Case Study: How we helped a manufacturer sell more to their existing customers through product-adjacency mapping
Challenge
A semiconductor equipment parts manufacturer struggled to expand their total addressable market, citing disconnected sales processes and institutional knowledge trapped in experts' heads rather than accessible systems.
Solution
- Conducted discovery workshops to understand customer-machine-parts relationships and business requirements
- Created a database mapping connecting specific parts to corresponding semiconductor fabrication machines and applications
- Analyzed historical sales transaction data to reverse-engineer customer machine inventories
- Designed database to capture fine-grained part compatibility and performance characteristics
- Extracted and systematized institutional knowledge about alternate parts, operating specifications, and application-specific recommendations
- Developed framework for sales opportunity identification based on complete customer machine profiles
- Codified these discoveries into an on-demand tool enabling discovery of additional up- and cross-selling opportunities.
Results
- Established clear visibility into total addressable market potential for each existing customer account
- Created systematic part-to-machine mapping eliminating previous data fragmentation and disconnected processes
- Enabled accurate customer machine inventory identification through sales history analysis and pattern recognition
- Built structured database capturing previously inaccessible expert knowledge about part performance and compatibility specifications
- Empowered sales engineers with instant access to application-specific recommendations without relying on central semiconductor experts
- Positioned company to accelerate sales cycles and maximize revenue from existing customer relationships
The new sales tool transformed institutional knowledge into accessible intelligence, enabling systematic market expansion and faster customer engagement processes.