Supplies 𝑷𝒆𝒓𝒇𝒆𝒄𝒕𝒍𝒚 𝑩𝒓𝒂𝒏𝒅𝒆𝒅 Promotional Products ● Drives Brand Awareness ● RtM Strategy, Sales & Distribution Expert ● 25 yrs+ Global Success ● For BAT, Diageo, Danone, Spectrum Brands, Glanbia, Heineken+
𝐀𝐜𝐜𝐞𝐥𝐞𝐫𝐚𝐭𝐢𝐧𝐠 𝐅𝐌𝐂𝐆 𝐑𝐭𝐌 𝐈𝐦𝐩𝐫𝐨𝐯𝐞𝐦𝐞𝐧𝐭: 𝐎𝐧𝐞 𝐒𝐭𝐞𝐩 𝐚𝐭 𝐚 𝐓𝐢𝐦𝐞 Whenever we think of Route to Market Improvement, we often think of transformation programmes, or a completely new strategy, or even a deep dive piece of research followed by weeks of analysis that leads to some significant RtM change. In many cases, these are a very valid next step, and often we may even recommend one of these options to a client. But they will take some time, planning, and resources and will usually entail some stakeholder engagement, both internally in the company, and often externally with trade partners. 𝑰𝒔 𝒕𝒉𝒆𝒓𝒆 𝒂 𝒇𝒂𝒔𝒕𝒆𝒓 𝒏𝒆𝒙𝒕 𝒔𝒕𝒆𝒑? The answer is YES, of course there is. Our RtM mantra is always to begin NOW (usually by reviewing your current RtM against best in class). But NOW does not have to be the big RtM change or transformation. 𝑾𝒉𝒚 𝒏𝒐𝒕 𝒔𝒕𝒂𝒓𝒕 𝒘𝒊𝒕𝒉 𝑶𝑵𝑬 𝑪𝑯𝑨𝑵𝑮𝑬? Choose One RtM step that you can integrate into your approach almost immediately, that could have a significant difference. 𝑻𝒐𝒅𝒂𝒚’𝒔 𝑹𝒕𝑴 𝑪𝒉𝒂𝒏𝒈𝒆: 🎯🎯 𝑷𝒖𝒕 𝑻𝒂𝒓𝒈𝒆𝒕𝒔 𝒊𝒏 𝑷𝒍𝒂𝒄𝒆 🎯🎯 I don’t just mean sales revenue or volume (but you need those at the very least). Get into the details. For example: 🎯 Scorecards for Distributors, 🎯 KPIs for Wholesalers, 🎯 Daily call targets for sales reps, 🎯 Payment targets for customers, 🎯 Display/planogram targets for retail outlets, 🎯 Range targets for customers, 🎯 Promotional targets for accounts, etc. Once we have targets, we can reward against them. 𝑾𝒉𝒂𝒕 𝒈𝒆𝒕𝒔 𝒎𝒆𝒂𝒔𝒖𝒓𝒆𝒅 𝒈𝒆𝒕𝒔 𝒅𝒐𝒏𝒆, 𝒂𝒏𝒅 𝒘𝒉𝒂𝒕 𝒈𝒆𝒕𝒔 𝒓𝒆𝒘𝒂𝒓𝒅𝒆𝒅 𝒈𝒆𝒕𝒔 𝒓𝒆𝒑𝒆𝒂𝒕𝒆𝒅! 𝑾𝒉𝒂𝒕 𝑺𝒉𝒐𝒖𝒍𝒅 𝒀𝒐𝒖 𝑫𝒐 𝑵𝒐𝒘? ☎ If you need specific Route to Market help, please reach out to me here. We are Route to Market experts with 30+ years of experience. We deliver sales growth on a consultancy or interim management fee basis. We work globally, using our local experts. 🌏 If you want to discover more of our RtM advice and solutions, please click here 👉 https://lnkd.in/eSz3kKHZ Regards Ross #enchange #sales #management
Well Ross, this is an ingenious approach to make fast improvements in RtM happen, and there can be more as you mentioned.. Knowing well the importance you attach to RtM training programs, what do you think about the possibility to train and to challenge the sales force on one RtM best practice a month, while setting targets to measure it. I'm certain that the improvements done by a year will be significant !
Thanks for sharing dear ROSS, Add to this respective sharing, Consumers are the final destination to take Care & mesures to provide 📈 shipment 🎯 Stock Market 📊 IMS @ in Market sales eficiancy 👍🎩
Thanks Ross Marié for sharing. It is very insightful. In the past few months, I have implemented an incentive scheme for field force in order to increase daily and effective call for specific channel. Unfortunately, the results is not as expected. It turns out that putting target and integrating it to the incentive scheme only one thing, we also need to improve the FF capabilities and supporting them with tools to achieve the target.
Excellent advice Ross. Focusing and delivering on low hanging fruits is a good way to start a RTM improvement journey!
Excellent take by Ross Marié on how to improve #FMCG #RTM ….and do it quickly. I would add that most of what Ross describes can be designed in 2-3 months, beit for a single market or indeed a region or on a #RTMGlobal basis. Thanks Ross.
👍👍👍
Senior Supply Chain Consultant & Interim Director * ex Unilever * ex Policolor CEO * - Sorting out difficult stuff in Supply Chains and seeing it stays sorted.
8moThat first step can be the brutally honest realisation that all is not well in your RtM. Your RtM may well be excellent but when did you last measure against the benchmark? Nice one Ross Marié.