Business partners alignment

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Business partners alignment

  1. 1. ENHANCINGENHANCINGBUSINESS PARTNERBUSINESS PARTNERALIGNMENTALIGNMENTLansana SakhoDirecteur Généralhttp//www.experts-visions.comexperts@experts-visions.com“The partnership is two way street. You’re dependingon the partner to supply the expertise you lack”Cynthia Griffin, American Business Journalist
  2. 2. I spent over 20 years in large multinationals (Coca-Cola, ColgatePalmolive, Philip Morris, SC Johnson ...) They all have verychallenging business model ….. Business partner (distributors,bottlers…) is required on the ground…Strategies & tactics are designed by multinationals (suppliers).Business partner’s role is transform those tactics into day to dayoperational actions under suppliers ‘supervision’ : EXECUTIONTo make things happen, you do need basics rules and take intoaccount the interests of all parties.. Everything is aboutALIGNMENT. Ideas that I’d like would share.
  3. 3. 3The company to-go for providing added value to your business• Relation between suppliers andbusiness partner• Business partner’s Alignment withinsuppliers’ strategy to facilitate executionTHISTHIS IS ABOUT …..IS ABOUT …..
  4. 4. 4The company to-go for providing added value to your businessUsually, suppliers that use ‘intermediate’ to get intomarkets do not have capability to fully realise theirpotential as their business is constrained by:A sporadic shortages of production and distributioncapacity & capabilityA partners’ culture of selling only “what goes fast”A fragmented ‘partners system’, containing toomany non-aligned partnersA lack of skilled associates within the suppliers systemBRUTAL FACTS …..BRUTAL FACTS …..
  5. 5. 5The company to-go for providing added value to your businessFor these reasons suppliersshould our focus is on...DISTRIBUTORSARCHITECTUREINVESTMENTALIGNMENT
  6. 6. 6The company to-go for providing added value to your business• Alignment means different things to differentpeopleALIGNMENTWhat We Have Learned• From the highest level, System Alignment is oneof the most important topics to spend time on ifyou believe that it brings competitive advantage
  7. 7. 7The company to-go for providing added value to your business• A reluctance to accept that both partners in thesystem must make a buck!• A perception that one side of the partnership ismore effective than the other• Lack of agreed performance indicators & trust• Not having shared vision and destination• Not having shared goals, strategies and plans• No ongoing dialogueALIGNMENTWhat undermines Alignment……
  8. 8. 8The company to-go for providing added value to your businessWe’ve determined that whatneeded is a simple frameworkto operate in…
  9. 9. 9The company to-go for providing added value to your businessFRAMEWORK FOR ALIGNMENT SYSTEMFRAMEWORK FOR ALIGNMENT SYSTEMFive key elements of System AlignmentFive key elements of System Alignment..1.CommonDestinationSystemAlignment
  10. 10. 10The company to-go for providing added value to your businessOperate with a three-year rolling business plan agreedupon at all operating levelsCommon Destination, Goals and StrategiesGUIDING PRINCIPLES...Develop that plan together (with the partner)Execute that plan together ... Together make it happenPamojoja tutashinda
  11. 11. 11The company to-go for providing added value to your business2.Clarity on howsystem works1.CommonDestinationSystemAlignmentFRAMEWORK FOR ALIGNMENT SYSTEMFRAMEWORK FOR ALIGNMENT SYSTEMFive key elements of System AlignmentFive key elements of System Alignment..
  12. 12. 12The company to-go for providing added value to your businessUnderstand our respective but interdependent roles• The supplier will primarily create demand• Business partner will primarily fulfill that demandBusiness Partner does play a secondary role in creatingdemand through in-outlet execution. Whilst the supplierwill not act as “policemen” with the Business Partner,the plan will be to constantly contribute improving marketexecutionCommon Destination, Goals and StrategiesGUIDING PRINCIPLES...
  13. 13. 13The company to-go for providing added value to your business3.Supportingprocesses2.Clarity on howsystem works1.CommonDestinationSystemAlignmentFRAMEWORK FOR ALIGNMENT SYSTEMFRAMEWORK FOR ALIGNMENT SYSTEMFive key elements of System AlignmentFive key elements of System Alignment..
  14. 14. 14The company to-go for providing added value to your business• Operate with shared data• Conduct joint performance business reviews• Agree upon common measurement systemsfor business performance• Agree upon capacity and capability• Reward and incentivise your people in asimilar yet appropriate wayCommon Destination, Goals and StrategiesGUIDING PRINCIPLES...
  15. 15. 15The company to-go for providing added value to your business4.MarketOpportunities3.Supportingprocesses2.Clarity on howsystem works1.CommonDestinationSystemAlignmentFRAMEWORK FOR ALIGNMENT SYSTEMFRAMEWORK FOR ALIGNMENT SYSTEMFive key elements of System AlignmentFive key elements of System Alignment..
  16. 16. 16The company to-go for providing added value to your business• See opportunities, not problems• See “where your brand is not”• Develop plans to take immediateadvantage of opportunities• EXECUTE, EXECUTE, EXECUTEthose plans -- with a passion• Do not tolerate competitionCommon Destination, Goals and StrategiesGUIDING PRINCIPLES...
  17. 17. 17The company to-go for providing added value to your business4.MarketOpportunities3.Supportingprocesses2.Clarity on howsystem works1.CommonDestination5.TrustSystemAlignmentFRAMEWORK FOR ALIGNMENT SYSTEMFRAMEWORK FOR ALIGNMENT SYSTEMFive key elements of System AlignmentFive key elements of System Alignment..
  18. 18. 18The company to-go for providing added value to your business• Maintain regular dialogue at all levels• That dialogue should be based on commonobjectives, grounded in fact, and conductedwith an openness to each others’ ideas• Do not have hidden agendas• Work for your mutual benefit• Do not be concerned with credit and blameCommon Destination, Goals and StrategiesGUIDING PRINCIPLES...
  19. 19. 19The company to-go for providing added value to your businessHow can Alignment withyour partners enhanceyour business results?“The first step in taking a company from good to greatwould be to set a new direction, a new vision and strategyfor the company, and then to get business partnerscommitted and aligned behind that new direction”Jim Collins ‘Good to Great’

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