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Organic growth in agro industry company thanks to intense Growth Excellence in WCOM™ programme

Client situation & approach

The client is a leading player in the agri-food industry, with EUR 4 b net sales.

After five years of the successful deployment of a WCOM Operations Excellence Program in Production and Logistics, the focus was turned to building and driving Growth through excellence in marketing & sales and innovation.

A pilot phase was started with ten improvement teams in growth planning, performance management, customer and offering management, sales & marketing execution.

A Growth Assessment was carried out in 3 core business units, based on Growth Opportunities to build a 3-year strategy implementation plan, including a Capability Gap Closure Plan.

growthAn End-to-End improvement program, involving the entire company from Business team to Operations, was implemented.


  • Successful turnaround of two business units returning to strong growth (best-in-group)
  • For two core businesses, Share-of-pocket based growth plans were implemented
  • The time thieves in sales force were reduced, thus doubling effective quality sales time
  • Sales gap mapping and Closure Customer Interfaces were secured and Individual Steering Cards for sales reps were designed
  • The organization has now acquired the capability to systematically execute Improvement Teams in Sales & Marketing