An overview of the value that Everett Hill and Catalytic Advisors deliver.

1. Unlocking Value Through
World-Class Sales and Customer Service
―Anybody can make the simple complicated. Creativity is making the complicated simple.‖
-Charles Mingus
© 2012 Catalytic Advisors LLC. All rights reserved.

2. World-class sales and customer
service organizations excel in
multiple dimensions
• Beat competition at acquiring “share of wallet” at major accounts
• Successful new product introductions
• Consistent sales performance quarter after quarter
• Good pricing/margin discipline
• Successful penetration of new markets
• Low customer turnover
• Able to shorten sales cycles
• Good at sales forecasting
• Outperform industry growth by taking market share
• Able to respond quickly to changing market conditions
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3. I’ve spent a career transforming
sales and customer service
organizations to world class
• Began as a field sales rep out of b-school
• Sales leadership track record ranges from 6 reps at a small manufacturing
company to 1,200 at CCE
• General Manager for P&L’s from $40 to $250M as a Coke bottler and SVP
at Hostess
• Turned around three business units in a row over six years
• Lead numerous corporate transformation initiatives at CCE, some of which
involved McKinsey, Deloitte, and North Highland
• Founded Catalytic Advisors in 2011, focusing on middle-market
manufacturing and distribution clients
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4. In my experience, sales and
customer service opportunities are
frequently intertwined
• Carved over $80 million annually out of a North
America P&L leading business process improvement
initiatives in sales, delivery, and service
– Consolidated inside sales from 200 call centers to 4
– Transitioned over 100,000 customers from field to inside sales
– Restructured key account sales for a $4B business
– Designed and implemented technology enablement including
CRM, delivery dispatching, and service tech dispatching
• Drove weekly new account openings up by 30% and
cut customer losses by 19%, with improved margins,
within 6 months of restructuring a sales force of 1,200
• Reduced missed deliveries by 30% and incomplete
deliveries by 25% by developing an operations quality
protocol for 350 sales/distribution facilities
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5. There are three reasons Catalytic
Advisors is different
1. I’m an operator. Drawing on my unique track
record as sales leader, general manager, and
corporate change agent, I know how to get things
done collaboratively with client organizations.
2. I don’t just diagnose; I excel at leading
implementation of the prioritized solutions. In
this role I bring outstanding value to clients by
drawing upon a growing network of specialists in
areas such as:
• lead generation
• sales compensation
• CRM selection and implementation
• sales training
• sales recruiting
3. You get me. I lead every engagement from start
to finish. I carefully vet 1099’s not just for skills
but for personality fit.
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6. I use a simple 3-step process to
unlock value
1. Conduct solid diagnostics, starting with street-level insights
a. Listen, especially to front-line employees, using 1-hour interviews
b. Watch the organization in action as they interact with customers
c. Compile data to confirm or deny hypotheses that emerge
2. Build the solution through team engagement
a. Data is important, but people are crucial. Engage the right employees even if it takes
longer to get to the answer.
3. Partner with leadership to insure execution and bake in sustainability
a. Collaborate on an Action Plan that provides granular detail.
b. Support the Action Plan with an implementation budget.
c. Provide executive coaching within the leadership team as needed.
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7. Case Study #1: Sales Strategy
A US manufacturer of foodservice
packaging, a subsidiary of a Fortune
500 company, needed help building
a three-year strategic plan. The
company enjoyed significant name
recognition with customers,
particularly with a “green” product
line on the east and west coasts.
However, a rising tide of imported
and domestic knockoffs threatened
revenue and margin growth.
Image credit: www.cartoonstock.com 7

8. Case Study #1: The client became
fully invested in the Action Plan
Key Recommendations
• Restructure sales territories for better focus on underdeveloped markets
• Develop product line extensions to exploit new market opportunities
• Establish more rigorous distributor performance criteria; cull weak
distributors
• Overhaul marketing infrastructure to differentiate the brand and generate
warm leads
• Embed key account prospecting assignments into sales rep and distributor
annual planning
Results
Since implementing the Action Plan, the company has beaten their business
plan four straight quarters. Fifteen months on, the General Manager reports
that he continues to use the Action Plan as a strategic touch point on a
quarterly basis.
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9. Case Study #2: Sales Effectiveness
A distributor and processor of
nutraceutical ingredients was
beginning to experience sales growth
that lagged the industry. It was clear
to the CEO that his sales force was
leaving opportunities on the table.
With the possible exception of two
sales reps, they just weren’t engaged
well enough with existing or
prospective customers to win their
fair share of the business.
Image credit: www.cartoonstock.com 9

10. Case Study #2: Customer Service
was a significant part of the
solution
Key Recommendations
• Put the right people in the right roles (strengthen Customer
Service so sales reps can spend more time in front of customers).
• Develop better information sharing tools (design and implement a
more effective CRM solution).
• Strengthen employee skills (transition from relationship selling to
consultative selling).
Outcome
• The company’s Board of Directors recommended that Catalytic
Advisors be hired for a follow-on engagement to help the company
execute the initiatives.
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11. Case Study #2: The transformation
facilitated significant growth
• With sales and customer service
organizations on a path to world
class performance, the company
was able to pursue a strategic
acquisition.
• The company is now one of the
largest players in its industry,
offering a unique combination of
products and services.
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12. White Papers
• Management by Riding Around (MBRA)
• How to Plan and Execute MBRA
Speaking Engagements
• Sales Management Association
• Biz Rocket Radio
• Georgia Association of Manufacturers
• Deloitte Sales Executive Forum
Everett Hill • Forrester Forum
everett@catalyticadvisors.com Blog Articles
www.catalyticadvisors.com
• Sales Coaching—Art, Science…or Fad?
(770) 674-8480
• Build a Revenue Growth Strategy that Keeps You Off the Rocks
• 3 Lessons in Self Leadership from a Peak Performer
2002 Summit Blvd., Suite 300
• Get Serious About Product Innovation
Atlanta, GA 30319
• Want the Best B2B Marketing?
EverettHill1 • Is Your Sales Team Accountable for Product Innovation?
• Why the Turnaround Failed: Former Hostess Brands Executive
www.linkedin.com/in/everetthill • Is Your Sales Force Overdue for Major Surgery?
• Drive Sales Effectiveness with Big Data
• Five Ways to Align Company Culture with Business Strategy
• The Latest Techniques for Selling B2B