Boosting sales force effectiveness at
ITravelCO
Alex Beloshevsky
Santiago Córdoba
Eduardo Gomez Ruiz
Chaitanya Mehrotra
Ma...
Executive Summary
1 • Problem and Causes
2 • Project Goal and Deliverables
3 • Methodology
4 • Work Plan & Organization of...
Problem
“
”
Observation: Variation of sales performance – as indicated by market share growth slowing down
and sales force...
Internal Causes
People
• Do you have the right people?
• Are they trained properly?
• Are incentives aligned to attract an...
Market Environment
• TA channel declining
• Airlines finding ways to bypass GDS
• LCC growth bypassing GDS
Industrial Shif...
Project Goal
Increase sales effectiveness to
grow market share
“
”
Project Deliverables
ProcessesPeople Organization
Best Practices Manual
Standardized Training Program
Competitive Incentiv...
Executive Summary
1 • Problem and Causes
2 • Project Goal and Deliverables
3 • Methodology
4 • Work Plan & Organization of...
Methodology
Diagnosis Design Implementation
Methodology Diagnosis Design Implementa on
Diagnosis Select top performing countries and key clients from each region
Larg...
Methodology Diagnosis Design Implementa on
Diagnosis Identify the best practices across the target countries
Methodology Diagnosis Design Implementa on
Create standard procedures (training, sales, support, metrics, incentives, etc....
Methodology Diagnosis Design Implementa on
Host a regional meeting with regional director and GMs
Communicate and monitor ...
Executive Summary
1 • Problem and Causes
2 • Project Goal and Deliverables
3 • Methodology
4 • Work Plan & Organization of...
Diagnosis
Country selection
& gather
preliminary
information
Visit 18 countries
(key offices &
clients)
Complete data
coll...
Organizational Effort
• 6 consultants (2 weeks)
e
Kick-off Meeting
- 6 Consultants
- ITravelCo Task Force
Diagnosis Phase
...
Resources Needed
ITravelCO: 37.6 Man Months
Consultants: 32 Man Months
14 years of consulting experience including
IT and Telecom
30years of experience in global companies
in industries such as...
Alex Beloshevsky
Santiago Córdoba
Eduardo Gomez Ruiz
Chaitanya Mehrotra
Marko Stanojevic
Kathryn Wellemeyer
RPU Consulting...
Supporting Slides
Talent Management Wheel
Process Metrics
Hiring Average hiring time, turnover rate
Training Training hours / employee, frequency
Sales Process Sale...
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Boosting Sales Force Effectiveness at ITravelCO (IE Business School Case)

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Boosting Sales Force Effectiveness at ITravelCO (IE Business School Case)

  1. 1. Boosting sales force effectiveness at ITravelCO Alex Beloshevsky Santiago Córdoba Eduardo Gomez Ruiz Chaitanya Mehrotra Marko Stanojevic Kathryn Wellemeyer RPU Consulting Group
  2. 2. Executive Summary 1 • Problem and Causes 2 • Project Goal and Deliverables 3 • Methodology 4 • Work Plan & Organization of Resources 5 • Our Team
  3. 3. Problem “ ” Observation: Variation of sales performance – as indicated by market share growth slowing down and sales force productivity – not explained by competitive position The existing corporate structure and procedures do not support the sales force to adequately respond to the changing market environment
  4. 4. Internal Causes People • Do you have the right people? • Are they trained properly? • Are incentives aligned to attract and retain top talent? Processes • Are your sales processes/sales model maximizing selling time? • Do you know your most profitable customers? • Can you measure/compare offices’ performance? Organizational Structure • Is the current organizational structure serving the corporate objective?
  5. 5. Market Environment • TA channel declining • Airlines finding ways to bypass GDS • LCC growth bypassing GDS Industrial Shift from GDS to Direct Model • Persistent Underperformance • GDS is large part of distribution costs Constant Cost Cutting by the Airlines
  6. 6. Project Goal Increase sales effectiveness to grow market share “ ”
  7. 7. Project Deliverables ProcessesPeople Organization Best Practices Manual Standardized Training Program Competitive Incentive Program Customer Segmentation Framework Role Descriptions and Responsibilities New Organizational Chart KPIs Pilot Implementation and Final Implementation Plan
  8. 8. Executive Summary 1 • Problem and Causes 2 • Project Goal and Deliverables 3 • Methodology 4 • Work Plan & Organization of Resources 5 • Our Team
  9. 9. Methodology Diagnosis Design Implementation
  10. 10. Methodology Diagnosis Design Implementa on Diagnosis Select top performing countries and key clients from each region Large Markets >5M bookings Medium Markets 1-5M bookings Small Markets <1M bookings Leader Europe, America Europe, Asia Europe, Africa Equal Europe, LatAm Africa, America Asia, America Follower Asia, America Europe, America Asia, America Request preliminary information Total: 6 America, 5 Europe, 4 Asia, 2 Africa, 1 LatAm
  11. 11. Methodology Diagnosis Design Implementa on Diagnosis Identify the best practices across the target countries
  12. 12. Methodology Diagnosis Design Implementa on Create standard procedures (training, sales, support, metrics, incentives, etc.) Define the organizational structure Define steps to create a global corporate culture which can foster a sense of belonging among the employees beyond their regional affiliations Design clear communication strategy Design
  13. 13. Methodology Diagnosis Design Implementa on Host a regional meeting with regional director and GMs Communicate and monitor the organizational buy-in Implement the pilot – RPU will lead initial rollout, while training internal managers to complete the final implementation Host a global meeting with key stakeholders Collect and analyze feedback to define final implementation plan Select one region to rollout a pilotImplementation
  14. 14. Executive Summary 1 • Problem and Causes 2 • Project Goal and Deliverables 3 • Methodology 4 • Work Plan & Organization of Resources 5 • Our Team
  15. 15. Diagnosis Country selection & gather preliminary information Visit 18 countries (key offices & clients) Complete data collection Design Define best practices Define standard procedures Design a new organizational chart Key deliverables Implementation Implement pilot program Define full implementation plan 3 months 2 months 4 months Work Plan
  16. 16. Organizational Effort • 6 consultants (2 weeks) e Kick-off Meeting - 6 Consultants - ITravelCo Task Force Diagnosis Phase (3 months) - 6 Consultants - Key Stakeholders: - Regional Director - General Manager - Sales Director - Sales Team - Marketing Director - HR Manager - IT Manager - Customers Design Phase (2 months) - 6 Consultants (2 wks) - 2 Consultants (6 wks) - ITravelCo Task Force Implementation Phase (4 months) - 2 Consultants - Task Force - VP Sales - Regional Managers - General Managers
  17. 17. Resources Needed ITravelCO: 37.6 Man Months Consultants: 32 Man Months
  18. 18. 14 years of consulting experience including IT and Telecom 30years of experience in global companies in industries such as Financial Services, Business Information, Sales and Marketing POV from both sides: client and consultant Why RPU Consulting Group?
  19. 19. Alex Beloshevsky Santiago Córdoba Eduardo Gomez Ruiz Chaitanya Mehrotra Marko Stanojevic Kathryn Wellemeyer RPU Consulting Group
  20. 20. Supporting Slides
  21. 21. Talent Management Wheel
  22. 22. Process Metrics Hiring Average hiring time, turnover rate Training Training hours / employee, frequency Sales Process Sales ($/employee), %selling time for sales force Customer Management Customer segmentation Incentives Performance evaluation, bonus, benchmark vs industry Information Management Information flow time, business intelligence Preliminary Information Requested Diagnosis Design Implementa on

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