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Case Study - Automotive Industry
“Marketing-Driven Value Transformation”
Printer Friendly PageClient Situation and Needs
The marketing organization of a large automotive component manufacturer was leading an initiative to:
- Better understand how to develop new, customer-centric products
- Expand market share and drive profitable growth
- Meet or exceed growth goals
- Build sustainable competitive advantage by differentiating from the competition
- Transition from product/service-centric to customer-centric
- Define, deliver, and communicate a value proposition that will impact the customer’s customer
- Develop a global, multi-phase, integrated implementation plan
- Institutionalize “value” by building strong sales and marketing alignment across the organization that is firmly supported by senior executives
- Measure success
The Summit Group’s Solution
The Value Creation Initiative
Phase I
The Summit Group provided solutions that represent the fastest means to provide the target population with an overview of value proposition selling.
Phase II.
In conjunction with the marketing team, The Summit Group crafted a program by integrating all major value creation points contained in our best practice value approach. These focused on the following:
- An in-depth practice and application of the skills necessary to create the desired changes that can be integrated into the program.
- Actual products/services used during the skill development exercises.
- Tools and processes for field use that accelerate and enhance behavioral modification for value creation.
- A coaching value creation program exclusively for managers that can be added to reinforce and support the practice of value delivery in the field.
- Flexibility of delivering a one-day or two-day version, depending upon the targeted audience.
Phase III
The Summit Group, in partnership with marketing, imbedded the value creation principles across the entire organization. This is a long-term approach integrating the best practices to create the behavioral changes necessary to create success. This curriculum includes all the components required to take the client to the next level of effectiveness to create value for its customers. This approach standardized the value creation methodology by:
- Including an executive overview to develop executive commitment, a communication plan, and an execution strategy.
- Developing core curriculum for managers to learn how to coach the necessary competencies.
- Providing field support by Summit Group consultants.
- Providing a 6-18 month migration cycle for the transition of the sales force. After attending the initial value training, individuals were selected to attend advanced skills training necessary to maintain the momentum of the sales force transformation.
- Unveiling a long-term migration strategy for the client that provided a continual skill development strategy around value creation, value delivery, executive engagement, articulation of business value, business acumen, and a high level of knowledge acquisition and interpretation of customer data. All of these competencies are essential ingredients to institutionalize a value creation culture.
- Delivered advanced skills curriculum including the following workshops: Business Engagement Strategies and Tactics (BEST), Business Value Selling (BVS), and Creating Customer Insight.
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