Boosting Salesforce Effectiveness

At ITravelCO

Executive Summary

• This project will:

– answer a set of key questions on sales capabilities, customer

segmentation and organisation structure

– Design and implement a solution to improve sales effectiveness

• A focus on 16 pilot countries across all 4 regions

• Working groups will exist across the corporate, regional and country level

• Project length of 12 months

Key project principle: Keep and build on what has generated ITravel’s

considerable success to date

Key Insights

Insight Implications

1. Direct and online models are eroding the

need for a GDS platform

2. Travel agencies are consolidating

3. Similarities exist within customer segments

across different countries

6. Unable to detect a company wide view of

how growth will be achieved

5. Organisation of sales force and customer

segmentation varies greatly across countries

This market is

changing and

facing some

challenges

4. Growth is declining

Is ITravel

structured to

continue its

success in this

market?

Key questions for project structure

1. Which countries will generate the

companies growth?

2. What similarities exist within customer

segments across different countries?

How could ITravel benefit from them?

3. Do the sales capabilities and models

meet market requirements?

4. What tools and rewards would improve

revenue performance?

Questions Example of required data

• Macro economic and industry

data

• ITravel Country financials and

operating data

• Surveys and interviews with

local operations

• Selected customer interviews

Answers used to generate solutions

Similarities within

customer

segments?

Benefits?

• Sales structured by global

vertical customer segments.

Study findings Example Solutions: Sales models Question

• Optimize countries autonomy.

• Training arranged by region

and customer segment.

• Regional, segment managers.

• Communication between

countries facilitated.

16 countries from 4 regions form the

core project

200+

countries

100

countries

16

countries

Demand and resources required from the business

ITravel

countries

Best and worst emerging

and mature countries per

region

Top 100

countries by

revenue

Analysis: Macro, high level

Output: Assessment of which

countries have potential to

grow

Analysis: Detailed, local level

Output: Answers to core

project questions

Filter:

Analysis:

Goals and Deliverables

Project Deliverables Goal

Boost sales force

effectiveness in the

subscriber side of the

business.

Measured by:

•Increase of x%

revenues

•Maintain margin %

1. Implemented solutions to 16

pilot countries within 4

regions

2. Plan / guide for worldwide

roll out of solutions learned

from pilot phase

Methodology

Study

Design

Implementation

1

2

3

Study

Study

Design

Implementation

1 Corporate level: Macro level data analysis

- Identifying top 100 countries by revenue.

- Industry growth forecast for each of the 100 countries.

Country level study (16 countries only)

Field visits.

Detailed country analysis.

Validation

Discussion, validation and sign off among all key stakeholders.

Design

Study

Design

Implementation

2 Strategy

Capabilities

People

Practices Structure

Metrics /

Rewards Process

Behavior

Culture Performance Galbraith´s 5 Star Model

• Organization

• Key roles

• What talent?

• HR

• Growth

• Competition

• How to make

decisions

• Workflow

• Management

process

Study

Design

Implementation

Implementation

3

Unfreeze

Change

Freeze

Prepare change team (Country GM’s, Field

sales, Corporate personnel etc).

Define change evaluation metrics.

Create communications (benefits, necessity,

and effects).

Setup Q&A mechanism.

Perform training.

Execute change management plans.

Implement incentive structure (for short-term

success).

Collect feedback.

Continue constant communication with

regions and countries.

Create reward system.

Organization of the effort

Mature market

Emerging market Sales models

Segmentation

and customer

profile

Business

plan and

budget

Vision

Organization

structure Incentive

design

Training

Steering group

CEO & VPs

Program office

HR

Comms

Country managers

Training

Region1 Region 2 Region N

Hunting

Farming

Strategic Organizations Design

Operational

1 consultant

1 consultant

6 consultants

Workplan

0

Study Design

6 months

9 months

Implementation

12 months

Study

Month 1 2 3

1 Kick off meeting

2 Country data level analysis (top 100)

3 Field visits - Study of existing systems and

processes

4 Regional workshops – validate and refine

understanding

5 Global workshop – inform stakeholders and

share learning across regions

3 months

Workplan

0 3 months

Study Design

6 months

9 months

Implementation

12 months

Design

Month 4 5 6

7 Design of recommendations

8 Regional workshops – Discuss, debate and

refine recommendations

9 Global workshop – Discuss, debate and refine

recommendations

Workplan

0 3 months

Study Design

6 months

9 months

Implementation

12 months

Implement and hand-hold

Month 7 8 9 10 11 12

a Steering committee and change team formation

b Finalization of change management plan

c Orientation of change team

d Change management support - Train the trainer

e Implementation of changes

f Monthly monitoring

g Implement learning from monitoring

h Exit presentation and handover

Activity

Consultants ITravelC

O

support Strategy Proj

Mgmt M&A

Corp

structuri

ng

Sales

HR IT

Marketin

g

1 Kick off meeting

2 Country data level

analysis (top 100) 4 PT

3 Field visits 4 PT

4 Workshops 1 PT

5 Design of

recommendations 1 PT

6 Workshops 1 PT

8 Final

recommendations

9 Implementation

Support 4 PT

10 Exit presentation

Total 9 M 7M 7M 9 M 7 M 9 M 9 M 7 M 64 M

Legend: = resourced deployed M=Months PT= part time

Resources needed

Vivek Jha

Management Consulting

Caroline Demian

Internation Business

Development

Jens Huuck

Financial

and Organization

Restructuring

Veronica Capriles

Marketing & CRM

James Magill

M&A, Org design Javier Avilés

Project Management

HR