LG Electronics USA is overhauling its business-to-business (B2B) sales strategy in the United States to drive aggressive growth in the commercial display sector and the rapidly expanding mid-market. As part of this comprehensive overhaul, the company has announced a major upgrade to its partner channel program, “LG PRO,” alongside the establishment of a territory-based sales organization.
The strategic shift signals LG's evolution from a traditional hardware vendor into a collaborative, end-to-end solutions provider that designs, deploys, and manages the entire commercial ecosystem alongside its clients.
At the core of this transformation is a move away from isolated, transaction-based product sales toward an integrated service model encompassing hardware, software, deployment support, and lifecycle services. LG is restructuring its relationship with resellers, system integrators (SIs), and enterprise partners to foster deeply integrated collaboration from the initial planning stages through to post-deployment maintenance.
To execute this, LG Electronics USA has deployed a new territory-based sales organization specifically engineered to deepen coverage in the underserved mid-market. Operating in tandem with LG's existing vertical-specialized sales teams, this dual-layered approach is designed to enhance responsiveness to mid-sized corporate clients. The new localized sales teams will work closely with channel partners across key verticals--including education, healthcare, hospitality, retail, transportation, government, and corporate workspaces--supporting everything from lead generation and solution architecture to on-site integration.
To streamline partner workflows, LG has also significantly upgraded its digital infrastructure. Through a revamped LG PRO portal, partners can now utilize Single Sign-On (SSO) to access a unified dashboard for managing the LG Honors program, requesting Market Development Funds (MDF), checking financing options, and securing volume discounts. By consolidating previously fragmented partner touchpoints into a single digital hub, LG aims to maximize operational efficiency for its network.
In a major technological addition, LG has integrated “Ask IQ,” an AI-powered virtual assistant, into the LG PRO platform. Utilizing natural language processing, Ask IQ enables partners to instantly query technical data and generate customer-facing collateral in real time, serving as a high-speed tool to accelerate responses on the sales floor. Moving forward, LG plans to continuously expand its repository of co-branded marketing assets, promotional updates, and reseller communication materials.
Simultaneously, the conglomerate has broadened its service portfolio. The newly introduced “LG PRO Services” lineup now features professional installation support, the LG ConnectedCare remote management service, technical project management, and on-site deployment engineering. The platform will also enable more seamless integration with enterprise IT environments via solutions like Microsoft Teams Rooms and the Express Install framework.
The U.S. mid-market represents a highly attractive growth frontier for B2B tech providers, characterized by faster decision-making cycles compared to conglomerates and a sustained demand for mid-to-large-scale IT integration. LG plans to convert this market's latent potential into tangible revenue growth through its dedicated field organization and advanced IT support systems.
“We are enhancing our platform capabilities to provide B2B clients with highly differentiated, turnkey solutions,” said Won Jong-hwa, Vice President of the MS B2B Division at LG Electronics North America. “We intend to continuously expand our commercial display portfolio to aggressively capture this evolving market.”
