© vlerick business schoolorganization structures for scm 1
TRANSCRIPT
© Vlerick Business School Organization structures for SCM1
VLERICK SALES CLUB SUMMARIES
DEVA RANGARAJAN
© Vlerick Business School
LIST OF SESSIONS
Steps in strategic selling
What are the different roles in strategic selling
Sales and Marketing?
Merchandizing
Building a Planogram
Key account management
Category Management
Shopper based design
CRM Usage
Ethical Issues3
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KEY LEARNINGS SESSION 3: SALES AND MARKETING INTERFACE IN FMCG
MARKETING
Long term focus Brand focus Budget control Assortment/company
focus Pricing responsibility
(shared)
SALES
Short term focus Category focus Budget control Client focus Pricing responsibility
(shared)
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KEY LEARNINGS SESSION 3: SALES AND MARKETING INTERFACE IN FMCG
In FMCG companies, there usually are two kinds of teams: Business execution teams and Customer Teams
Business Execution Teams (BET) consists of cross functional team members comprising of sales, marketing, finance, category management, supply chain.
The BETs are responsible for INDIVIDUAL CATEGORIES of products. So if a company has multiple brands/categories there are multiple BETs
They are vertically organized5
© Vlerick Business School
KEY LEARNINGS SESSION 3: SALES AND MARKETING INTERFACE IN FMCG
The Customer team usually is a predominantly sales oriented team
Is organized by type of customers so is horizontal
You will have specific Customer teams for Carrefour, Delhaize, Colruyt, etc.
Customer Team consists of sales profiles like Key account Manager, Sales director, field sales reps, merchandizing teams, finance, logistics, etc.
The Customer team are responsible for INDIVIDUAL CUSTOMERS. So if a company has multiple customers there are multiple Customer Teams
They are horizontally organized6
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KEY LEARNINGS SESSION 3: SALES AND MARKETING INTERFACE IN FMCG
Sales and marketing interface at at least three different levels: 1) day to day business, 2) Integrated business planning, 3) customer negotiations
The key for success here is three levels of alignment that needs to be achieved:
Category Alignment, Brand Alignment, Cust. Alignment
The main purpose is to be customer centric
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KEY LEARNINGS SESSION 3: SALES AND MARKETING INTERFACE IN FMCG
Integrated Business Planning: An internal process that involves the coming together of the Business Execution Teams and the Customer Teams
Usually begins with a Marketing Audit and then is followed by a Sales Audit from the customers.
The results are discussed in a workshop format
The participants in the workshop are usually cross functional.
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© Vlerick Business School
KEY LEARNINGS SESSION 3: SALES AND MARKETING INTERFACE IN FMCG
Integrated Business Planning
Marketing Audit Input: Market Dynamics, Buying Behaviors of Customers, Brand Levers
Sales Input: Specific Customer Audit including shopper insights, category sales, customer sales, etc.
The Marketing Audit comes first, followed by the Sales Audit, followed up by Joint Business Plans made to specific customers like Delhaize, Carrefour, etc.
The last quarter of the year is mainly dedicated to negotiations of the Customer Teams with the customer.
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