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© Vlerick Business SchoolOrganization structures for SCM 1
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 Issues 3
© Vlerick Business School 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) 4
© Vlerick Business School 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 5
© 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 organized 6
© Vlerick Business School 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 7
© Vlerick Business School 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. 8
© 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. 9
VLERICK SALES CLUB SUMMARIES DEVA RANGARAJAN. © Vlerick Business School LIST OF SESSIONS Steps in strategic selling What are the different roles in.
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