Presented during the High Performance Marketing Conference 2013, organized by Accenture on January 24th 2013. This presentation was given by Wim van Gils of Philips.

1. How to build a relevant sales force?
Wim van Gils
January 24, 2013

2. Why build a relevant sales force for Philips?
Philips has a lot of competitive weapons... …but also faces a number of challenges
Deep market insights Global scale vs. local relevance
People and core capabilities Fragmented organization
Global footprint More external focus
Step change in operational
Technology innovation
excellence
Brand Philips has the opportunity to unlock
commercial potential in the Markets
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3. Accelerate! Program unlocks Philips’ full potential through five initiatives,
with End2End and Customer Centricity directly impacting marketing & sales
Today: building high performance sales force
Resource to Win
End2End Customer Centricity
Accelerate!
• Redesign customer value • Understand customer needs
chains and market requirements better
• Deliver superior customer/ than our competition
consumer value • Stimulate entrepreneurship
• Implement faster, simpler, more • Drive local relevance, gain
agile processes market share
• Execute excellently
Operating model Growth &
Performance Culture
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4. Our goal is to further improve the marketing and sales organization
Increase focus on customer Integrate customer approach Standardize way of working
Enhance data driven Improve internal
Remove organizational silos
decision making & analytics transparency
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5. Philips defines a capability as an aligned combination of people, tools,
processes and data
Processes Tools
Process Applications
flows
Performance Roles & Templates Infrastructure
measures responsibilities
Alignment
People Analytics
Reward Master data
systems
Skills & Culture Reports / Analytics
competences Dashboards
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6. Market 2 Order Excellence is about sustainable behavioral change, driving
business impact with our customers
Quick Scan LEAN Channel CRM M2O Academy
M20 Excellence
• Determine maturity levels • Help to develop Knowledge,
• Identify opportunities Skills and Attitude across the
commercial organization
• Identify market-driven
requirements • Driving Performance
management by continuous
• Quickly adapt
improvement
to market • Improve continuously • Accelerate building commercial
• Secure sustainability of business capabilities
improvements • Create competitive advantages
• Incorporate commercial best practices
in Philips culture
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7. Our customers will experience a Philips that is more relevant and sensitive
to their needs
Relevant products Service & after care
• Better insight in customer • Lead follow-up
needs • Trigger-based service &
• Matching product after care
propositions
Relevant offers High quality of contact
• Pricing optimization
• Informed client dialogue
• Cross-selling within sector
• Pro-active approach
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8. In summary, M2O Excellence will bring a step-change in terms of how to win
with customers in their markets
Provide customers with a more coherent customer experience
Understand what is happening at a customer level (x-sector)
Identify sales opportunities due to increased visibility
Share best practices in sales across Philips
Drive improved and more predictable business results
Increase sales efficiency with less administrative work
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