Download - GTM Playbook overview May 2015
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IN AN INCREASING UNPREDICTABLE & CHALLENGING
BUSINESS ENVIRONMENT (“NEW NORMAL”),
DELIVERING SUSTAINABLE, PROFITABLE GROWTH
THROUGH GO-TO-MARKET OPTIMIZATION
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TOUGH BUSINESS CLIMATE – THE PERFECT STORM !
MANAGEMENT RESPONSE
Organic growth negligible given slow macro growth
Rapidly changing market dynamics, significant business complexities
Barriers of entry getting lower. Competing product & service not sharply distinctive. “Porousness” of technology, window of differentiation narrowing
Relentless competitors - #s have exploded. Previous partners, now competitors. More capacity
Power shift from Vendor to demanding Partner/Customer
EXTERNAL REALITIES
Risk averse – conservative approach to business
Focus on Cost reductions
Unwilling to Invest
Myopic view of the business
IMPLICATIONS
Un-sustainable approach
Stretched valuations, unhappy shareholders
Increased level of impatience, shorter Leadership tenures
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THE MORE AGGRESSIVE LEADERS EVALUATE 4 APPROACHES TO DRIVE GROWTH
Technology Innovation
Broaden Portfolio
Invest in Brand
GTM Excellence
High R&D costs Long gestation period Low success rate
Requires investment – engineering, sales, marketing Increased complexity Replicable by competitors
Sustaining investment required Lag between spend and impact to business Measuring effectiveness of spend is a challenge
Multiple avenues available - making tough choice points Adopting best in class and time tested practices Operational excellence, immediate results, no added costs
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NUMEROUS RESOURCES & ASSETS THAT CAN BE LEVERAGED MORE EFFECTIVELY – B2C
Commensurate to value add, right metrics, fixed vs variable, smart targets
Sufficient inventory, right mix of product, offer credit to resellers
Alignment of goals, minimize overlap, pushing your products
Tiered support strategy, engagement, strategic account plans
Invest in the right hubs, partners and stores
Product ranging, In-Store presence and positioning, Joint campaigns
Attractive, Engaging, Positioned optimally
Effective messaging, brand consistency, placement
Clear objectives, metrics, smarts targets, performance management
Structure, deployment, smart targets, knowledgeable, incentives, processes
Coverage, productivity, smart targets, handbooks, agency management
BUSINESS LEVERS
4
Channel margins
Working capital
Partner Sales Team
Relationship
Retail footprint
Retail store
Fixtures
Merchandising
Programs & Promotions
Sales Team
Promoters, Merchandisers
OPPORTUNITIES TO IMPROVE ROI
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NUMEROUS RESOURCES & ASSETS THAT CAN BE LEVERAGED MORE EFFECTIVELY – B2B
Commensurate to value add, right metrics, fixed vs variable, smart targets
Sufficient inventory, right mix of product, offer credit to resellers
Alignment of goals, minimize overlap, pushing your products & solutions
Tiered support strategy, strategic account plans
Partner Advisory Board, Executive Sponsorship, Business reviews
Presentation decks, cheat sheets, training, special support & incentives
Prospects, Leads, Proposals, Forecasting, Wins and Losses
Submit request, approach, insights, solution, margin management, pitch
Register request, risk assessment, competitive prices, validate end user
Upsell, Cross sell, new category & solutions, attachments, services
ISR team, source prospects, marketing plan, engagement, closure
Structure, deployment, smart targets, knowledgeable, incentives, processes
BUSINESS LEVERS
5
Channel margins
Working capital
Partner Sales Team
Relationship
Engagement
Programs & Tools
Funnel management
Deal management
Special pricing
Farming
Hunting
Sales Team
OPPORTUNITIES TO IMPROVE EXECUTION & GROW
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PLAYBOOKS CREATED FOR 7 GO-TO-MARKET AREAS TO GROW REVENUE & PROFITS
GTM StrategyClear winning aspirations,
where to play and how to win
Distribution
Efficient product flow from the
factory to the end customer
Reseller
Establishing strategic & profitable
relationships to grow SOW
Last 3 Feet
Delighting Consumers and
improving conversions in L3F
GovernanceDriving Business & Operational Excellence
Sales Team
Building the Best Sales Team in the
Industry
Enable step function improvement in results through business excellence
B2B Operations
Delighting Customers through
compelling solutions (work in progress)
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PLAYBOOK PROVIDES THE KEYS TO OPTIMIZE GTM TO GROW REVENUE & PROFITS
Businesses to improve outcomes : Grow Revenue & Profits Achieve sustainable and
predictable results Optimal deployment and
utilization of resources Build stronger Partnerships
and relationships
Tool-kit of best-in-class Solutions delivering a competitive advantage
KNOWLEDGE
KNOWHOW
ENABLES
Comprehensive assessment of strengths, issues & gaps Helps in prioritizing efforts and investments
Explains the best-in-class approach to tackling critical business areas, and achieving desired results effectively
Knowledge on successfully implemented frameworks & concepts
Diagnostic Tools
Process Maps
Methodologies
For easy, quick and consistent execution with the right data fields
Track, measure & manage metrics that matter
Templates
Scorecards
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SCOPE OF EACH PLAYBOOK FOR B2C
Right Channel fit for Products
Distribution models
Selecting & onboarding
Value channel analysis
Strategic Account planning
Compensation model
Portfolio Allocation strategy
Change in Distribution
model
Annual Route-to-Market
review
Reseller landscape
Strategies based on RAD
Recruitment process
Effective On-boarding
Reseller Profiling On-Line Channel
Strategic Account Planning
Compensation Engagement practices
Trade Marketing strategy
Optimize Retail foot-print Tools & Enablers
MerchandisingESF Team of strong Brand
advocates
Promotion excellence
Performance visibility &
accountability
Retail Health check
DISTRIBUTION PLAYBOOK RESELLER PLAYBOOK
LAST 3 FEET OR RETAIL PLAYBOOK
Team architecture
Organization structure
Standard Operating
procedures
Training Inside Sales Rep model
Performance management & measurement
Compensation & Motivation
Operational excellence
Annual Strategy review Budget review Quarterly Biz
planning
NPI process NPI integrationSales plan
aligned with Partners
Monthly biz reviews Weekly Forecast
Environmental scan
Heat in the Market Industry trends
Competitive assessment
Your Organizations
edge
“Play to Win” strategy
Balanced scorecard
SALES TEAM PLAYBOOK BUSINESS GOVERNANCE PLAYBOOK
GTM STRATEGY PLAYBOOK
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WEB-SITE TO PROVIDE AN OVERVIEW ON THE PLAYBOOKhttp:\\mindinmotion.co.playbook
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OVERVIEW OF TOOL-KIT FOR EACH PLAYBOOK
Diagnostics Process Maps Methodology Templates Scorecards
Playbooks
Strategy 1 7 14 14 1
Distribution 1 9 13 17 1
Reseller 1 9 14 7 1
Last 3 Feet – B2C 1 8 16 17 6
B2B operations WORK – IN PROGRESS
Sales Team 1 8 18 16 2
Business Governance 1 8 2 12 3
6 49 77 83 14
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APPLICABILITY OF THE PLAYBOOK ACROSS INDUSTRIESB2C
portfolio Retail Pharma Education Food & Beverage
Hardware B2B Software Services
Playbooks
Strategy
Distribution
Reseller
Last 3 Feet
B2B Ops
Sales Team
Business Governance
Extremely relevant
Partially applicable
Not applicable
B2C portfolio include Electronics, Mobile, Apparel, Cosmetics, Pharmaceuticals, Perishable goods, Computers, Printers, Accessories, etc – goods sold in Hypermarkets, Supermarkets, Mom & Pop stores, Branded stores, etc
Hardware B2B would include IT products, Chemicals, Industrial products, Equipment, Consumables, Life-science products etc – anything where a channel is required to sell the products to the end customer
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THE KEY BENEFITS OF THE PLAYBOOKS TO BUSINESSES
Best in Class
Speed of Execution
Sustainable & Predictable operations
Great ROI
Successfully deployed approaches and methodologies Enhance quality of execution Build a business advantage
No trial and error – execute with precision Prioritize efforts based on a fact based assessment Optimal utilization of resources
Enabled by Templates, Scorecards Grow faster than the Market Improve profitability
Practical, executable solutions Reasonable fees Increase customer loyalty and Employee retention
Revenue > 20% Profits > 30%
Results within 6 months
Improve Forecast accuracy > 10% pts
Revenue & Profit increase multiple
X of Fees
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PLAYBOOK CAN BE LEVERAGED TO ADD VALUE IN THE FOLLOWING WAYS ……….
Identify critical repeatable processes in the business Draft Standard Operating Procedures that serves as a field guide to drive execution excellence
HOLISTIC DEEP DIVE
DRAFT SOPs
BIZ CADENCE TOOL-KIT
Undertake a deep dive into one or more of the following areas: Distribution – RTM model, partner selection, value chain analysis, portfolio optimization Reseller – tiered strategy, strategic account plans, incentive structure, engagement models Last 3 Feet – optimize foot-print, TM strategy, retail audit, ESF management, retail operations Sales Team – structure, productivity, ISR model, training, compensation Governance – NPI process, augment 4Ps alignment, business cadence Strategy – environmental scan, heat map analysis, articulate strategy and align scorecard
Diagnostic analysis to assess execution quality and gaps Identify opportunities to improve business outcomes, and prioritize Provide practical Solutions that will help to increase Revenues and grow Profits
Create a set of standard Templates & Scorecards to enable easy, quick & consistent execution Institutionalize the tool-kit through digitization
Create and deliver Face-to-Face or E-Learning Training for high impact areas where knowledge gaps need to be bridged and skill sets of the Team need to be enhanced
TRAINING
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DIFFERENTIATION OF PLAYBOOK vs TYPICAL SOLUTIONS OFFERED BY CONSULTING INDUSTRY
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STARTS WITH A COMPREHENSIVE DIAGNOSTIC TOOL Assess robustness of current execution Identify business needs - gaps and opportunities Prioritize areas of focus
SOLUTIONS HAVE ALREADY BEEN CREATED THAT MERELY NEEDS TO BE CUSTOMIZED Methodologies and Approaches Processes Templates Scorecards
PRACTICAL AND EASY TO EXECUTE Provide Solutions that have been deployed successfully – enable precision execution No pilot required - save time and costs No additional investments – doing things differently, and doing different things
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