Mitsubishi Electric manufactures and sells best-in-class ductless heating and air products, leveraging a robust distributor network to target consumers. A distribution sales model provides many advantages in market expansion but can limit insights on the effectiveness of a sales campaign. Mitsubishi could not track a lead generated from marketing to final sale because their customers managed prospects once converted. The good news is they were open to change.
- Disrupt the sales funnel changing the way customers buy
- Access to sales analytics they could not track prior
- Building custom technology and framework that would scale to other markets