How to build a relevant sales force? Wim van Gils

January 24, 2013

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…but also faces a number of challenges

Why build a relevant sales force for Philips?

Philips has a lot of competitive weapons...

Brand

Technology innovation

Global footprint

People and core capabilities

Deep market insights

Philips has the opportunity to unlock

commercial potential in the Markets

Step change in operational

excellence

More external focus

Fragmented organization

Global scale vs. local relevance

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

Operating model Growth &

Performance Culture

End2End

• Redesign customer value

chains

• Deliver superior customer/

consumer value

• Implement faster, simpler, more

agile processes

• Execute excellently

Customer Centricity

• Understand customer needs

and market requirements better

than our competition

• Stimulate entrepreneurship

• Drive local relevance, gain

market share

Accelerate!

4

Our goal is to further improve the marketing and sales organization

Standardize way of working

Improve internal

transparency

Integrate customer approach Increase focus on customer

Enhance data driven

decision making & analytics Remove organizational silos

5

Philips defines a capability as an aligned combination of people, tools,

processes and data

Alignment

Process flows

Performance measures

Roles & responsibilities

Reward systems

Skills & competences

Culture

Applications

Templates Infrastructure

Master data

Reports / Dashboards

Analytics

People

Tools Processes

Analytics

6

Market 2 Order Excellence is about sustainable behavioral change, driving

business impact with our customers

M20 Excellence

• Improve continuously

• Secure sustainability of business

improvements

• Determine maturity levels

• Identify opportunities

• Identify market-driven

requirements

• Quickly adapt

to market • Accelerate building commercial

capabilities

• Create competitive advantages

• Incorporate commercial best practices

in Philips culture

• Help to develop Knowledge,

Skills and Attitude across the

commercial organization

• Driving Performance

management by continuous

improvement

LEAN Channel CRM Quick Scan M2O Academy

7

Our customers will experience a Philips that is more relevant and sensitive

to their needs

Relevant products

• Better insight in customer

needs

• Matching product

propositions

Service & after care

• Lead follow-up

• Trigger-based service &

after care

Relevant offers

• Pricing optimization

• Cross-selling within sector

High quality of contact

• Informed client dialogue

• Pro-active approach

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In summary, M2O Excellence will bring a step-change in terms of how to win

with customers in their markets

Share best practices in sales across Philips

Drive improved and more predictable business results

Increase sales efficiency with less administrative work

Understand what is happening at a customer level (x-sector)

Provide customers with a more coherent customer experience

Identify sales opportunities due to increased visibility