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Key Stakeholders

CEO, Rance Poehler
CMO, Marca Armstrong
VP of Government Sales, Scott French


Panasonic is one of the largest technology product manufacturers in the world.


growing solution revenue
in strategic accounts


Like most well established hardware companies, Panasonic was also seeking to shift its identity from selling technology to selling solutions. Panasonic had executive alignment on the need for change but no defined process for building the ideal sales culture.

  • Penetrate the Top 100 Existing Accounts
    Accelerate new business growth by shifting the sales team’s focus from a traditional territory mindset to prioritization of the top named accounts.

  • Sell Integrated Solutions
    Equip the field to educate customers, lead strategic conversations, and position the complete portfolio across three solution areas.

“Panasonic was on a journey to becoming a solutions company, and engaged DSG to build a solutions sales force.”

Scott Presse, Consulting Principal, DSG

DSG led an 18-month sales change management program that included:

  • Sales Transformation Planning: Cross-functional executive alignment on a change vision, sales enablement requirements, change management approach, roles, and success metrics

  • Playbooks: Collaborative development of three solution messaging playbooks, an account development playbook, and a sales coaching playbook

  • Sales Leadership Training: Workshops focused on equipping sales managers to drive change through effective coaching

  • Sales Training: A mix of in-person training including sales kickoff and virtual training focused on the content, tools, and skills to sell solutions and develop existing accounts

  • Sustain: A range of reinforcement, training, coaching, measurement, and certification activities to ensure lasting results

DSG insight

Specific contributions by DSG that accelerated sales momentum at Panasonic:

  • Proven sales transformation planning process that led to full alignment across sales and marketing on change requirements

  • A playbook approach that helped organize Panasonic’s thinking around innovation and solution development through the executive briefing center

  • A focus on sales leadership and coaching that aligned sales manager practices with the goals of the program

“The change required by our sales team and leadership was significant. DSG has accelerated our time to results through playbooks, training events, and collaboration with each of our vertical VPs and sales managers to drive change. They have become a trusted ‘insider’ within Panasonic.”

Scott French, VP of Government Sales 
  • The transformation program boosted sales confidence on how to engage higher within the customer organization and position a complete solution. During the final six months of the 18-month program, the business results included 21% Revenue Growth in the Top 100 Accounts, and a 32% Increase in Multi- Product Deals. Based on the momentum and Panasonic created together, the partnership is entering its fourth year.

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