This presentation has been prepared by students of IE business school as part of the making change happen competition. This presentation demonstrates a proposal prepared by students to boost the sales of a leading company (Name changed). The competition was designed by Bain & Co. Disclaimer: This is a project work prepared by students with limited facts. This has no relevance to any company or firm in real life.

1. Boosting Salesforce Effectiveness
At ITravelCO

2. Executive Summary
• This project will:
– answer a set of key questions on sales capabilities, customer
segmentation and organisation structure
– Design and implement a solution to improve sales effectiveness
• A focus on 16 pilot countries across all 4 regions
• Working groups will exist across the corporate, regional and country level
• Project length of 12 months
Key project principle: Keep and build on what has generated ITravel’s
considerable success to date

3. Key Insights
Insight Implications
1. Direct and online models are eroding the
need for a GDS platform
2. Travel agencies are consolidating
3. Similarities exist within customer segments
across different countries
6. Unable to detect a company wide view of
how growth will be achieved
5. Organisation of sales force and customer
segmentation varies greatly across countries
This market is
changing and
facing some
challenges
4. Growth is declining
Is ITravel
structured to
continue its
success in this
market?

4. Key questions for project structure
1. Which countries will generate the
companies growth?
2. What similarities exist within customer
segments across different countries?
How could ITravel benefit from them?
3. Do the sales capabilities and models
meet market requirements?
4. What tools and rewards would improve
revenue performance?
Questions Example of required data
• Macro economic and industry
data
• ITravel Country financials and
operating data
• Surveys and interviews with
local operations
• Selected customer interviews

5. Answers used to generate solutions
Similarities
within
customer
segments?
Benefits?
• Sales structured by global
vertical customer segments.
Study findings Example Solutions: Sales modelsQuestion
• Optimize countries autonomy.
• Training arranged by region
and customer segment.
• Regional, segment managers.
• Communication between
countries facilitated.

6. 16 countries from 4 regions form the
core project
200+
countries
100
countries
16
countries
Demand and resources required from the business
ITravel
countries
Best and worst emerging
and mature countries per
region
Top 100
countries by
revenue
Analysis: Macro, high level
Output: Assessment of which
countries have potential to
grow
Analysis: Detailed, local level
Output: Answers to core
project questions
Filter:
Analysis:

7. Goals and Deliverables
Project DeliverablesGoal
Boost sales force
effectiveness in the
subscriber side of the
business.
Measured by:
•Increase of x%
revenues
•Maintain margin %
1. Implemented solutions to 16
pilot countries within 4
regions
2. Plan / guide for worldwide
roll out of solutions learned
from pilot phase

8. Methodology
Study
Design
Implementation
1
2
3

9. Study
Study
Design
Implementation
1 Corporate level: Macro level data analysis
- Identifying top 100
countries by
revenue.
- Industry growth
forecast for each of
the 100 countries.
Country level study (16 countries only)
Field visits.
Detailed country
analysis.
Validation
Discussion,
validation and sign
off among all key
stakeholders.

10. Design
Study
Design
Implementation
2
Strategy
Capabilities
People
Practices
Structure
Metrics /
Rewards
Process
Behavior
CulturePerformance
Galbraith´s 5 Star Model
• Organization
• Key roles
• What talent?
• HR
• Growth
• Competition
• How to make
decisions
• Workflow
• Management
process

11. Study
Design
Implementation
Implementation
3
Unfreeze
Change
Freeze
 Prepare change team (Country GM’s, Field
sales, Corporate personnel etc).
 Define change evaluation metrics.
 Create communications (benefits, necessity,
and effects).
 Setup Q&A mechanism.
 Perform training.
 Execute change management plans.
 Implement incentive structure (for short-term
success).
 Collect feedback.
 Continue constant communication with
regions and countries.
 Create reward system.

12. Organization of the effort
Mature market
Emerging market
Sales models
Segmentation
and customer
profile
Business
plan and
budget
Vision
Organization
structure Incentive
design
Training
Steering group
CEO & VPs
Program office
HR
Comms
Country managers
Training
Region1 Region 2 Region N
Hunting
Farming
Strategic Organizations Design
Operational
1 consultant
1 consultant
6 consultants

13. Workplan
0
Study Design
6
months
9
months
Implementation
12
months
Study
Month 1 2 3
1 Kick off meeting
2 Country data level analysis (top 100)
3
Field visits - Study of existing systems and
processes
4
Regional workshops – validate and refine
understanding
5
Global workshop – inform stakeholders and
share learning across regions
3
months

14. Workplan
0 3
months
Study Design
6
months
9
months
Implementation
12
months
Design
Month 4 5 6
7 Design of recommendations
8
Regional workshops – Discuss, debate and
refine recommendations
9
Global workshop – Discuss, debate and refine
recommendations

15. Workplan
0 3
months
Study Design
6
months
9
months
Implementation
12
months
Implement and hand-hold
Month 7 8 9 10 11 12
a Steering committee and change team formation
b Finalization of change management plan
c Orientation of change team
d Change management support - Train the trainer
e Implementation of changes
f Monthly monitoring
g Implement learning from monitoring
h Exit presentation and handover

16. Activity
Consultants
ITravelC
O
supportStrategy
Proj
Mgmt
M&A
Corp
structuri
ng
Sales
HR IT
Marketin
g
1 Kick off meeting
2
Country data level
analysis (top 100)
4 PT
3 Field visits 4 PT
4 Workshops 1 PT
5
Design of
recommendations
1 PT
6 Workshops 1 PT
8
Final
recommendations
9
Implementation
Support
4 PT
10 Exit presentation
Total 9 M 7M 7M 9 M 7 M 9 M 9 M 7 M 64 M
Legend: = resourced deployed M=Months PT= part time
Resources needed

17. Vivek Jha
Management Consulting
Caroline Demian
Internation Business
Development
Jens Huuck
Financial
and Organization
Restructuring
Veronica Capriles
Marketing & CRM
James Magill
M&A, Org design
Javier Avilés
Project Management
HR