B2B Industrial · ABM
From component supplier to design-stage partner.
The client had distribution, brand recognition in components and decades of OEM relationships. What it didn't have was a marketing operating system that put the company in the design conversation twelve months before procurement. The reset shifted the entire FY26 plan from campaign noise to a Design-Win Engine across five verticals.
Challenge
The starting point
The Indian electronics market was fragmenting — EV, appliances, T&M, automation, medical. Each vertical had different OEMs, different design cycles, different content needs. The team was running one playbook across all five — and losing design conversations to specialised global competitors who had already calibrated for the verticals.
Approach
What I did
5-vertical operating model
One RSM owning ~40 OEM accounts per vertical. Different ABM cadence, different content track, different exhibition presence per vertical.
Top-200 OEM ABM
India's largest auto and EV OEMs, appliance majors, industrial conglomerates — mapped, tiered (1:1, 1:few, 1:many), and put on a 12-month engagement cadence.
Application content engine
50+ application pages produced — sun visor reed switches, BMS isolation relays, sensor packages — each engineer-grade, each ranked for long-tail intent.
Pipeline visibility on Vyndeal
Sample → RFQ → Design-in → Design-win → PO. Tracked weekly. RSMs accountable. CMO-level pipeline review every Monday.
Exhibition reset
Booth designed as meeting venue, 150+ pre-booked meetings, three relay product families mapped to audience segments. Post-event leads included Tier-1 EV makers, multinational appliance OEMs, and aerospace primes.
Lessons
What this engagement taught
Verticalisation produces non-linear lift. One generalist motion across five verticals underperforms five focused motions on the same total budget.
ABM only works with sales alignment. The Monday pipeline review is the operating mechanism that holds it together.
Application content is the moat. Competitors can copy positioning; they can't quickly produce 50 application pages with engineer credibility.
Pipeline visibility tools have to fit the motion. Existing CRMs forced workarounds — Vyndeal was the layer that made the operating model executable.
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