Distribution Channel Alignment

3x increase in learning and alignment among sales force and customers


Mosquito Abatement Districts across the US fight mosquito-borne diseases such as Zika and West Nile Virus with an arsenal of insecticides, larvicides, and application methods. Our client, the leading research, development, and commercial provider of biological mosquito larvicides originated an innovative application strategy to control elusive container-breeding mosquito larvae.


After nearly a decade of development and field trials (including a leading role in controlling the 2016 Florida Keys Zika outbreak), our client was ready to commercialize the application strategy. They engaged GroPartners to assist with brand strategy development and to unite their distribution network to bring the innovation to market.

Because our client’s sales organization and distribution network was accustomed to selling physical products (biological insecticides), the new application strategy was an unfamiliar type of offering to them. To make the strategic application method more tangible, GroPartners helped our client develop a unique brand for the application strategy, diagnose misalignment among customers, distributors, and the internal sales force, and finally conduct training to unite everyone in the ecosystem to facilitate the national rollout.


GroPartners designed and conducted a research program targeting key opinion leader (KOLs), the client’s sales force, and distributor sales forces. Dozens of interviews were conducted to identify and understand the cause of perception gaps around the brand. Armed with this information, GroPartners was able to pinpoint areas of misalignment among the range of stakeholders. Using customer-driven preference and perception information from the KOLs GroPartners developed a training program for the sales and distribution networks.


The training metrics revealed a 3x increase in learning and alignment. It also uncovered additional areas of misalignment that required attention prior to the launch. The research and training also informed the development of additional educational and promotional content for a well-aligned market launch.

Contact GroPartners Consulting to discuss how our Brand Strategy and Research expertise can help produce better top line sales results.


Posted on

June 27, 2019