How Lenovo & Lodestar Marketing grew the long tail from 10% to 33% of revenue in less than 12 months

The Challenge

Lenovo India’s affiliate long-tail tier was in decline and generating only 10% of total programme revenue. Additionally, leadership required reducing commission rates while simultaneously increasing overall performance.

The Strategy

Rebuild the long-tail segment by establishing clear accountability, placing full management of the long-tail tier with Lodestar while Lenovo maintained key accounts. A weekly joint review process was established to align on performance, priorities, and commercial strategy.

Execution and Innovation

Lodestar implemented structured segment management, systematically optimising the long-tail network while lowering overall commission structures from 6.7% to 3.0%.

Results

Within 10 months, long-tail revenue surged to +153% YoY growth in Q1 2026. The long-tail share expanded from 10% to 33% of total programme revenue, commission rates dropped significantly, and Lenovo expanded the agency partnership.

Judges' Verdict

"Strong results which highlights the impact that Lodestar have had on the programme. You can clearly see there is a united partnership here with an aligned strategy."