Sales Force Efficacy, Prague Seminar

906 views
784 views

Published on

A real life example of Sales Force Efficacy for the Central & Eastern Europe region

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
906
On SlideShare
0
From Embeds
0
Number of Embeds
14
Actions
Shares
0
Downloads
0
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Sales Force Efficacy, Prague Seminar

  1. 1. Sales Force Efficacy Analysis CEVA Sante Animale Romania for CENTRAL EUROPE SEMINAR PRAGUE, SEPT. 2006 by Sorin CIUCIUC
  2. 2. Considerations The Sales Force Efficacy lays in our Product Portfolio efficient use in front of our Customers General Overview The Trigger We can analyze our efficacy through our management of: Territory Customers Product Portfolio We can increase our efficacy by increasing: The Retention Rate of our Products within the Customer’s Portfolio The Profitability in front of our Customers The Penetration within the Territory 2
  3. 3. Considerations The Sales Force Efficacy lays in our Product Portfolio efficient use in front of our Customers General Overview The Trigger We can analyze our efficacy through our management of: Territory Customers Product Portfolio We can increase our efficacy by increasing: The Retention Rate of our Products within the Customer’s Portfolio The Profitability in front of our Customers The Penetration within the Territory 3
  4. 4. General Overview Nice TURNOVER evolution since January, 2005 350.000 300.000 > 275kE Turnover Value in EURO 250.000 200.000 175kE-225kE 150.000 100.000 50.000 0 g g 06 ec r p r t v AN b n N b n ay ay l l ar ar ju ju oc ap ap no se ju au ju au fe fe A 4 m m d m m /J /J 05
  5. 5. General Overview Significant growth in %GM 350.000 100% 90% 300.000 80% Turnover Value in EURO 250.000 65,40% 70% 62,99% 58,52% 59,60% 60,31% % Gross Margin 60% 200.000 57,68% 59,74% 56,09% 50% 150.000 40% 100.000 30% 20% 50.000 10% 0 0% N g b r n ay l ar ju 5 ap ju au fe A m m /J 06
  6. 6. General Overview AVIAN Manageable Number of Customers INFLUENZA 70 STRIKES 66 64 Number of Invoiced Customer (monthly) 60 58 57 58 58 58 53 52 50 50 51 48 46 46 46 42 42 41 40 38 30 20 10 0 N N g 06 ec p r r v t b n b n ay ay l l ar ar ju ju oc ap ap no se ju au ju fe fe A A m m d m m /J /J 6 05
  7. 7. General Overview Value Growth per Areas 60.000 50.000 40.000 30.000 20.000 10.000 2005 mn. 0 average a a a a a 2006 mn. e re re e re Ar Ar A .A .A average7 T. S. C. Tr M
  8. 8. Considerations The Sales Force Efficacy lays in our Product Portfolio efficient use in front of our Customers General Overview The Trigger We can analyze our efficacy through our management of: Territory Customers Product Portfolio We can increase our efficacy by increasing: The Retention Rate of our Products within the Customer’s Portfolio The Profitability in front of our Customers The Penetration within the Territory 8
  9. 9. Trigger → Analysis → Actions The TRIGGER for this analysis was an INCONSISTENCY OF SALES spotted for some of our customers We’ve DEEPEN our ANALYSIS: In-depth Sales Analysis Products Shifting within Customers’ Portfolio Logistic Issues: Special Product Categories to Follow Customers Shifting within the Areas Considering this ANALYSIS and the MARKET EVOLUTIONS we’ve decided a set of ACTIONS: New Set of Tools for Customers’ Management Territory Adjustments 9
  10. 10. Trigger → Analysis → Actions We’ve analyzed 17 consecutive months of sales between Jan, 2005 – May, 2006 We’ve excluded new started customers and those closed 10
  11. 11. Trigger → Analysis → Actions We’ve split the figures per areas: Potential Monthly Total TO Loses Loses Jan 2005 – May 2006 Jan 2005 – May 2006 Jan 2005 – May 2006 OVERALL Country CONFIDENTIAL Jan 2005 – May 2006 2.472.665 651.729 38.337 TOTAL Transilvania Area 508.211 94.601 5.565 TOTAL Center Area 329.327 82.433 4.849 TOTAL Timis Area 238.657 76.698 4.512 TOTAL Moldova Area 259.410 185.481 10.911 TOTAL South-East Area 565.629 100.658 5.921 TOTAL South-West Area 571.431 111.858 6.580 ► We’ve touched the market potential, but we couldn’t keep it within our portfolio for certain reasons… 11
  12. 12. Trigger → Analysis → Actions The TRIGGER for this analysis was an INCONSISTENCY OF SALES spotted for some of our customers We’ve DEEPEN our ANALYSIS: In-depth Sales Analysis Products Shifting within Customers’ Portfolio Logistic Issues: Special Product Categories to Follow Customers Shifting within the Areas Considering this ANALYSIS and the MARKET EVOLUTIONS we’ve decided a set of ACTIONS: New Set of Tools for Customers’ Management Territory Adjustments 12
  13. 13. Products Shifting within Customers’ Portfolio Customer A: “The SHOTS Customer Type” 13000 VETRIGENT 5 100ML Commercially Hard to Get VERMITAN 10% 1L 12000 Driven and Keep a UNICOCCIN 1L 11000 Customer New Product NEOSTOMOSAN 1L 10000 INTRAMICIN 100ML Total Monthly TO (EURO) FP DILUENT 9000 10ML+1/2SCAR FLUMIQUIL(FLUQUICK) 8000 50% 1KG COGLAVAX 500ML 7000 COGLAVAX 100ML CEVASOL AD3E+C 5L 6000 CEVAMUNE 1TB 5000 CEVAMEC 1% 50ML 4000 CEVAC VITAPEST L 2000DS CEVAC VITAPEST L 3000 1000DS CEVAC NEW L 5000DS 2000 CEVAC NEW L 1000DS 1000 CEVAC ND-IB-EDS K 500ML CEVAC IBD L 2500DS 0 CEVAC IBD L 1000DS -1000 CEVAC FP L 1000D N N 06 ec g v p r r ay ay t b n b l ar ar 13 ju oc ap ap no A A ju au se fe fe m m d m m /J /J 05
  14. 14. Products Shifting within Customers’ Portfolio Customer B: “The CONSTANT TO Customer Type” 2200 VETRIMOXIN LA 100ML Constant Shifting VETRIFLOX 100 PULVIS 1KG Products Portfolio TIACLOR PX 25KG SUPRAVITAMINOL SOL 1L 1700 Total monthly TO (EURO) SPECTAM SCOUR HALT 100ML SPECTAM INJ 100ML NEOSTOMOSAN 1L 1200 NEGEROL 210ML MYCOTOX 25KG FLUMIXAN 5% 12KG 700 FERVETRIN 20% 100ML COLIVET SOL 5L COLIVET SOL 1L 200 COLIVET PULVIS 20KG CEVASOL AD3E+C 5L AMPISUR 100ML -300 N N g v 06 ec t p r r ay ay b n b l ar ar ju oc ap ap no ju au fe se fe A A 14 m m d m m /J /J 05
  15. 15. Products Shifting within Customers’ Portfolio Customer C: “The SHARP Customer Type” 12000 Sharp TIAMVET 800 25KG 11000 Increases and 10000 Decreases MIXOLIGO PLUS 20L Total Monthly TO (EURO) 9000 8000 COLIVET SOL 5L 7000 COLIVET SOL 1L 6000 5000 CEVASOL AD3E+C 5L 4000 CEVASOL AD3E+C 1L 3000 2000 CEVAMUNE 1TB 1000 0 CEVAC NEW L 5000DS -1000 g 06 ec N r p N r v t b n b ay ay l ar ar ju oc ap ap no ju au se fe fe A A m m d m m 15 /J /J 05
  16. 16. Trigger → Analysis → Actions The TRIGGER for this analysis was an INCONSISTENCY OF SALES spotted for some of our customers We’ve DEEPEN our ANALYSIS: In-depth Sales Analysis Products Shifting within Customers’ Portfolio Logistic Issues: Special Product Categories to Follow Customers Shifting within the Areas Considering this ANALYSIS and the MARKET EVOLUTIONS we’ve decided a set of ACTIONS: New Set of Tools for Customers’ Management Territory Adjustments 16
  17. 17. Special Product Categories to Follow Products to be Pushed With an Aggressive 140000 Offer TIAMVET 800 25KG 120000 We’ve TIACLOR PX 25KG Increase Total Monthly TO (EURO) Based on TH4+ 60L 100000 the TO a Demonstrated TH4+ 25L Potential QUINOEX 10 1L 80000 QUINOCOL 1L 60000 FLUMIXAN 5% 12KG DOXYVIT 100 PULVIS 1KG 40000 DOXYVIT 100 PULVIS 10KG 20000 DOXYVIT 100 PREMIX 10KG CEVAMUNE 1TB 0 g g no t /J c m r m r p v au l au l b n b n ay ay AN AN ar ar ju ju oc ap ap de ju ju fe se fe m m /J 17 05 06
  18. 18. Special Product Categories to Follow Products to be Killed Received a 9000 Products dedicated short-term 8000 showing a constant effort VETRIPEN DEPOT 100ML decrease 7000 VETRIFLOX 200 SOL 1L Total Monthly TO (EURO) 6000 VETRAMOX 80% WSP 1KG 5000 UNICOCCIN 1L 4000 GALLIMYCIN WS 20% 1KG 3000 CEVASOL AD3E+C 5L 2000 ABANTEL 260MG 20 BOLURI 1000 ABANTEL 260MG 0 m r m r g g t v 06 c b n p b n l l ay ay AN AN ar ar ju ju oc ap ap no de ju au ju au se fe fe m m /J /J 18 05
  19. 19. Special Product Categories to Follow Received a Products to be Recovered STRONG support 80000 in front of the Important VETRIGENT 5 100ML Customers 70000 Products in Terms TETRAVET LA 250ML of Turnover Waving TETRAVET LA 100ML 60000 into the Market Monthly TO (EURO) SUPRAVITAMINOL SOL 1L 50000 SPECTAM INJ 100ML NEOSTOMOSAN 1L 40000 MYCOTOX 25KG 30000 MIXODIL 20L MIXODIL 10L 20000 INTRAMICIN 250ML 10000 INTRAMICIN 100ML 0 AMPISUR 100ML m r m r g g t v /J c b n p b n au l l N AN ay ay ar ar ju ju oc ap ap 06 de no se ju ju au fe fe JA m m 19 / 05
  20. 20. Trigger → Analysis → Actions The TRIGGER for this analysis was an INCONSISTENCY OF SALES spotted for some of our customers We’ve DEEPEN our ANALYSIS: In-depth Sales Analysis Products Shifting within Customers’ Portfolio Logistic Issues: Special Product Categories to Follow Customers Shifting within the Areas Considering this ANALYSIS and the MARKET EVOLUTIONS we’ve decided a set of ACTIONS: New Set of Tools for Customers’ Management Territory Adjustments 20
  21. 21. Customers Shifting within the Areas Gained Area 1: Steady Growth and Grown 55000 Customers ZIMOVET S.R.L. VETEXPERT S.R.L. Still Shifting TRANSAVIA S.A. 50000 Customers SILVAUR IMPEX S.R.L. SERVICII PUBLICE SA 45000 Lost SC PETVET SRL RODO DENT SRL 40000 Customers PROD-VET COM S.R.L. Customers TO (EURO) PIG BAND S.R.L. 35000 OPREA AVI COM SRL NUTRISAM S.A. 30000 MUFLONUL SRL MINI ZOO SERV SRL 25000 MCM SANITFARM VET S.R.L. MARAVET SRL 20000 LIVENTIS IMPEX 2000 COMPANY SRL ITUL S.R.L. 15000 INCUBA S.R.L. HORATIU SRL 10000 FRAMO ROMANIA SRL EXPERT 2001 S.R.L. 5000 CHICK SRL CARMOLIMP S.R.L. 0 CAMPEANU PETRU AVIS 3000 S.A. -5000 AVICOLA BUC.-SALISTEA CLUJ AVIAGRO SRL AVIA ITUL SRL AN AN p /J c m r m r b g b g no t ay ay ar ar v n n au l au l oc ju ju ap ap 06 de fe fe se ju ju m m AVE IMPEX S.R.L. /J 21 05 ASENA SRL APICOLA-BIHOR
  22. 22. Customers Shifting within the Areas Gained Area 2: Sustained Growth and Grown Many Steady Customers VETPHARM SRL 80000 VEGETAL TRADING S.R.L. VANBET S.R.L. Customers UNIVERS SA 70000 Small to Count on THETIS COM SRL TCE 3 BRAZI SRL 60000 Customers SUINTEST GALATI S.R.L. Customers TO (EURO) SAFIR S.R.L. Lost ROTSIN VITA S.R.L. ROM TRADING COMPANY SRL 50000 ROEMI COM S.R.L. R.A.B. SRL PRACTIC COMERT SRL 40000 PIGCOM SA PHYLAXIA PHARMAROM SRL 30000 MESESAN DAN A.F. INTER AGRO ALIMENT S.R.L. HELMI -VET SRL 20000 GUYOMARC'H ROMANIA SRL FEREMAN SRL FAUNA S.R.L. 10000 FARM-IMPEX S.R.L. EXPERT 2001 S.R.L. ELA GENERAL COM S.R.L. 0 CONDOR S.A. COMPLEX PORCI S.A. g g no t /J c m r m r p v au l au l b n b n N AN ay ay ar ar ju ju oc ap ap 06 de ju ju se fe fe JA CARNIPROD S.A. m m 22 / BEST VET COMPANY SRL 05 AVI-TOP S.A. AVICOLA IASI
  23. 23. Trigger → Analysis → Actions The TRIGGER for this analysis was an inconsistency of sales spotted for some of our customers We’ve DEEPEN our ANALYSIS: General Overview Products Shifting within Customers’ Portfolio Logistic Issues: Special Product Categories to Follow Customers Shifting within the Areas Considering this ANALYSIS and the MARKET EVOLUTIONS we’ve decided a set of ACTIONS: New Set of Tools for Customer’s Management Territory Adjustments 23
  24. 24. New Set of Tools for Customer Management Actively follow the Profitability per Customer Number of Actively Invoiced % Gross Margin/Customer Customers 31 (27%) over 70% 62 (55%) 55% - 70% 20 (18%) below 55% 24
  25. 25. New Set of Tools for Customer Management New Indexes to follow our efficacy in front of the Customers: The Absolute Penetration within the Territory: new customers with relevant turnover gained for each area The Retention Rate of our Customers: % of regularly invoiced customers The Retention Rate of our Products within the Customer’s Portfolio: % of regularly invoiced products toward a certain customer In order to support the efforts of our sales team we’ve put in-place a customized Training Program to increase our success rate in front of the customers 25
  26. 26. Territory Adjustments New Division and Allocation of HR for better Beginning of management of the Territory 2007 More Focus to the Customer A Specialized Approach per Species for the largely Industrial Areas PIG POULTRY 26
  27. 27. Trigger → Analysis → Actions The TRIGGER for this analysis was an inconsistency of sales spotted for some of our customers We’ve DEEPEN our ANALYSIS: General Overview Products Shifting within Customers’ Portfolio Logistic Issues: Special Product Categories to Follow Customers Shifting within the Areas Considering this ANALYSIS and the MARKET EVOLUTIONS we’ve decided a set of ACTIONS: New Set of Tools for Customer’s Management Territory Adjustments 27
  28. 28. Transformed our Considerations … The Sales Force Efficacy lays in our Product Portfolio efficient use in front of our Customers General Overview The Trigger We can analyze our efficacy through our management of: Territory Customers Product Portfolio We can increase our efficacy by increasing: The Retention Rate of our Products within the Customer’s Portfolio The Profitability in front of our Customers The Penetration within the Territory 28
  29. 29. … into a set of Conclusions We can increase our Sales Force Efficacy through an increase Product Portfolio Usage in front of our Customers We can increase our Sales Force Efficacy through a better Management of our Customers We can increase our Sales Force Efficacy through a better Territory Management 29
  30. 30. Your Questions Thank You for Your Attention, Yours, Sorin CIUCIUC CEVA Sante Animale Romania 30

×