marketing & sales excellence academy project_11.11.2011
TRANSCRIPT
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®