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Because demand exceeded supply for several years running, the sales forces of many solar PV companies focused more on taking orders and allocating available supply than on improving sales and marketing efficiency or on developing an understanding of customers' needs and demand generation. Now suppliers are forced to play catch-up. They need to aggressively revisit their go-to-market strategies and act on a range of fronts. They need to select and focus on the key segments and launch customer discovery efforts to better understand the needs of those key customers.
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