We support our clients to create and build their competitive advantage considering revenue, efficiency, and profitability. Based on in-depth analysis we build practical and executable recommendations that deliver a strong proposition to customers and consumers.
A strategy in Marketing & Sales is only successful when the Consumer sees, feels and reacts. Therefore, implementation is EXECUTION – and this is what we focus on: connecting Strategy to Execution.
In the Marketing & Sales practice
The success of our work in the Marketing & Sales area stems mainly from these attributes:
Be Practical and Hands On: An in-depth understanding of market dynamics, together with client and consumer needs and practical experience in the field - understanding on the spot how the market works.
Business Vision: Strong business sense combined with technical and analytical skills to create and design strategies that can improve revenue and profitability.
Knowledge Transference and Collaboration: Working in strict collaboration, creating and aligning with the client the strategy and execution in an environment with broad involvement and connection with reality. Guaranteeing at the end of each stage a broad knowledge transference and an internal/external communication plan.
Ability to Serve, and Will to Undertake: The ability to involve and integrate people, not only from the Sales & Marketing areas but also from other key areas in the organisation, in order to undertake the concepts in a sustainable manner.
Comprising of experienced consultants, our Marketing & Sales area has delivered more than 600 projects across Latin America, North America, Europe, Asia and Africa, to clients in more than 20 industries, such as: consumer goods, retail, healthcare, real estate, credit cards, private equity and others. This broad experience affords our professionals a detailed understanding of market dynamics, best practices, and client/consumer needs in each industry, which is key to designing a robust, customised recommendation that takes into account both internal and external perspectives.
To help our clients to face their challenges, we offer proven methodologies, combined with broad knowledge in Marketing & Sales.
Alice MascheraManager – United Kingdom
Business Planning, Market Scan, Distribution Management, Sales Team Management and Processes
Andrea AunManaging Partner – Brazil
Retail, Category Management, GTM, Portfolio Management and Innovation.
André ValenteDirector – Brazil
GTM, Sales Processes, Marketing and Trade Marketing.
Augusto RibeiroManaging Partner – Brazil
GTM, Market Scan, Entry Strategy, Portfolio Management and Innovation.
Carlos LimaManaging Partner – Brazil
GTM and Partner Relationship Management.
Daniel RodriguesDirector – Brazil
GTM and Partner Relationship Management.
Eduardo CyterszpilerManager - Argentina
GTM, Market Scan, Indirect Channel Management, and Commercial Policy
Gary SingerManaging Partner - United States
Process Design, Trade ROI and Analytics, Market/Competitive Analysis, Strategy, CRM, Consumer Goods and Services.
Guido SolariDirector – Argentina
Market Scan, Segmentation, GTM and Channel Strategy.
Ian MatiussiManager - Brazil
Market Scan, Go to Market, Sales Processes and Commercial Policy.
Janaina BetteleyManaging Partner – United Kingdom
Market Scan and Entry Strategy, Portfolio Management and Innovation, GTM and Organisational Structure.
Jairo PakesManager - Brazil
Category Management, GTM, Sales Processes, Financial Modelling and Cost to Serve.
Jonathan EzbanManager – Mexico
Distributors evaluation and selection, Market Ccan, GTM and PMO.
Luis BernalManager – Mexico
GTM, Segmentation, Commercial Strategy and Market Scan
Luis CorreaDirector – United Kingdom
Market Scan, Entry Strategy and GTM.
Matt SuggettManager – United States
GTM, Commercial Strategy and Market Scan.
Ricardo BelloManager - Brazil
GTM and Indirect Channel Management.
Rodrigo PasianottoDirector – United States
GTM, Innovation and Portfolio Management, Market Scan and Entry Strategy.
Roger SaltielDirector – Brazil
Partner Relationship Management and Indirect Channels.
Vinicius OlivoManager - Brazil
GTM, Indirect Channel Management, Portfolio Management, Marketing and Trade Marketing.
To help our clients face their challenges, we offer proven methodologies combined with deep marketing and sales expertise.
To summarise our approach to Marketing and Sales, we have structured our solutions within the following framework so as to make it easier for our clients to identify their needs.
Our solutions are divided into three main pillars: strategy; planning; and execution.
Market Scan and Entry Strategies into New Businesses, Categories or Regions
Development of an “outside-in” view of the market or category, identifying business opportunities for each company and setting a strategy to connect them by analysing several aspects, such as: internal company assessment; market dynamics; competitors; new segments/trends; identification of business opportunities; creating a new business model; and entry strategy.
Go To Market (GTM)
The objective of a Go to Market is to establish a model for a company to serve the market, leveraging revenue and profitability and improving efficiency, in line with both the company strategy and the needs of clients/consumers.
The recommendation of the new service model contemplated the choice of the sales channels, focus geography, portfolio, price, services etc. It is carried out through an in-depth understanding of the dynamic in the company market, regional sales concentration and gaps, client profitability, characteristics and demands of the clients evaluated in field interviews and finally a breakdown to group clients with different model needs. All the recommendations are supported by a financial simulation of the scenarios and with a vision of reality for them to be implementable solutions.
Translating the shopper’s experience into business intelligence with a view to impact the activities carried out at the POS (display, promotion, assortment, pricing), and to influence the category sales. The strategic use of Category Management within retail, as well as providing benefits (such as increases in sales and profitability brought about by shopper satisfaction), also supports the evolution of the retailer’s business management model, in approaching it from two perspectives: the industry view and the consumer view.
The objective of a brand strategy project is to define the brand positioning based on consumers’ insights and to guarantee coherence between the planning and execution of the marketing mix. For this to become more successful, we ensure true collaboration between the marketing, trade and sales areas.
Indirect Partner Relationship Management Methodology
The indirect partner relationship management (“Distributors and Wholesalers”) methodology involves identifying the best operating model for dealing with intermediaries (third parties), taking into consideration the characteristics of the product lines, the distribution requirements, the margin to serve and assistance at the POS.
The PRM methodology can be divided into three phases. Each phase can be set up independently or run in conjunction, as required:
• definition of the strategy for the model;
• diagnosis and analysis of the indirect network;
• management model and modus operandi.
Portfolio management and innovation
Portfolio management is a methodology that enables the qualitative and quantitative evaluation of a product portfolio, with a view to identify opportunities. The portfolio management in a company can have different objectives depending on the type of project, the industry and the client’s needs:
• launch/delisting of products;
• identification of attributes and strategic positioning;
• entry into/exit from specific markets – regionalisation of the portfolio.
• profitability of the products in the portfolio;
• establishing portfolio management processes;
• alignment between product lines and profitability;
• matching the portfolio to the client segmentation.
Trade policy is the set of commercial pricing conditions that drive a company’s business strategy regarding its different sales channels. The objective of this methodology is to organise the relative price between the channels with a view to standardise the price for the consumer at the point of sale.
Sales force remuneration
Establish remuneration policy in the Marketing & Sales areas, so as to adapt to the strategies and model of the company’s GTM, seeking to align the interests of the professionals to the company’s strategic targets. The decisions on remuneration define the percentage of fixed and variable salary, the KPIs of variable remuneration, the ranges/intervals of application and the incentive programmes for the entire team.
Trade and Marketing Process Redesign
The objective is to establish the company’s marketing and sales processes to ensure efficiency in carrying out the day-to-day activities, and to standardise the activities carried out by each area. This is achieved through detailed design of processes and activities, clear agreement of roles and responsibilities of people and areas, well established governance/routines and agreement on the tools and support materials to be used for the processes designed.
Redesign of Organisational Structure of the Marketing & Sales areas
The objective is to redefine the organisational structure of the marketing and sales areas of the company, either during a process redesign project or a GTM, or just from the need to adapt the organisation to internal or market changes. For organisational structure designs we take into consideration:
• the redesign of different types/models of organisational chart;
• the development of job descriptions;
• revision of the volumes and headcount of the different areas.
Governance and Trade Area Routines
Establish an efficient governance for the different agents and processes in the commercial area. Moreover, it is vital to establish routines for the trade and merchandising team so that they can capitalize best practices, free up time for strategic activities and guarantee visibility for the organization of objectives and results.
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