Vlerick Sales club summaries

1. Organization structures for SCM

2. Vlerick Sales club summaries Deva Rangarajan

3. 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 Issues

4. Key Learnings Session 3: Sales and Marketing interface in FMCG Marketing sales Short term focus Category focus Budget control Client focus Pricing responsibility (shared) • Long term focus • Brand focus • Budget control • Assortment/company focus • Pricing responsibility (shared)

5. 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 organized

6. 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 organized

7. 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

8. 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.

9. 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.

10. Thank you! Deva.Rangarajan@vlerick.com Astrid.dewael@vlerick.com