PROJECT VECTOR
Turning Market Complexity into Focused Growth
Commercial strategy | Channel focus and growth priorities
Value-chain effort reduced by 5% to 10%
Growth plan built around 8% CAGR
Top 17% of direct customers drove 80% of direct revenue
Top 11% of distributors drove 80% of distributor revenue
Targeted move from #4 to #2 in the focus segment
Context: A regional business was reviewing multiple growth opportunities across segments, geographies and channels and needed to narrow those choices into something executable.
Challenge: The business needed sharper focus on where it could genuinely win, which parts of the value chain to prioritise, and how to align investment with capability and commercial return.
Role: Contributed to strategy work that narrowed the focus to direct-customer demand creation, selective value-chain activity, tighter technical-commercial alignment and clearer investment logic.
Outcome: The result was a more disciplined growth plan, built around 8% CAGR, 5% to 10% value-chain effort reduction, clearer segment prioritisation and stronger concentration-based customer focus.