BENCHMARKING BUSINESS RELATIONSHIP MANAGEMENT. Benchmarking Business Relationship Management The Four Faces of Building Value with Major Suppliers

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1 Benchmarking Business Relationship Management The Four Faces of Building Value with Major Suppliers

2 Benchmarking best practice... central to emerging next practice Leaders of the International Procurement Leadership Forum Official Sponsor, Support Partners of the Global Benchmarking Survey 2007 Examples of IPLF Participants, 2006 and 2007 Defence Procurement Agency Beam Global Spirits & Wine Purchex Page 2

3 Face 1: Business Requirements & the Value Drivers Face 2: Different Types of Supplier Relationship Management Face 3: Operationalising Strategic Supplier Relationship Management Face 4: Leadership, People & Behavioural Implications Page 3

4 One theme is the hard drivers of relationship management 10,000 individuals were contacted, with c. 1,000 survey responses and interviews Sectoral Case Files Retail & Consumer Brands Different types of value map exist - some are explicit, most are not Private Sector Automotives Aerospace Financial Performance Cost management Margin management Capital productivity Derisking supply Business Growth Revenue and innovation Operational excellence Customer response Reputation and CSR Pharmaceuticals Ways of Working Control and governance Strategic alignment Consistent ways of working Clear responsibilities Relationship Quality Business-to-business commitment Relationship trust and openness Day-to-day support Transparency and growth potential Financial Services Service Efficiency Cost management Treasury funding Capital productivity De-risking the supply chain Service Effectiveness Customer responsiveness Operational excellence Delivery and innovation Reputation enhancement Public Sector Public Sector Defence Procurement Agency Page 4

5 Cost down and value up potential with strategic suppliers is 20% + Survey respondents identified 23% incremental value across multiple factors Average spend 28.5m Average spend 7,600m Average benefits available 6.6m < 150m organisations N = bn+ organisations N = 152 Average benefits available 1,750m Average spend 260m Average benefits available 60m 151m - 1.5bn organisations N = 221 Total 413,000m opportunity identified by 816 survey respondents 1.5 bn - 15bn organisations N = 216 Average spend 2,600m Average benefits available 610m 1 Total cost reduction 3 Product innovation 5 Quality levels 7 Supply assurance 9 Supplier control 2 Revenue generation 4 Process improvement 6 Service levels 8 Speed to market 10 Relationship quality Page 5

6 Benefits identified by survey respondents The survey indicated that a broad range of additional value is available from strategic suppliers. Percentage Rating Service Levels: 23% Quality Levels: 23% Supply Assurance: 22% Control and Dependency Reduction: 17% Relationship Quality: 22% Cost Reduction: 22% Total Cost Reduction: 25% Value Improvement: 25% Process Improvement: 22% Innovation: 25% Revenue Generation: 23% Speed to Market: 26% 0% 20% 40% 60% 80% 100% Page 6

7 Face 1: Business Requirements & the Value Drivers Face 2: Different Types of Relationship Management Face 3: Operationalising Strategic Supplier Relationship Management Face 4: Leadership, People & Behavioural Implications Page 7

8 Value-based segmentation drives relationship management A limited number of suppliers will drive the largest sources of value Break -through Partners (c 5-10) Very High Value (15%+) Strategic Impact Development Suppliers (c 30-40) Performance Suppliers (c 200) Operational Criticality High Value (10-14%) Moderate Value (5-9%) Resource Intensity Remaining Suppliers (c 49,750) Limited Value (4%) Example of typical supplier segments for a company with c. 50,000 suppliers Step 1 Programme Planning & Project Governance Step 2 Form Strategic Supplier Management Teams Step 3 Facts & Data Baselining on Strategic Suppliers Step 4 Create & Approve Relationship Strategies Step 5 Supplier Engagement, Mobilisation & Work Streams Page 8

9 Strategic suppliers are strongly connected to the value map 77% of survey respondents have 50 or fewer strategic suppliers Criteria for a Strategic Supplier 1st: 2nd: 3rd: 4th: 5th: 6th: 7th: 8th: 9th: 10th: Impact of the supplier on current and future sales revenue. Importance of the supplier to product / service innovation. Access to business critical supplier capabilities and competences. Ability to reduce current or future cost base substantially. High level of expenditure with the supplier. Expected length and continuity of the supplier relationship. High dependency and high switching costs with the supplier. Access to proprietary technologies and intellectual property. Quality of personal relationships between us and the supplier. Importance of the supplier for entry into new markets / geographies. 35% 30% 25% 20% 15% 10% 5% 0 Number of Strategic Relationships per Respondent Organisation % Page 9

10 Face 1: Business Requirements & the Value Drivers Face 2: Different Types of Supplier Relationship Management Face 3: Operationalising Strategic Supplier Relationship Management Face 4: Leadership, People & Behavioural Implications Page 10

11 Building real depth in SRM process, practice, tools and techniques The IPLF benchmarking survey examined capability across five key steps Step 1 Programme Planning & Project Governance Step 2 Form Strategic Supplier Management Teams Step 3 Facts & Data Baselining on Strategic Suppliers Step 4 Create & Approve Relationship Strategies Step 5 Supplier Engagement, Mobilisation & Work Streams Governance Segmentation Mobilisation 1. Executive Briefing Form SSMTs Kick-off meetings Communications 6. SSMT Roles & Responsibilities Review strategies Spend & performance Relationship perceptions 13. Historic Spend Profile Relationship analysis Available options Relationship strategy 18. Power & Dependency Profiling Performance management Supplier development Breakthrough value creation 23. Contract & Supplier Review Meetings 30. Promoting Trust 2. Supplier Segmentation 7. SSMT Kick-Off Meetings 14. Internal Relationship Perception 19. Supplier Key Account Management 24. Contract Administration 31. Project Charter 3. Supplier Conditioning 8. Change Management 15. Supplier Relationship Perception 20. Options Meetings 25. Contract Management 32. Project Organisation 4. Supplier Charter 9. Quick Wins 16. Supplier Strategy Analysis 21. Risk Analysis 26. Supplier Performance Scorecard 33. Managing Conflict 5. Supplier Conference & Forum 10. Key Account Management 17. Technology Road Map 22. Relationship Strategy 27. Business Requirements 34. Facilitation Toolkit 11. Project Planning Tools 28.Statement of Requirements 35. Breakthrough Value Creation 12. Stakeholder Engagement 29. Procurement Benefits Tracking 36. Breakthrough Value Project Implementation Page 11

12 Strategic supplier management is in its infancy... Early days - lots of gaps - driven by problems - lack of business backed process 1. No training in strategic supplier relationship leadership 2. No documented relationship strategies for our strategic suppliers 3. No quantification of the benefits and ROI of working with strategic suppliers 4. No specific budget or resources allocated to strategic supplier initiatives 5. No regular, board to board review process between us & strategic suppliers 6. No guidelines or frameworks to share benefits with strategic suppliers 7. No focus with strategic suppliers on radically restructuring ways of working 8. Focus is on purchase price and reducing costs through negotiation 9. Contracting focuses on conventional contracts and performance to contract 10. Performance improvement is driven by problems N = 788 survey respondents Agree Neutral Disagree 0 20% 40% 60% 80% 100% Page 12

13 ... but there are certainly pockets of excellence and good practice Top executives are interested - lots of opportunity - some leaders in place 1. Regular, open dialogue takes place with strategic suppliers about performance 2. A top executive sponsor owns strategic supplier initiatives 3. Business case and benefits of strategic supplier initiatives are identified 4. Forums and reviews take place to examine internal data about strategic suppliers 5. Strategic suppliers are frequently worked with to find new ways of reducing costs 6. Full-time, dedicated relationship leaders are in place for strategic suppliers 7. Cross-functional teams exist with clear responsibilities for strategic suppliers 8. Defined and structured processes exist for managing strategic suppliers 9. Future impact of strategic suppliers plans on the buying organisation are understood 10. Stakeholders are fully prepared to commit staff time to strategic supplier relationships N = 788 survey respondents Agree Neutral Disagree 0 20% 40% 60% 80% 100% Page 13

14 Linking SRM to subcategory sourcing and category planning Do we need separate or connected procurement processes? Step 1 Step 2 Step 3 Step 4 Programme Planning & Project Governance Process 3: SRM Form Supplier Management Teams Facts & Data Baselining on Strategic Suppliers Create & Approve Relationship Strategies Step 5A Performance Management Step 5B Supplier Development Step 5C Breakthrough Value Creation Non-Competed Requirements Process 2: Strategic Sourcing Steps 1-X Step 5 Transition Supplier Selection Step 4 Step 3 Step 2 Step 1 Strategy Development Establish Baseline Opportunity Analysis & Project Set-Up Competed Requirements Annual Category Planning Activities Process 1: Category Management Page 14

15 Clarifying desired benefits from SRM is critical in shaping approach The specific benefits of SRM can be readily identified and quantified. Benefits need to be targeted for each relationship from both a hard and a soft perspective. Benefit measurement processes should recognise and reinforce benefit delivery Revenue generation opportunities Innovation capture from major suppliers strengthened Process improvement & integration Control & governance demonstrated over major relationships Strategic alignment enhanced - internally & externally Supply assurance increased & risk reduced Cost reduction & value improvement Service & quality performance to contract & improvement Hard Benefits Soft Benefits Consistent ways of working & improved knowledge sharing Clear internal SRM responsibilities & resource focus Supplier relationship management delivers the benefits only if there is a systematic, structured and disciplined approach that is programme-managed as part of an agreed business initiative. Individual behaviour, team skills and high quality influencing of key stakeholders are also central to maximising value from major procurement processes. There is passion as well as process. Page 15

16 A change management approach is required to fully anchor SRM Successfully launching strategic supplier initiatives needs an approved approach Business Alignment Executive support and sponsorship Business resource commitment Stakeholder education and awareness building Joint supplier segmentation and prioritisation Performance & Reward Stretch benefit targets for each supplier team Measure hard and soft benefits delivered Strategic supplier targets in team objectives Cascade relevant objectives to stakeholders SRM PROCESS ADOPTION Programme Management Deliver a number of demonstration projects Rigorous progress reviews of each project Resource prioritisation and capacity planning Planned migration to new way of working Learning & Development Process education and key skills building Key meeting coaching and skills transfer Capability profiling and behavioural skills Evaluate learnings and behaviours Page 16

17 What to include in a relationship strategy and approval document Producing a persuasive, compelling strategy with clear return on investment (ROI) Part 1 Executive Summary A short, persuasive summary of future strategy Part 6 Risk Management Major internal and external issues and potential sources of risk and vulnerability Part 2 Key Information Sub-category strategy, supplier strategic contribution and all critical data Part 7 Cost : Benefit Analysis Financial detail of business case, return on investment, value delivery and cost reductions Part 3 Strategic Analysis Analysis of available options, using strategy development tools Part 8 Implementation Plan Details of the plan, timings and change management requirements Part 4 Relationship Strategy Summary of breakthrough, performance management and supplier development options Part 9 Governance Roles and responsibilities for supplier engagement and the ongoing relationship Part 5 Business Impact Cross-business, crossfunctional and supplier impact of the strategy Part 10 Supporting Information Appendices of supporting data, project management tools and project charters Page 17

18 Face 1: Business Requirements & the Value Drivers Face 2: Different Types of Supplier Relationship Management Face 3: Operationalising Strategic Supplier Relationship Management Face 4: Leadership, People & Behavioural Implications Page 18

19 Assessing quality of relationship externally as well as internally Differences in quality of external working relationships between companies in the same sector appear to vary by at least 2-3 times order of magnitude OEM - supplier working relations Very poor - poor Adequate Good - very good Full acknowledgement to CPO Agenda and Planning Perspectives, Inc., Page 19

20 Assessing the challenges of the Influencing Zones Quantifying the internal and external requirements for leaders and change agents Procurement Team Internal Stakeholders External Suppliers CPOs & Procurement Directors Procurement Managers The Internal Influencing Zone with C Level Executives & Stakeholders C Level Executives Business Managers The External Influencing Zone Between Suppliers & Customers 5-10 Breakthrough Partners Development Suppliers Strategic Impact Category & Supplier Managers 100s of Key Internal Stakeholders Performance Suppliers Operational Criticality Buyers & Procurement Support Staff 1,000s of Internal Customers 1,000s of Volume Suppliers How many top executives and key business managers need to be involved in sponsoring relationship management initiatives in your organisation? How many suppliers or customers should be the key targets for significant relationship management activity over the next two years for your organisation? Page 20

21 A different profile on influencing and relationship management A common theme throughout the IPLF, 2006 and 2007, has been the need for much more sophisticated demonstration of influencing strategies 1. Strategic negotiation & relationship development 2. Personal values, ethics, integrity & trustworthiness 3. Relationship strategy creation & business case development 4. Persuasion & influencing skills 5. Deep knowledge of suppliers and markets 6. Change management & project management 7. Relationship management & performance measurement tools & techniques 88% 87% 83% 81% 80% 79% 78% 0 20% 40% 60% 80% 100% What is strategic negotiation? What are the core influencing skills and strategies that need to be developed? How far are they driven by personality, thinking style and intellectual ability? Page 21

22 Four critical elements of SRM for procurement leaders to focus on Capturing value from strategic suppliers is all about change management Agree Process, Tools & Approach Create and approve the process and toolkit for managing strategic suppliers as a business initiative Focus 1: Internal SRM Capability Building Focus 2: Process & Planning Manage the SRM Programme Organise deployment of an SRM process as a businesswide programme and initiative Focus 3: Supplier Value Acceleration Complete Relationship Diagnostics Identify scope for additional value and areas of relationship under-performance to impact Focus 4: Implementation Restructure & Relaunch Relationships Launch and drive forward a plan of campaign to restructure the relationships and address under-performance Page 22

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