Belden and Digital Transformation: From Product Sales to Solutions Sales

This case provides an overview of a sales transformation in the industrial automation division at Belden, a hardware manufacturer. While Belden historically sold products such as cables, wires, and other networking devices, EVP of Industrial Automation Ashish Chand recognized that IT vendors were threatening to enter the hardware market. Thus, Chand initiated Enhanced Solutions Delivery (ESD), which pivoted Belden from selling products to selling solutions to optimize customers’ networks. ESD required Belden to change its sales cycle, its approach to hiring, pricing model, and compensation structure. The case explores how Belden’s leadership team implemented these changes, and how Belden navigated its changing relationship with channel partners and distribution partners.