hpmc 2013 - philips
DESCRIPTION
Presented during the High Performance Marketing Conference 2013, organized by Accenture on January 24th 2013. This presentation was given by Wim van Gils of Philips.TRANSCRIPT
How to build a relevant sales force? Wim van Gils
January 24, 2013
2
…but also faces a number of challenges
Why build a relevant sales force for Philips?
Philips has a lot of competitive weapons...
Brand
Technology innovation
Global footprint
People and core capabilities
Deep market insights
Philips has the opportunity to unlock
commercial potential in the Markets
Step change in operational
excellence
More external focus
Fragmented organization
Global scale vs. local relevance
3
Accelerate! Program unlocks Philips’ full potential through five initiatives,
with End2End and Customer Centricity directly impacting marketing & sales
Today: building high performance sales force
Resource to Win
Operating model Growth &
Performance Culture
End2End
• Redesign customer value
chains
• Deliver superior customer/
consumer value
• Implement faster, simpler, more
agile processes
• Execute excellently
Customer Centricity
• Understand customer needs
and market requirements better
than our competition
• Stimulate entrepreneurship
• Drive local relevance, gain
market share
Accelerate!
4
Our goal is to further improve the marketing and sales organization
Standardize way of working
Improve internal
transparency
Integrate customer approach Increase focus on customer
Enhance data driven
decision making & analytics Remove organizational silos
5
Philips defines a capability as an aligned combination of people, tools,
processes and data
Alignment
Process flows
Performance measures
Roles & responsibilities
Reward systems
Skills & competences
Culture
Applications
Templates Infrastructure
Master data
Reports / Dashboards
Analytics
People
Tools Processes
Analytics
6
Market 2 Order Excellence is about sustainable behavioral change, driving
business impact with our customers
M20 Excellence
• Improve continuously
• Secure sustainability of business
improvements
• Determine maturity levels
• Identify opportunities
• Identify market-driven
requirements
• Quickly adapt
to market • Accelerate building commercial
capabilities
• Create competitive advantages
• Incorporate commercial best practices
in Philips culture
• Help to develop Knowledge,
Skills and Attitude across the
commercial organization
• Driving Performance
management by continuous
improvement
LEAN Channel CRM Quick Scan M2O Academy
7
Our customers will experience a Philips that is more relevant and sensitive
to their needs
Relevant products
• Better insight in customer
needs
• Matching product
propositions
Service & after care
• Lead follow-up
• Trigger-based service &
after care
Relevant offers
• Pricing optimization
• Cross-selling within sector
High quality of contact
• Informed client dialogue
• Pro-active approach
8
In summary, M2O Excellence will bring a step-change in terms of how to win
with customers in their markets
Share best practices in sales across Philips
Drive improved and more predictable business results
Increase sales efficiency with less administrative work
Understand what is happening at a customer level (x-sector)
Provide customers with a more coherent customer experience
Identify sales opportunities due to increased visibility