Callaway Golf is one of the most recognised brands in worldwide golf and the largest manufacturer of golf clubs. It also manufactures and distributes golf balls, putters, apparel, footwear and accessories to golf pro shops and retail stores.

Challenge faced:

Whilst many of their competitors worldwide were looking to divest or exit the golf industry, Callaway were keen to invest in out growing the market through innovation in product and business process improvements. In Australia, a good sales team was being challenged to become great and lead the industry in value creation for their trade customers.

BIG Solution:

Again, we spent time in the field upfront to deeply understand the selling context and cultural dimensions of this industry leader. We drew on the best lessons from the leading brands in FMCG and adapted these for the golf industry, ensuring they were fit for purpose and relevant for application. We have continued to deliver both strategic and tactical programs over the last 8 years.

Outcome delivered:

Even though golf participation has flourished post Covid, Callaway in Australasia has continued to deliver double digit sales growth, year on year, whilst continuing to grow market share. The Callaway Sales Team are consistently awarded Best Team in Industry year after year.

BIG Consulting are Callaway’s trusted sales improvement resource.

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