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