With billions in annual revenue and over 20k employees, our steel producer client is among the largest in North America. Despite their evident success across multiple industries, they had a small footprint specifically in the automotive industry. Accordingly, as their steel production capacity increased and their technology improved, the auto industry became a natural target market for growth.
The steel supplier set an aggressive goal to increase sales within the auto industry. However, the industry was already saturated with experienced competitors and decision makers in the company needed to understand in what areas of the industry they should invest first to capture sales quickly.
