Yell

Re-designing 300 Field Sales Territories across the UK, in a 4 week time frame, resulted in a reduction in costs in the Sales Function of 9% and an increase in Sales Revenues per Field Sales person of 20%.

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The Problem

Following significant change within the business, and with an emphasis on a return to growth, Yell wanted to revisit the balance of work across the Field Sales representatives in the UK.

A combination of an imbalance of work across the teams, and limited visibility with regards to prospects, translated into untapped potential revenue opportunities. Yell needed to be able to:

  • Effect an overall Field Sales Territory re-design, optimising the territories by balancing the workload through even distribution of customers and prospects.
  • Illustrate market opportunities by territory to the Field Sales teams.
  • Provide training and support to the Market Planning function, to transfer the capability to maintain the Field Sales Territory structure going forwards.

"We couldn't have asked for a better end result - we've reduced our costs as well as increased sales revenue through increased sales productivity. I would strongly recommend Geoplan to anyone."

Mark Clisby - Head of Commercial Marketing - Yell

The Solution

Yell utilised a combination of Geoplan's consultancy services and online mapping solutions.

Geoplan and Yell created the network of 300 territories through close consultation, and Geoplan supported Yell with on-site regional engagement and feedback with the Field Sales team. This ensured that feedback from the field was captured and fed into the process (e.g. best employee fit and Yell business rules).

Geoplan delivered the project in 4 weeks, with the results deployed in Geoplan's cloud-based mapping system, SKiN, ensuring immediate access to the Market Planning team.

Yell plan to provide each Field Sales person with access to SKiN so that they can view the opportunities within their territory and manage their operational activity as effectively as possible.

Developed specifically for Hermes, the system provided:

The Benefits

  • Reduced the costs of the Sales function by 9%.
  • Increased revenue per Field Sales person by 20% - through increasing the number of visits a person could make, and providing a more balanced workload in the territory.
  • Prioritised higher value prospect calls, increasing the potential to secure more valuable business, and more of this type of business.
  • Engaged Yell's sales force and management team in the potential market opportunity. The mapping and reporting functionality helped address some of the perceptions with 'fact-based' discussions.

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