marketing & sales excellence academy project_11.11.2011

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Page 1 of 5 November 2011 B2B/eCommerce journey: from strategy to business embedment – EMEA B2B/eCommerce journey: from strategy to business embedment – EMEA ‘Marketing and Sales Excellence’ Academy Project Title: Date: September 2011 Project Sponsor Jorge Lopez; Head of SBS EAME Jon Parr, Regional Head EAME Project Leader Frédéric STASSE Team Members Countries Project Lead & Sponsor + cross Functional Team (Sales, Supply, Finance, Marketing, IS) Andreas Rosenberg + Business Process Analyst Team (SD & MD) Anna Perlin, Claudio Onodera Infosys Team (Ext), Strategic supplier of IT services Project Summary Channel Interaction & Intimacy transformation; from strategy understanding to full business embedment In 2006 the project team set out to address the question of how Syngenta can better succeed in partnering and focusing on distributors whilst strengthening Syngenta brands and image. The cross functional team was made up of people from Customer Service, Finance, Sales, IS and the regional B2B teams. The project started with a customer survey which showed that Improved Access to Information is a must have around: Speed of Information, Accuracy of Information Improve Transparency of Relationship agroklik ® service was created to serve, to facilitate the way we do business with channel partners in country. The service was successfully piloted in Hungary during 2007 and launched in Poland & the Netherland in 2008. Since than, deployment of agroklik ® occurred in Iberia, CH, CZ/SK, RO, BE, RSA, IT and our export business CH30 (non IMC countries). The successful deployment of agroklik ® supports Syngenta’s Grow Strategy and has put us ahead of the competition by offering a new customer-friendly platform for channel partners. This is the first, unique CRM platform where we share real time information with our channel partners, we interact with him and we transact with him.

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Page 1 of 5 November 2011 B2B/eCommerce journey: from strategy to business embedment – EMEA

B2B/eCommerce journey: from strategy to business embedment – EMEA

‘Marketing and Sales Excellence’ Academy Project Title:

Date: September 2011

Project Sponsor

Jorge Lopez; Head of SBS EAME

Jon Parr, Regional Head EAME

Project Leader

Frédéric STASSE

Team Members

Countries Project Lead & Sponsor + cross Functional Team (Sales,

Supply, Finance, Marketing, IS)

Andreas Rosenberg + Business Process Analyst Team (SD & MD)

Anna Perlin, Claudio Onodera

Infosys Team (Ext), Strategic supplier of IT services

Project Summary

Channel Interaction & Intimacy transformation; from strategy

understanding to full business embedment

In 2006 the project team set out to address the question of how

Syngenta can better succeed in partnering and focusing on

distributors whilst strengthening Syngenta brands and image.

The cross functional team was made up of people from Customer Service,

Finance, Sales, IS and the regional B2B teams. The project started with a

customer survey which showed that Improved Access to Information is a

must have around:

Speed of Information,

Accuracy of Information

Improve Transparency of Relationship

agroklik® service was created to serve, to facilitate the way we do

business with channel partners in country. The service was successfully

piloted in Hungary during 2007 and launched in Poland & the Netherland

in 2008. Since than, deployment of agroklik® occurred in Iberia, CH,

CZ/SK, RO, BE, RSA, IT and our export business CH30 (non IMC

countries). The successful deployment of agroklik® supports Syngenta’s

Grow Strategy and has put us ahead of the competition by offering a new

customer-friendly platform for channel partners. This is the first, unique

CRM platform where we share real time information with our channel

partners, we interact with him and we transact with him.

Page 2 of 5 November 2011 B2B/eCommerce journey: from strategy to business embedment – EMEA

agroklik® service improves speed-to-market and increases relationship

transparency. It enhances Syngenta’s distribution channel strategy and

internally allows additional focus on value-adding selling activities.

agroklik® is a template that can be extended throughout other countries

and regions with low local customization. To date it has been introduced

in 12 countries and our CH30 export business. We have about 800

customer users, 300 internal Syngenta users; It processes about 700

million USD businesses

Actions

- What you

actually did

Coordinating and managing the 3 transformational journey

necessary to build B2B:

1. Customer journey,

2. Organization journey

3. Systems journey

Building & managing B2B Business case, benefits case for each

cluster (clusters decided by country readiness, willingness and

ability);

Leading the project team delivering the business transformation

(business processes, change management); Embedding & securing

steady state sustainability; Securing business impacts

Developing and deploying SAP B2B (Internet Sales) in HU, PL,

Benelux, Iberia, CH, CZ & SK, RSA, IT, RO & CH30 (export

business)

Business Impact

- Actual impact

figures

achieved (sales,

mkt share ..). As

up to date as

possible

By end of 2011 year, agroklik® will have processed 700 million USD

business with high users’ satisfaction.

In countries such as ES, PT, HU, PL, RSA, 80+% of the business goes

through agroklik®. It is fully embedded in day-to-day business activities

and ways of working with distributors. A system shut down would create

a big problem.

Benefits for distributors are:

One-stop shop, ease of doing business (customers can place

orders, track orders, complain, see purchase history on line)

Holistic view of the business

24 x 7 access, Response time

Accuracy of transaction/ information

Transparent: instant account position & target tracking

Management of working capital and associated financial costs

Benefits for SYT are:

Speed to market – agroklik® is leveraged to post information, News

Page 3 of 5 November 2011 B2B/eCommerce journey: from strategy to business embedment – EMEA

Alerts, advertise new products; so it is a new media

Reduce transaction cost to serve, improve effectiveness & efficiency

of commercial force

e.g. HU: 10 mins / order (saved) x 2,500 orders / year = 52

man days Increased focus on value-added activities,

increase in service level

e.g. PL: Frees-up KAM (1 hour/day/KAM in PL = 10% efficacy

improvement

Better risk management (Credit limit / customer account) are

available real-time;

Visibility of distributor inventory for better stock management

Paperless

"enabler for further digital channel integration"

Innovation &

Creativity

- What did you do

differently

agroklik® can be adapted as required. 80% is common amongst all

countries, with 20% being tailored to country needs and channel & legal

requirements. The service can be different, tailored even between

distributors in the same country.

Link to MaSE

Pillars

- which did you

use, and how

GIM Today, agroklik® is only available to channel

partner; however, it can/will be leveraged to

interact directly with growers in some commercial

Units in the future.

CRM agroklik® is an ideal CRM tool to manage

relationship with Channel Partners: sharing

information – interacting with the customer –

handling transactions.

Marketing Plans NO

Channel Management agroklik® is an ideal channel management platform

Support segmentation of Channel and

Segmented value proposition into

customized offers

Support specific/customized business plans

with specific value propositions

create clear plans and targets for

individual accounts

everything is available and transparent

on agroklik®

Support Collaborative marketing between

channel partners and Syngenta

One-stop shop, ease of doing business

Holistic view of the business

Page 4 of 5 November 2011 B2B/eCommerce journey: from strategy to business embedment – EMEA

Response time, 24 x 7 access

Accuracy of transaction/ information

Transparent: instant account position &

target tracking

Management of working capital and

associated financial costs

Pricing NO

FFE (Field Force

Effectiveness)

Yes. Less time in admin tasks, more time for

selling

Cascading skills

& knowledge

- How did you

transfer MaSE

skills to other

Syngenta

people?

For each agroklik® project, the team started with the understanding of the

channel and field force strategies in order to develop the appropriate

service.

We divided the B2B journey in the 3 transformational journeys:

1. Distributor journey

Segmentation ; Partnership

Establish new ways of working – Pay for performance

Business Plan, Targets, KPIs

Collaborative marketing – Go-To the growers together

2. Organization Journey

Internal Change Management, Mobilization, training,

Alignment of supporting functions: Sales, Finance, Supply,

Marketing

KPI to track progresses & benefits

3. Systems journey

Full alignment between gSAP modules – CRM, B2B, EDWH, ERP

We trained the local Key Account Managers themselves in the new ways of

working, and then educated the customers.

Along the years, we have built a B2B community including business

practitioners from 12+ countries and region; on a regular basis (every

other week), we share good & less good practices, and strive for continued

improvement.

Current situation

The journey continues – Integrated Crop Solution (ICS)…

Today, agroklik® only exists for the CP business; we are working hard and

planning on building one face to the customers, so both CP & SE business

will be managed through agroklik®

Looking at B2B2C service, where:

The Syngenta commercial force owns the relationship with the growers

but we team up with the distributers who is not by-passed

The grower places orders directly in agroklik®

Page 5 of 5 November 2011 B2B/eCommerce journey: from strategy to business embedment – EMEA

Distributors is leveraged for what he does well: storing, delivering

goods and invoicing the grower

Additional

Information

agroklik® is a Syngenta registered trademark in EU, RU, UA