The decision
A vendor can pursue 20 exporters or 40 local retailers. Exporters convert at an assumed 15% with ₹2 lakh contribution per win. Retailers convert at 20% with ₹60,000 contribution. Campaign costs are ₹1.4 lakh and ₹90,000 respectively.
Which segment deserves a named-account campaign?
Worked solution
Reveal the visual and solution
- Expected wins are three exporters and eight retailers. Account for differences in presales and implementation when estimating contribution per win.
- Expected net contribution is ₹6 lakh − ₹1.4 lakh = ₹4.6 lakh for exporters and ₹4.8 lakh − ₹90,000 = ₹3.9 lakh for retailers.
- Select high-fit exporter accounts and tailor proof for operations and finance. Use comparable untouched accounts to estimate lift in qualified pipeline.