“Aligning company strategy around

the sharp end of the business - Sales.”

Client Issue

The Away From Home Channel (pubs, clubs, bars and restaurants) was identified as a future source of growth, but there was no unified strategy or road map on how to tackle the growth across Coca-Cola in Western Europe.

What We Did 

We built the strategy from the bottom - up.

Where does the sales rep need to go, what does he need to do, and how does he need to do it?

We then projected these challenges on to the rest of the organisation to to determine how every part of the business could be sychronised to accomplish this.  

This included strategic as well as operational decisions, e.g. from defining the number of objectives Reps should have for each visit, to how strategic priorities per month should be set based on the Annual Business Plan.

We reviewed all existing tools and practices, identifying opportunities for improvement, and developing new tools and practices. We then consolidated these into an integrated process flow map.

We had a core project team, consisting of people from the central sales function, combined with a user group comprised of sales directors from key markets, to validate the strategy development.

What surprised the client was that we were able to capture the complete strategy and operational map on one page, showing how all parts of the operation connected, and it highlighted the essential parts required to help deliver one way of working delivering successful execution.

This was crucial in selling the strategy to the board, and securing unamonous buy-in.

From Execution to Strategy and Strategy to Execution...the PACH Way.

Outcomes 

A cloud application was developed in 2019 for all markets (13 markets delivering €11.5Bn in revenue for 300m consumer population), to help them track delivery against the agreed and unified strategy implemented across markets.