TOOL USED IN SALES AND MARKETING
PRODUCTIVITY PROJECTS
1 Sales and Marketing Productivity Team

The Composition Of The Presentation
INTRODUCTION
CHECKLIST
EXAMPLES
Sales and Marketing Productivity Team
SOFTWARE
2

Overview
•
What is Added Value Analysis?
•
Who is involved?
•
Why is AVA effective?
•
How is it performed?
Sales and Marketing Productivity Team 3

What is an AVA?
An Added Value Analysis (AVA) is a systematic observation with the aim of:
• focusing everyone's energy on essential activities
• improving effectiveness of all activities by streamlining decision making and improving accountability
• achieving lasting improvements by eliminating nonessential tasks
• building commitment to ongoing improvement by involving staff in the process
4 Sales and Marketing Productivity Team

What an AVA is NOT ...
The AVA study is not:
•
An attempt to get people to work harder
•
A way of getting the same workload done with fewer people
•
An attempt to reduce the quality of the work to the detriment of the business
5 Sales and Marketing Productivity Team

Who is involved?
All relevant Marketing, Sales and Supply Chain functions, i.e.
•
Marketing manager
•
Product / Brand manager
•
Key Account Manager (KAM)
•
Supply chain managers
•
Any type of supporting function related to
Marketing and Sales
6 Sales and Marketing Productivity Team

Why is an AVA effective?
•
The participants generate the improvement idea in conjunction with the team
•
It involves all areas in innovative thinking and idea analysis
•
The management approval process ensures a fit with long term strategy
•
It improves managers' cost awareness of the tasks performed
•
It streamlines activities, tailoring the organisation to its workload
7 Sales and Marketing Productivity Team

Do we know which activities we spend our time on?
(This Survey)
30%
Knowledge ?
(Prior to Survey)
Sales and Marketing Productivity Team
Better Decisions can be made
8
100%
Knowledge
(A full Time &
Motion study)

The Composition Of The Presentation
INTRODUCTION
CHECKLIST
EXAMPLES
Sales and Marketing Productivity Team
SOFTWARE
9

How is it performed?
Overview in 4 steps

Preparation with the unit heads

Analysis of activities

Idea generation

Action plan
10 Sales and Marketing Productivity Team

Preparation with the unit heads
- Meet with the Unit / Department Heads
- Explain how the study is carried out
- Explain the role of the organization and the expected benefits
- Explain timetable and key dates
- Show examples of results from previous projects
- Show example of documents to be used (ie: AVA form)
11 Sales and Marketing Productivity Team

Analysis of activities
Preparation phase
- Define the areas of the Company to analyse and the names of people that are going to receive the AVA
- Define the AVA form(s), adapted for the market
- Make the computer ready to input the data once the
AVAs are received
- Prepare a cover letter and a sheet with instructions on how to fill out the AVA
12 Sales and Marketing Productivity Team

Analysis of activities
AVA collection phase
- Send in a close envelope AVAs to participants
- Once AVAs are received verify their correctness
- contact authors to solve compilation errors, if any
AVA collection phase (2nd option)
- Gather participants in group sessions
- Explain the AVA during the meeting
- Ask them to compile the AVA during the same meeting
13 Sales and Marketing Productivity Team

Analysis of activities
Process AVAs with the computer application
- Input AVAs as soon as they are received and validated
- Extract reports from the system to analyse results
14 Sales and Marketing Productivity Team

Idea generation
Perform Brainstorming sessions to:
- Analyse results of AVA
- Generate ideas to improve productivity and eliminate activities with no value added
- Evaluate cost, benefits, and feasibility of ideas proposed
- Integrate ideas with other proposals coming from the project
Present ideas to management to obtain approval
15 Sales and Marketing Productivity Team

Action Plan
- Define timetable for implementation considering also pilot initiatives
- Define resources needed
- Start implementation
16 Sales and Marketing Productivity Team

Tips ...
•
Don't underestimate the time needed
•
Test the forms before sending them out by someone from the local Market
•
Inform people that no names will be disclosed and that results will be analysed in aggregated form
17 Sales and Marketing Productivity Team

The Composition Of The Presentation
INTRODUCTION
CHECKLIST
EXAMPLES
Sales and Marketing Productivity Team
SOFTWARE
18

100
80
60
40
20
Market X: Breakdown of main Brand
Management activities
8.6
15
14.5
8.7
11
7
7.2
28
OTHERS
CONSUMER
RELATED
ACTIVITIES
NPD
STRATEGY
SALES
SUPPLY
CHAIN
MARKET
VISITS
MEETINGS
•
A third of brand management's time is spent in meetings (28%) and market visits (7%)
•
Of the remaining 65%, consumer related activities, new products and sales are the three key activities of Brand
Management
0
19 Sales and Marketing Productivity Team

100
80
60
40
20
Market X:
Consumer related activities
8.6
15
14.5
8.7
11
7
7.2
•
Involves major activities of planning and implementing communication programs and promotions
•
Brand Management spends only 15% of total time on this - hence time spent on each task is low
COMMUNI-
CATION
3.2%
28
PROMO-
TIONS
4.2%
PR &
SPONSOR-
SHIP
1.3%
0 AGENCY-
MEETINGS
6.3%
20 Sales and Marketing Productivity Team

100
80
60
40
20
Market X:
New product development
8.6
15
• New product development involves
14.5% of brand management time
• However time spent on each specific activity is low
14.5
8.7
11
7
7.2
RESEARCH
0.9%
MKT ANALYSIS
1.7%
INT.
LAUNCH
1.9%
LAUNCH
FOLLOW-UP
1.9% PLANNING &
COORD.
6.5%
28
0
LAUNCH PREPA-
RATION
0.9% TASTING
0.7%
21 Sales and Marketing Productivity Team

The Composition Of The Presentation
INTRODUCTION
CHECKLIST
EXAMPLES
Sales and Marketing Productivity Team
SOFTWARE
22

TOOL USED IN SALES AND MARKETING
PRODUCTIVITY PROJECTS
26 Sales and Marketing Productivity Team