Commercial Analytics
Case Study

B2B Distribution Company
November 2025 | www.congs.co.uk

The Problem

Sales were down. Leadership couldn't pinpoint why.

  • Multiple Excel files across suppliers, dealers, channels
  • No unified view of what's driving performance
  • 2026 planning decisions needed data clarity
The Question

"Is our core business healthy, or is everything declining?"

The team was busy.

The numbers weren't moving.

Activity that looks like progress but delivers no clarity.

CONGs | Case Study 2

What We Found

Net Revenue (Dealer + Non-Dealer) | Jan-Nov YoY

-5%
Net Revenue
-193K YoY
-16%
Volume YoY
487K units
+14%
Price/Unit
Compensating
-50%
Non-Dealer Collapse
-243K

Volume down 16%, but revenue only down 5%. The business is selling LESS stuff at HIGHER prices. This can work short-term but is NOT sustainable long-term.

Product Revenue by Price Tier (tier-classified lines: -3%, -145K)

Budget (0-3)

-24%

61% volume, 6% revenue

Standard (3-10)

+3%

Slight growth

Premium (10-50)

+2%

46% revenue - GREW

High-Value (50+)

-9%

-141K = real concern

CONGs | Case Study 3

The Key Insight

Budget tier = 61% of VOLUME

But only 6% of REVENUE

Premium + High-Value = 20% of volume but 81% of revenue. This is where the money is.

Revenue Impact by Tier

TierChange
Budget-48K
Standard+6K
Premium+38K
High-Value-141K
Total-145K
The Real Concern

High-Value decline (-141K) is 97% of the total revenue loss. Combined with Non-Dealer collapse, suggests equipment/big-ticket slowdown.

CONGs | Case Study 4

Dealer Performance

14 dealers across Greece and Cyprus, classified into 3 tiers based on 4-year cumulative sales.

Tier 1 - Major

43.7%

of revenue | 3 dealers

Dealer 1, Dealer 2, Dealer 3

Tier 2 - Strong

38.4%

of revenue | 5 dealers

Dealer 4, Dealer 5, Dealer 6...

Tier 3 - Developing

17.9%

of revenue | 6 dealers

Rising stars: Dealer 10 +5.7%

Dealer 4-Year Sales EUR/Unit Sales YoY Status
Dealer 1 (Capital) 2.4M 10.13 +0.4% Stable
Dealer 5 (Regional) 1.2M 4.76 -10.1% Attention
Dealer 10 (Northwest) 607K 4.19 +5.7% Rising
CONGs | Case Study 5

What We Know vs What We Don't Know

What the Data Tells Us

  • Sell-in volume dropped 16%
  • Avg transaction value up 21%
  • Dealer channel flat (+1%)
  • Non-dealer collapsed (-50%)
  • Budget tier = 61% volume, 6% revenue
  • Premium tier = 46% revenue, grew +2%
  • High-Value tier = -9% (-141K)

Data Gaps

  • Sell-through data (dealer to customer)
  • Dealer inventory levels
  • Competitor activity
  • Market contraction vs share loss
  • Root cause of non-dealer collapse

Recommendation: Request sell-through data from top 3-5 dealers to close the critical data gap.

Customer Relationship Risk

Losing budget tier sales may not hurt revenue today. BUT these everyday purchases keep customers coming back. If they buy consumables elsewhere, they may eventually buy everything elsewhere.

CONGs | Case Study 6

Recommended Actions

Priority Action Impact
Urgent Investigate Non-Dealer 50% collapse - which contracts were lost? 243K recovery
Urgent Request sell-through data from top dealers Close data gap
Urgent Address Dealer 5's -10% decline Tier 2 at risk
Medium Understand High-Value tier -9% decline -141K impact

Strategic Questions for the Board

  • Is the shift to premium an intentional strategy?
  • Should we focus on Premium growth vs Budget recovery?
  • What caused the Non-Dealer channel collapse?

Key Question: Is it better to focus on high-margin products where we have pricing power, or recover volume to maintain customer relationships?

CONGs | Case Study 7

Data In, Decisions Out

We help SMEs turn messy data into clear revenue actions.

From raw Excel exports to board pack + CEO portal in 2 weeks.

Olga Sakka

olga.sakka@congs.co.uk

www.congs.co.uk

No long contracts. No fluff. Just clarity and results.

CONGs | Case Study 8