With guidance from Synygy this iconic brand now embraces variable compensation as a key driver of sales performance for a wide range of roles in the organization.

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Situation
The largest independent branded soft drink bottler in North America, produces, sells and distributes approximately
300 different SKUs to stores, restaurants, entertainment venues, offices and college campuses. Publicly traded with
more than $1 billion in annual sales, the company operates five production centers and 47 distribution centers, produces
roughly 150 million cases of soft drinks each year.
Challenges
Despite the sales success, the organization was not able to optimize the performance of its employees. Due to a lack
of performance-based elements in their sales compensation plan they were missing opportunities to increase sales by
incentivizing employees. As a starting point, they wanted to determine the affect incentivizing the Delivery Merchandisers,
the individuals responsible for driving the trucks, stocking the store shelves, and selling would have on sales.
They were interested in making a change from a salary plus year-end bonus approach to a pay-for-performance structure.
However, lacking expertise in incentive compensation, the organization engaged Synygy to guide them through the
process.
Solutions
A team of Synygy’s sales performance experts consulted with the executive team
on the advantages, opportunities, and challenges involved in adopting variable
pay. Synygy recommended a proof-of-concept (POC) pilot to test variable
compensation and evaluate the results against the existing sales compensation
plan. The pilot would focus on the Delivery Merchandisers.
Synygy worked with the client to design an appropriate incentive compensation
plan, identify and automate the related businesses processes, and define the
metrics needed for effectively comparing the two approaches.
Outcomes
The pilot results were positive making a compelling business case for a large-
scale rollout. Management reviewed the business case, approved the initiative,
and established a budget for expanding the program.
Rollouts are ongoing and Synygy continues to deliver the expertise to guide and
support the program. Participants range from delivery merchandisers to business
development staff and from manufacturing supervisors to merchandising
managers. The organization is now experiencing:
• insight into sales performance promoting data-driven decision making
• goal achievement for gross margin, unit volume, shrink, profit per location,
and a variety of objectives
• improved efficiency through automation of payment adjustments,
goal adjustments, and payment approvals
• enterprise efficiency through the integration of incentive compensation
processes with existing support systems
With Synygy’s expertise and guidance, the bottling giant was able to successfully
navigate the adoption of variable compensation, which has proven to be a highly
effective way for them to drive sales performance across the organization.
Case Study:
Leading Bottler Leverages Synygy Know-How
With guidance and
solutions from Synygy,
the bottling giant
was able to pilot a
variable payment plan
and now embraces
variable compensation
as a key driver of sales
performance for a wide
range of roles
in the organization.
About Synygy: Synygy is a worldwide
provider of consulting, technology, and
outsourcing services that improve sales
operations and drive sales performance.
Contact info@synygy.com
+1 610.494.3300 x7900