Sales Projects

Go-to-market strategy

Global FMCG company – Poland

QUESTION

  • A global FMCG company wanted to define a go-to-market strategy and operations adapted to the market changes
  • The main changes in the market were: a strong growth of discounters, a strong increase of the number of pharmacies, and the consolidation of retailers

RESULT

  • +8.2% revenue in market growing by 2.5%
  • +10.3% Gross Margin
  • Increased coverage of profitable point-of-sales
  • Development of new sales channels

APPROACH

  • Segmentation of the market size and growth, prospective by product category, channel, and client
  • Calculation of revenue and profits for each segment
  • Identification of non-profitable segments and promotional actions, and implementation for immediate gain
  • Identification of the profitable revenue and market potential
  • Identification and description of “sales segments” and development of ad hoc sales concepts
  • Design of sales and marketing capabilities, including resource calculations and impact on cost, revenue, and gross margin
  • Selection of a go-to-market strategy and sales operating model
  • Country business and financial plan
  • Development of a detailed implementation roadmap and handover

CLIENT FEEDBACK

“Excellent work. You exceeded our expectations both in terms of impactful analyses we didn’t think we could do and in the level of detail in the implementation plan.”

Sales strategy

Global FMCG company – Europe

QUESTION

  • An FMCG company has requested our assistance in defining their sales strategy for an Eastern European country

RESULT

  • +9.4% increase in net revenue
  • +15% increase in operating profit

APPROACH

  • Review of the market structure by segment, considering the client types and distribution channels
  • Description of the current and expected evolution of the market structure including retail segments market shares and underlying drivers
  • Forecast of the demand for each product category per segment based on underlying demand drivers
  • Analyses of the 4Ps/3Ds, time and motion, and degrees of freedom
  • Definition of sales territories and routing of the sales reps’ store visits
  • Calculation of the optimal sales team structure including the number of sales representative and managers
  • Sales segmentation for each type of retail client and development of specific call concepts (frequency of visit, content of visit…)
  • Development of a discount strategy based on past performance
  • Development of sales capabilities including organisational chart, IT system, skills, training, and incentive systems
  • Development of an implementation road map

Sales effectiveness

B2B IT solutions company – Europe

QUESTION

  • A German global engineering company approached us to help them improve their sales performance, recognising that they had not yet realized their full market potential
  • Complexity: complex technical products and buying processes, legacy sales culture not aligned with the current market practices

RESULT

  • 25% sales increase year 1
  • 10% sales increase year 2

APPROACH

  • Assessment of market potential, company’s market share and growth potential
  • Client segmentation and identification of untapped revenue potential
  • Description of clients’ buying processes and buyers’ satisfaction criteria
  • Review of the existing processes, IT systems, sales skills, and incentive system
  • Identification of improvement areas in the sales approach including clients/prospects approach, negotiation steps, segment-specific sales metrics, and individual performance metrics
  • Design of enhanced sales operations aligned with incentive system, financial objectives, and HR plan
  • Development of an execution plan, launch of workgroups, and handover to the implementation team

CLIENT FEEDBACK

“We are driving a culture change through these initiatives, specifically the implementation of a new incentive system and sales IT tool. They have proven to be instrumental in creating a cultural shift and enhancing our sales performance to a new level of excellence”