kauflauf gmbh dissertation

Category: Technology and computing,
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Venture technology

Business structure:

Kauflauf GmbH was founded in 2002.

Initial European business to offer _’ software as a service’_

The item portfolio included Customer Marriage Management and ERP software program for – Auto Parts, Computer/ Office Items and Medical Devices companies

Product owners worked with design and style team, sales force to prioritize new features and anticipate client demands

Their very own competitive advantage was based on their effective field consultants who provided consulting and support to customers

Kauflauf had three divisions:

Advancement and Support services



That they had a strong competitive advantage as a result of _hands on consulting_ offered by field consultants backed up by the development group.

As opposed to opponents who targeted larger businesses, Kauflauf targeted middle market (revenues from €100 mil to €1 billion) and top-tier small customers.

_CLIENT EDUCATION, HAND HOLDING AND CUSTOMIZATION_ had been the main areas of focus pertaining to the sales force, in order to obtain customer loyalty. The traditions of the company was _YOUTH ORIENTED AND ANTI-HIERARCHICAL_. It had been characterized by business friendliness and deep pride in remarkable software executive.


An American girl who had lived with her family in Germany as a child, Jess experienced developed a love for the country and was progressive in the dialect. She has recently been hired since Assistant Product Owner (CRM product) for computer system and office supply wholesalers and suppliers.


Jess came with an established track record. Your woman had earlier worked with a rapidly growing Crm application service provider in the United States, where your woman demonstrated superb success in growing market share.

Has high degree of analytical capabilities and keen knowledge of industry evolution.

Is deeply considering computers, supervision and foreign business.

In a position to speak A language like german and contact form informal interactions with her colleagues.


To understand the industry and consumers.

To establish product development priorities to serve both equally existing and future consumer needs.

To boost sales amount and enable better penetration in the global CRM subscription application market


Even if the external environment was not changing, the competitive landscape was stable and Kauflauf was doing well regarding business and revenues, the business still required to bring about a change. The internal environment was changing and demanded for Kauflauf to shake by itself up in consider to its strategy, processes and framework.

With its sole minded focus to operate at the center size marketplace segment, the firm was operating in �tablissement. There was a persistent failing to spot fresh development and opportunities available in the market.

Thus, to trigger away innovation, maximize sales earnings and build more agility in the company, Jess Westerly recommended a change within the income call habits at Kauflauf GmbH, together with the field consultants redirecting atleast 30% of time and concentrate towards much larger, more established potential purchasers of CRM software solutions in the laptop and office supply business.

Based on Jess westerly’s individual quantitative analysis and ruse, she experienced identified that:

Only thirty-five % of the consultant’s period went to consumers who created 85% with the revenues, even though the remaining the time has been the time hath been spent with smaller, significantly less profitable accounts

By reducing the time spent with consumers with annual sales amount less than € 250, 500 (Class your five and 6th clients) by 20%, and in turn focusing on larger prospective clients, Kauflauf could enhance revenues by simply 30%

Field Consultants hanging out on closing sales for companies with less than €100, 000 in annual revenue volume only yields poor returns

Kauflauf’s recent success in getting business from Dart, one of planet’s largest suppliers of computer parts through persistent call efforts as well supported her proposal

Hence, the company was losing significant sales progress opportunities simply by strictly focusing on smaller accounts and ignoring large potential companies.


1 . A great organization-level modify requires the change agent to clearly communicate the vision ahead to those becoming most influenced by the change. Jess Westerley did not talk with RSDs and consultants ahead of sending the actual memo to implement the changes.

2 . Alter requires the agent to create a core group of people who take up his/her idea and begin the change process. Jess would not explain how come there was a need for change, even though there was no modifications in our company’s external environment. In house, it seemed that all was well also. Hence, the field consultants felt that she was intruding to their work schedule. To them, this appeared that she was interfering with the work-patterns nevertheless she got no idea of how things truly worked.

several. Jess did not understand the difficulties faced by consultants by different numbers of experience – She would not seek the consultants’ judgment which could possess contributed to the change. The problems that came to light once Jess delivered the idiota were:

Consultants felt this proposal has not been for their industry

They did not really wish to be employed by a firm that served larger accounts

They will doubted if such a big change would be great for the firms competitive edge

They doubted Jess’ understanding of different markets

They had issues about Kauflauf’s development capacity to support school 1 and 2 revenue

4. The girl did not obtain approvals from your higher management and RSDs before nearing the Field consultants. An approval from them may have made them consider the transform more critically. However , the whole change procedure that she suggested was completely primarily based only on her behalf analysis and simulations, and it would not have the backing up of the higher-ups.

5. Significant clients did not allow consultants to have usage of top management and hence concluding a sale was tougher and less probable. Nevertheless , this was the one point which in turn gave maximum motivation for the consultants. Seeing that closing a prosperous sale essential a lot more hard work with greater clients, the consultants were left disappointed at times when all of their efforts would not bear fruit. Hence they were up in arms against the idea of changing their call up patterns toward larger customers.


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