POWERING COMMERCIAL EXCELLENCE INITIATIVES WITH CHANGE MANAGEMENT THINKING As customer demands change, and competition intensifies, companies’ sales effectiveness is put under increasing pressure. Consequently, corporate and commercial strategies are deployed from headquarters to chart the way to growth and profitability, but they do not always provide the impact intended in the daily operations. Improving your sales operations is about the alignment of people, process, structure and technology. However, there is an increasing distance between those who define the policies for increasing effectiveness and those who realise it. “Effectiveness in our global sales organisation goes beyond just defining new concepts – it depends on changing behaviour on the ground. And this has required more than just information from us at headquarters.” Head of Global Commercial programme, large Danish industrial goods company Impact requires an integrated end-to-end process from idea to implementation with a suitable implementation pace that allows for dealing with surprises and course corrections in the process. In seeking to improve your sales operations globally, you should follow five key steps. #1 SELECT OPPORTUNITIES AND CLEAR GOALS #2 DEFINE CLEAR POLICIES, BUT PREPARE FOR LOCALISATION #3 PLAN THE ROLL-OUT #4 MAKE IT LOCAL #5 REALISE THE DESIRED BEHAVIOUR Central for all five steps is focus on change leadership as only changes in local behaviour will result in the desired impact. 3
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