Snapshot Box:
- Client: Packline Industrial Machinery Inc.
- Sector: Industrial Packaging Machinery Manufacturer
- Target Market: Nigeria
- Service Used: Sales & Business Development + Ongoing Sales Management (Factory 23)
- Headline Result: 3× increase in qualified pipeline within 6 months; 100% field activity visibility
- Timeline: 6 months
The Challenge for
Packline Industrial Machinery Inc.
Packline Industrial Machinery had a Nigerian distributor for two years. Sales were flat. The distributor claimed to be “working the market,” but the manufacturer had zero visibility into field activity, lead sources, or pipeline status. They couldn’t tell if the problem was market demand or distributor effort. The distributor’s sales team operated entirely on WhatsApp and individual memory, with no CRM and no central lead tracking.
What We Did:
Understand
Mapped the addressable buyer universe for packaging machinery in Nigeria: FMCG factories, pharmaceutical manufacturers, and food processing companies across Lagos, Ogun, and Oyo states.
Validate
Conducted a 2-day field assessment with the distributor’s sales team. Found 3 salespeople, all working from personal WhatsApp contacts, with no territory assignment, no target account lists, and no visit logging.
Connect
Deployed the Factory 23 field sales management system. Assigned territories per salesperson. Built target account lists (127 accounts). Trained the team on lead logging, visit tracking, and opportunity stages.
Execute
Ran a joint outbound campaign with the distributor’s team. Weekly pipeline reviews for the first 8 weeks, then bi-weekly. Monitored coverage gaps and unworked accounts.
The Data
- 58
- Qualified Opportunities
- 12
- Proposals
- 4
- Closed
Target accounts identified: 127, of which only 23 (18% coverage) had been worked by the distributor before P23. Field activity visibility: 0% before Factory 23; after, 100% of visits logged with timestamps, account names, and visit notes. Territory coverage increased from 18% to 67% of mapped accounts.
The Outcome:
Sales pipeline increased 3× within 6 months compared to the prior comparable period. The manufacturer now receives weekly field activity reports showing visits logged, accounts worked, and pipeline movement. The distributor’s sales team shifted from memory-based selling to structured territory management. The client can now have fact-based performance conversations with the distributor for the first time.