A major cement producing company asked CornerStone to develop a new methodology to help it increase market share during a downturn.

CornerStone Approach

Following an assessment, CornerStone designed and implemented a new Sales Organisation structure defined by four integrated processes in order to achieve the client’s Driver Goals and future growth strategies.

Actions Taken

Target account acquisition

  • Developed and implemented an aggressive Target Sales Task Force process to acquire top ranking strategic accounts (a team selling approach to acquiring new business)
  • Developed questionnaires, a knowledge base repository, account qualification tools, meeting agendas, model presentation for prospects and other tools.
  • Created procedures to standardise the process for Sales organisation distribution.
  • Generated enthusiasm among the Sales team.

Sales effectiveness

  • Developed and implemented an effective sales process focused on growing market share while maintaining the current customer base.
  • Developed a new Professional Selling Skills (PSS) methodology training programme and delivered it to the Sales organisation in the US and Canada.
  • Developed and documented Individual Target Account Selling and Maintain Accounts processes and tools.

Sales system for managing (SFM)

  • Created a framework to standardise forecasting, budgeting, planning, reporting and managing.
  • Designed and implemented tools for forecasting, planning and account optimisation.
  • Chartered a CRM (Customer Relationship Management) team to fully integrate the SFM process in an interactive system.

Driver Goals

  • Add 0.9% in North America by the end of 2010 (4% in the Mid Atlantic region), without reducing price relative to the competition.
  • Attain new customers with 200,000 tons of new business.
  • Develop a more efficient and effective structure and processes for the Sales organisation.


  • Exceeded volume and financial benefit targets by 12% for 2010 and passed 2011 goals four months ahead of schedule.
  • Developed a new Sales structure defined by four integrated processes aligned to the Driver Goals and future business growth strategies.
  • Developed and delivered over 3,500 hours of training and coaching for the US and Canada sales force.
  • Distributed detailed process manuals, tools and files to all Sales force personnel.