.jpg)
Our client wanted to better understand competitive positioning and commercial excellence models within the U.S. group benefits market. They wanted to assess how direct peers manage broker relationships, structure sales operations and CRM workflows, and support reps through non-selling functions, where complex distribution channels and account-size segmentation often make carrier differentiation and sales enablement benchmarking difficult
The objective was to gather an outside-in perspective on commercial models, broker activation strategies, and sales operations to inform commercial strategy and organizational improvements. The research focused on evaluating broker relationship management (including informal vs. structured broker tiering), CRM/Salesforce workflows, incentive compensation design, sales team structure, and the role of AI in sales versus back-office functions.
10EQS conducted targeted interviews with sales representatives, account executives, and commercial leaders across competitor and adjacent carriers in the group benefits space. Interviews explored broker network structure, CRM/Salesforce workflows across the deal lifecycle, sales team organization (including offshore support functions), and compensation and training design
10EQS delivered actionable peer intelligence showing that while traditional carriers still rely on informal, relationship-driven broker prioritization over structured tiering, common performance levers emerged: dedicated non-selling support staff to maximize rep selling time, standardized CRM opportunity stages, and strong local/regional service models as key differentiators. Consistent challenges included quote speed-to-market and pricing competitiveness on larger groups — both potential areas of edge for the client. AI adoption was concentrated in claims and account management rather than core sales workflows, pointing to a market-wide gap the client could look to close
Get in touch with us and we will get back to you immediately.
.png){kind=logo}
10EQS needs the contact information you provide to us to contact you about our products and services. You may unsubscribe from these communications at any time. For information on how to unsubscribe, as well as our privacy practices and commitment to protecting your privacy, please review our Privacy Policy.
%2C%20Color%3DNegative.svg){kind=small}
