Full Throttle Ahead
Targeted Acquisition and Revitalization of Industrial Customers
In April 2025, marketing launched the Industrial Customer Revitalization and Acquisition initiative with a bold vision to enhance industrial customer engagement, expand market footprint, and maximize revenue potential.
1 Growth Opportunity
Increase Customer Share of Wallet and Expand Market Reach
Despite the scale of the total U.S. industrial addressable market, Wesco currently holds a relatively low share position.
The initiative was designed to support the growth goals of the EES industrial business.
Identifying Existing Customer Growth Potential
Reducing Over-Reliance on a Concentrated Revenue Base
2
Marketing Approach
Data-Driven Insights and Sales Enablement
Capturing New Opportunities
Strategic Actions
• Improving customer engagement through seller upskilling
• Expanding solutions across the existing customer base
• Driving new business with net new customers
We leveraged data-driven insights to optimize customer targeting and planning. By integrating Power BI targeting reports and USD CRM, we provided sellers with a unified view of existing customers and over 500,000+ prospects. This approach enabled:
Actionable Insights: Identifying account potential and possible upside to drive informed sales planning.
Sales Enablement: Equipping sellers with customer insights, prospecting trainings, value propositions and canned scripts, and sales incentives to drive desired outcomes.
Marketing Approach
Marketing Synergies and Incentive Programs
We amplified outreach efforts by leveraging new and ongoing data sources accompanied by concise marketing resources and sales incentives. The initiative also includes comprehensive performance metrics, including:
Sales Cadence Plans: Structured engagement plans with email templates for streamlined outreach.
Integrated Marketing Programs: Full funnel content marketing, lead generating and nurturing programs, digital marketing, and regional, local and virtual events.
3
Performance Metrics: Tracking activity in USD CRM from lead capture to opportunity through closed won to measure initiative effectiveness.
Goals and Accomplishments
We set ambitious goals, including 1% ($16M) YOY growth in the first year, with a three-year target of $50 million. Key achievements include:
• Enhanced Customer Engagement: Enhance visibility for Wesco solutions through optimized web content and strategic supplier collaborations.
• Sales Growth: Increase pipeline opportunities and sales activity, driving revenue growth and market expansion.
• Recognition and Rewards: Monthly and quarterly awards to incentivize and recognize top performers.
INSERT GOOD METRICS SCREEN SHOT
Using USD CRM, we track and report performance metrics at the leadership level. By understanding lead capture, opportunity, and closed won stages, we measure the effectiveness of this initiative and continuously improve.
1% ($16M)
2025 YOY Growth Goal; $50M 3-Year Growth Goal
Min 1
Qualified Lead per Branch and Activity per Qualified Account
5X
Pipeline Opportunities to Sales Target
