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An inconsistent approach to sales management led to under-performance for the client who also needed to recognise the importance of building strong, aligned relationships with retail customers to create competitive edge and ‘thought leadership’ in the category. The difference between what was currently happening and what ought to be happening was not clearly defined.
Katalyst created a rigorous model for assessing sales team capability and ways of working and used Video Insights methodology with retail customer buyers and key stakeholders to ensure end-user buy-in from the start.
Katalyst consultants and the client team co-created a commercial team transformation strategy model which focused on raising the bar on sales team capability and effectiveness. This was driven by a range of commercial and personal development capability programmes to grow skills and behaviours to increase results quickly. Katalyst designed the Commercial Excellence programme and created High-Performance Business Teams to create Retailer Thought Leadership. Katalyst sustainability strategy was deployed using Coaching and Celebrate Success Days linked to sales competencies to embed key learnings and transfer capabilities to the live working environment. Katalyst and the client created highly creative accelerated learning strategies around leadership using live events such as The Apprentice and by using professional actors to simulate real commercial situations or how to handle difficult people situations when embedding coaching and influencing skills.
Katalyst enabled the client to transform performance from No. 8 in the Advantage Group Survey (http://www.advantagegroup.com) in Dairies to Number 1 in 2009 and achieving preferred supplier status and category captaincy in key UK retailers. The impact of the transformation created a compelling momentum and knowledge transfer across the whole organisation.