In 2015, BIC Brazil was setting the basis to reach the next level in the Brazilian market and one of the key challenges was to address the market in a more efficient and specialized way.

Integration then supported BIC in the definition of a new commercial service level and a new Go To Market (GTM). After that, we helped BIC to define the implementation strategy and design the execution roadmap.

Throughout the last quarter of 2015 and during the first semester of 2016, BIC conducted the implementation execution and management. As one of the results of this project, Integration and BIC had the opportunity to conduct a lecture on this GTM case to a class of Insper Alumni and graduation members.

On this day, Integration and BIC went through the whole project: from the strategy definition to the day-by-day execution, discussion challenges, pros and cons considered in every decision-making process and covering the projects outcomes.

About BIC

About the project

Following BIC’s vision TO BECOME A FAST-GROWING COMPANY in the next 3 years, a new project was launched: The new CSL – Commercial Service Level. This project had a clear objective: to leverage growth in the Brazilian market by redesigning the commercial service level rationale and structure.

Below you can see a map that consolidates all the initiatives involved in the project:

The learnings

Integration is a consultancy that has a big track record in complex implementations and believes that there are 6 main pillars that are key success factors for any implementation:

In this GTM case specifically, other learnings were captured:

• The importance is to understand peoples’ needs and define a strategy that best suits their expectations. To place salespeople according to their strengths and needs is fundamental.
• The silence communicates: not saying anything is worse. It is important to maintain transparency and to tell the reality as it is, focusing on the positive aspects, celebrating small achievements, giving the sense that the project and company is moving forward and in the same direction.
• Short videos are always much better than e-mails. If there is an important announcement to make, use videos!
• Provide training on everything that will be changed. People will feel comfortable and accepting the change will be easier.