Growth, and more efficiency in the commercial organization
Avery Dennison Performance Tapes (ADPT) asked Nymark to guide the digital transformation in the commercial organization, with the following objectives: 1. Better alignment between departments and commercial processes, 2. Digital Lead Generation.
In terms of digital transformation in the commercial organization, you will hardly find a more conservative, or: traditional industry than the one in which ADPT finds itself. Nevertheless, buying behavior is changing at a rapid pace and important touch points in the customer journey (orientation, inspiration, in-depth research) have shifted to online. ADPT therefore decided in 2020 to show its most innovative side in this respect. Not only was a change in working methods and internal coordination envisaged, ultimately to be able to serve the customer more adequately; there was also a very concrete need to build on smart lead generation with a high degree of automation. Without having to compromise on the personal and customer-oriented culture.