case: Accelerating Global Growth at Aerolift

Strategic Expansion and Commercial Professionalisation in Heavy Lifting Solutions

The Challenge

When I joined Aerolift in early 2000 as Global Head of Sales & Marketing, the company had a solid engineering pedigree in vacuum lifting equipment, but it lacked a structured commercial approach. With a small sales team and limited international presence, the business was overly reliant on a narrow customer base and highly susceptible to cyclical downturns in key industries such as steel and concrete.

The challenge was to unlock international growth, diversify the customer base, and professionalise the commercial organisation — all while competing in a technically demanding and price-sensitive global market.

The approach

The turnaround focused on expanding reach, sharpening value communication, and creating a commercially agile organisation.

Step one

Market Diversification

We identified untapped or underserved product-market combinations to spread risk and reduce dependence on any one sector. This included targeting industries such as pipe manufacturing, paper handling, and modular construction. The diversification strategy opened up new revenue streams and improved business resilience.

Step two

Sales Infrastructure and Professionalisation

We implemented a structured sales process, including clear lead qualification, follow-up protocols, and a CRM system to track opportunities globally. I coached the team to shift from reactive quoting to consultative selling, positioning Aerolift not just as a product supplier but as a problem-solving partner.

Step three

International Business Development

I actively expanded the global footprint by identifying new agents, distributors, and OEM partners. Each channel was onboarded through a clear value proposition, training, and support structure. This decentralised model enabled us to scale sales coverage without ballooning internal costs.

Step four

Brand and Proposition Clarity

We refined Aerolift’s messaging to focus on safety, reliability, and efficiency — three core values that resonated strongly in conservative industrial sectors. Marketing collateral, case studies, and technical documentation were aligned to reinforce this positioning.

Step five

Close Alignment with Engineering

Working closely with the technical team, we prioritised customer-centric innovation and tailored solutions. The commercial organisation became more responsive and capable of translating customer pain points into technical briefs.

The result

In just two years, Aerolift’s annual sales skyrocketed, achieving an excess CAGR of 130%. The number of industry applications served more than doubled, reducing vulnerability to market cycles and creating a healthier, more balanced pipeline.

This commercial transformation not only unlocked growth but created a more robust and scalable business model.

Aerolift was no longer just an engineering firm with sales support — it had evolved into a commercially driven organisation with international ambition and professional execution. This case illustrates how strategic diversification, process discipline, and international business development can drive rapid, sustainable growth — even in complex and mature industrial markets.