Sales Enablement at Solvay Specialty Polymers/media/Corporate/Pdf...Sales Enablement at Solvay...

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Sales Enablement at Solvay Specialty Polymers Vlerick Sales Conference June 3 2015

Transcript of Sales Enablement at Solvay Specialty Polymers/media/Corporate/Pdf...Sales Enablement at Solvay...

Page 1: Sales Enablement at Solvay Specialty Polymers/media/Corporate/Pdf...Sales Enablement at Solvay Specialty Polymers Vlerick Sales Conference June 3 2015 A major global player in Chemicals

Sales Enablement at

Solvay Specialty

Polymers Vlerick Sales Conference

June 3 2015

Page 2: Sales Enablement at Solvay Specialty Polymers/media/Corporate/Pdf...Sales Enablement at Solvay Specialty Polymers Vlerick Sales Conference June 3 2015 A major global player in Chemicals

A major global

player in

Chemicals with

compelling

strengths Created by Ernest Solvay in 1863,

Solvay is a Global company, with

historical anchorage in Europe,

and headquartered in Brussels.

€10.21bn NET SALES

€1.78bn Adjusted REBITDA

119 MAJOR

INDUSTRIAL SITES

15 MAJOR R&D

CENTERS

26,000 EMPLOYEES

52 COUNTRIES

Our strengths

• 90% of sales in businesses among the top 3 global leaders

• 38% of sales in fast growing markets

• Balanced portfolio of activities

• A culture of sustainability, innovation and operational excellence

Who are we?

COMPANY OVERVIEW

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Specialty Polymers at a glance

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4 R&I centers

6 prod. sites

4 R&I centers

2 prod. sites

Aircraft

Healthcare

Automotive

Oil & Gas

Alternative Energy

Membranes

Industrial

Construc- tion

Smart Devices

Electricals &

Electronics

Multiple

end markets

Consumer Goods

7 prod. sites

2 R&I centers

Net

Sales

2014

Business Strengths

0040+ Proprietary Technologies

0350+ Commercial Employees

0450+ RD&T Specialists

1500+ Products

2700+ Employees Worldwide

2900+ Patents in Force

4000+ Customers

COMPANY OVERVIEW

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+10%

EBITDA

Transforming two organizations into the NEW

SOLVAY

2011 2013

• Successful friendly

takeover bid for

Rhodia, a French

chemical company New growth strategy based on

Innovation

Operational Excellence

Marketing & Sales Excellence

Expansion in fast growing regions

Efficiency

Effectiveness

• A new, radically

transformed

organization ̶ the

NEW SOLVAY ̶

began a new

chapter in its history

2015

BACKGROUND

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+ EUR 320 mn

in EBITDA

Commercial Excellence is about one way of

working and leveraging key capabilities

External

Customers

End

users Internal

Customers

Commercial

Excellence

«one way of working »

«leverage key

capabilities»

• Identify, embed best practices & operational levers

• Develop tools and processes to support and

optimize our commercial operations and

capabilities

• Grow profitably our top line

Efficiency Are we doing the

right things?

Effectiveness Are we doing the

things right?

2016

BACKGROUND

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Benefits at all levels of our

commercial structure

A global CRM system to enhance transparency

throughout the organization and to create one

source of truth

500+ users

worldwide

One global

CRM

system

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harmonized

processes

Pipeline

visibility

Focus on

Data Quality

One way of

working

10

months

97% usage

rate

Monitor easier progress and focus

their teams on the right developments

Build a «Corporate memory» of all

customer related information

Faster integration of new businesses

and product lines (scalability)

Enable synergies sharing key

information about customers across

different BU’s

Build bottom up approach and

transparency in commercial roadmap

Monitor key performance indicators

company-wide

CRM PROGRAM: WHY?

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Best-in-class commercial practices are supported

through our CRM (SFDC)

ACHIEVE

EXCELLENCE

• Faster Analysis of

thousands Customer

Product combinations

• More profitable

pricing system

• Daily impact tracking

• Extract more value

from existing

business

• Develop case stories

and best practices

• Create Shared-

learing platform for

Sales Team

• Align objectives and

account strategies

among teams ww

• Increase Account

Management efficiency

with automated

Reports and

Dashboards

Sales Force

Management

Transactional

Pricing

Value Base

Pricing

We developed and brought to innovative tools which accelerate our Commercial

Excellence initiatives and EBITDA targets

Commercial Roadmap

• In detail bottom-up

approach to create a

sound business

forecast has been

developed across the

different functions

and regions

CRM PROGRAM: ENABLEMENT

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The Transactional Pricing tool allows us to quickly

harmonize our pricing structure within a peer group

TP tool allowed us within 3 weeks

instead of months to:

• Review more than 10.000 Customer

Product Combination (CPC)

• Set suggested margins and prices

• Track actual impact and progress

The Transactional Pricing Tool guarantees that new

target customer prices are properly and timely

implemented

Project duration: 3 months

Implementation: CommEx team and

Salesforce.com team

Benefits

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CRM PROGRAM: ENABLEMENT

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• Define & reinforce relevant

business processes as a first

milestone

• Use a common methodology-

but assess & adapt critical

differences for each business

• Strong focus on testing before

go-live

• Data analysis, integration and

clean up are essential

• Business/IT hand in hand

during implementation and post

go-live

Main lessons learned…

• Be aware that people should

drive processes and not vice

versa

• Emphasize organizational &

personal gains of the tool

• User-friendliness based on

user feedback

• Management buy-in is crucial

• Embrace process as part of the

organization's culture

• Maintain focus (KPIs)

User perspective Operational perspective

Change Management is Key

CRM PROGRAM CRM PROGRAM: ENABLEMENT

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• Managers adopt and

regularly use the

system

• CRM is in the agenda of

all sales team meetings

The Success of the CRM program is about Change

Management: People change their behavior only if

4 conditions are fulfilled

A compelling story

“I know what is expected of

me – I agree with it, and it

is meaningful”

Skills required for

change

“I have the skills and

competencies to behave

in the new way”

Reinforcement

mechanisms

“The structures,

processes and

systems reinforce

the change in

behavior I am being

asked to make”

Role-modeling

“I see superiors, peers and

subordinates behaving in

the new way”

I will change my

behavior if…

• CRM single source of

truth

• CRM usage objectives

are reflected in PDCR

• Monitor data quality and

performance metrics to

drive behavior

• Consistent messages

from GBU presidents &

Commercial Leaders in

terms of priority for

CRM program

• Showcase successful

user stories

• Comprehensive

training strategy:

online, classroom,

informal

• Clear support

organization (regional

power users, delegated

system administrators)

CRM PROGRAM: ENABLEMENT

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Thank you!

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Material Safety Data Sheets (MSDS) are available by emailing us or contacting your sales

representative. Always consult the appropriate MSDS before using any of our products.

Neither Solvay Specialty Polymers nor any of its affiliates makes any warranty, express or

implied, including merchantability or fitness for use, or accepts any liability in connection

with this product, related information or its use. Some applications of which Solvay’s

products may be proposed to be used are regulated or restricted by applicable laws and

regulations or by national or international standards and in some cases by Solvay’s

recommendation, including applications of food/feed, water treatment, medical,

pharmaceuticals, and personal care. Only products designated as part of the Solviva®

family of biomaterials may be considered as candidates for use in implantable medical

devices. The user alone must finally determine suitability of any information or products for

any contemplated use in compliance with applicable law, the manner of use and whether

any patents are infringed. The information and the products are for use by technically

skilled persons at their own discretion and risk and does not relate to the use of this

product in combination with any other substance or any other process. This is not a license

under any patent or other proprietary right.

All trademarks and registered trademarks are property of the companies that comprise the

Solvay Group or their respective owners.

© 2013, Solvay Specialty Polymers. All rights reserved.

www.solvay.com