Failure in project base revenue from new customers: a case study of Starprint Vietnam Joint Stock Company

Abstract

The sales department and business development teams are both critical to the success of the company, as they play complementary roles in generating revenue and driving growth. The sales department is responsible for closing deals and generating revenue through direct engagement with customers or clients. They focus on short-term goals, such as meeting quarterly or annual sales targets, and are often compensated based on their performance. The business development team, on the other hand, is responsible for identifying new opportunities for growth and expanding the company's reach. They focus on long-term goals and work to build strategic partnerships and collaborations that can drive sustained growth for the company. Together, these teams help drive revenue, build strategies, and pursue new growth opportunities. Without them, a company may struggle to generate revenue and grow, ultimately impacting its long-term success. This study is based on empirical research on Starprint Vietnam JSC, one of the B2B enterprises working in the printing and packaging industry that seeks to uncover the symptoms, primary issues, and root cause of the Sales department’s problem. Reviewing secondary data from desk resources and internal sources, such as Monthly/Yearly sales reports, Sales forecast reports, accuracy reports, and KPI policy documents which helps to identify potential issues. Besides, in-depth interviews with four sets of interviewees: BOD, senior managers, leaders, and sales officer support to indicate the symptom of the Project Base Dropping issue. Further data investigation is conducted to find out the potential problems (Poor Customer Relationship, Poor Marketing intelligence, and Ineffective Business Development Team Management), and the alternative solution is proposed and justified for solving the root cause of the lack of ability of the business development team. Finally, an action plan also is designed for implementing this solution.