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Growth Excellence pilot with market leader in mineral building materials

Client situation & approach

A world-wide leader in mineral building materials had the growth target in its Central East Europe premises to double turnover in 5 years and increase EDM (Effective Direct Margin) by 1 p.p. per year. The client is mature in manufacturing operations, thanks to a five-year WCOM (World Class Operations Management) program but, was experiencing a low market share and thereby uncaptured margin potential in the pilot market for its main product domain worldwide.

The company’s sales operation identified a 20% Time Thieves Loss. Further to this, a major loss area was ineffective preparation, execution and follow up of customer meetings. No behavior element was present in the operational sales steering. A Pilot Growth Excellence Program was designed, leveraging the strengths of the WCOM maturity on the operations side and centered on Growth on every agenda, Management by priorityfor breakthrough results, Share-of-pocketobsession, Bottoms-up gap-closingof sales efficiency and Boosting local sales activity level

EFESO tailored a Growth Excellence pilot program with four core modules: Performance Behavior in Sales, Time Thief hunting in Sales, Effective Customer Meetings, Share-of-Pocket based Growth planning.

Results

  • In the 3-year pilot project, they had sales growth of 10% CAGR, twice the underlying market growth, as well as achieving the set target of EDM improvement of 1,0 p.p. per year
  • Share-of-Pocket increased significantly in the target growth segment, as well as the number of sales visits and the number of new customers
  • Thanks to the Performance Behavior Module, a deep mindset change occurred in the organization. In particular, the degree of autonomy and drive to develop business and ways of working was boosted
  • A next wave of improvement activities was planned to further expand the results of this pilot phase