Sales Enablement at Solvay Specialty Polymers Vlerick Sales Conference June 3 2015
COMPANY OVERVIEW Who are we? A major global player in Chemicals with compelling strengths Created by Ernest Solvay in 1863, Solvay is a Global company, with historical anchorage in Europe, and headquartered in Brussels. Our strengths 90% of sales in businesses among the top 3 global leaders 38% of sales in fast growing markets Balanced portfolio of activities A culture of sustainability, innovation and operational excellence 10.21bn NET SALES 1.78bn Adjusted REBITDA 119 MAJOR INDUSTRIAL SITES 15 MAJOR R&D CENTERS 26,000 EMPLOYEES 52 COUNTRIES 2
COMPANY OVERVIEW Specialty Polymers at a glance 6 prod. sites 4 R&I centers 7 prod. sites 2 R&I centers Multiple end markets Net Sales 2014 Healthcare 2 prod. sites 4 R&I centers Aircraft Industrial Automotive Construction Business Strengths Oil & Gas Alternative Energy Smart Devices Membranes Electricals & Electronics Consumer Goods 0040+ Proprietary Technologies 0350+ Commercial Employees 0450+ RD&T Specialists 1500+ Products 2700+ Employees Worldwide 2900+ Patents in Force 4000+ Customers 3
BACKGROUND Transforming two organizations into the NEW SOLVAY 2011 2013 2015 Efficiency +10% EBITDA Successful friendly takeover bid for Rhodia, a French chemical company Effectiveness New growth strategy based on Innovation Operational Excellence Marketing & Sales Excellence Expansion in fast growing regions A new, radically transformed organization the NEW SOLVAY began a new chapter in its history 4
BACKGROUND Commercial Excellence is about one way of working and leveraging key capabilities Internal Customers End users External Customers Efficiency Are we doing the right things? Commercial Excellence «one way of working» «leverage key capabilities» Effectiveness Are we doing the things right? Identify, embed best practices & operational levers Develop tools and processes to support and optimize our commercial operations and capabilities Grow profitably our top line 2016 + EUR 320 mn in EBITDA 5
CRM PROGRAM: WHY? A global CRM system to enhance transparency throughout the organization and to create one source of truth Pipeline visibility 500+ users worldwide One global CRM system 10 months 14 harmonized processes One way of working Focus on Data Quality 97% usage rate Benefits at all levels of our commercial structure Build a «Corporate memory» of all customer related information Enable synergies sharing key information about customers across different BU s Build bottom up approach and transparency in commercial roadmap Monitor key performance indicators company-wide Monitor easier progress and focus their teams on the right developments Faster integration of new businesses and product lines (scalability) 6
CRM PROGRAM: ENABLEMENT Best-in-class commercial practices are supported through our CRM (SFDC) We developed and brought to innovative tools which accelerate our Commercial Excellence initiatives and EBITDA targets Transactional Pricing Value Base Pricing Sales Force Management Commercial Roadmap ACHIEVE EXCELLENCE Faster Analysis of thousands Customer Product combinations More profitable pricing system Daily impact tracking Extract more value from existing business Develop case stories and best practices Create Sharedlearing platform for Sales Team Align objectives and account strategies among teams ww Increase Account Management efficiency with automated Reports and Dashboards In detail bottom-up approach to create a sound business forecast has been developed across the different functions and regions 7
CRM PROGRAM: ENABLEMENT The Transactional Pricing tool allows us to quickly harmonize our pricing structure within a peer group The Transactional Pricing Tool guarantees that new target customer prices are properly and timely implemented Project duration: 3 months Implementation: CommEx team and Salesforce.com team Benefits TP tool allowed us within 3 weeks instead of months to: Review more than 10.000 Customer Product Combination (CPC) Set suggested margins and prices Track actual impact and progress 8
CRM PROGRAM: ENABLEMENT Main lessons learned User perspective Operational perspective Be aware that people should drive processes and not vice versa Emphasize organizational & personal gains of the tool User-friendliness based on user feedback Management buy-in is crucial Embrace process as part of the organization's culture Maintain focus (KPIs) Define & reinforce relevant business processes as a first milestone Use a common methodologybut assess & adapt critical differences for each business Strong focus on testing before go-live Data analysis, integration and clean up are essential Business/IT hand in hand during implementation and post go-live 9 Change Management is Key
CRM PROGRAM: ENABLEMENT The Success of the CRM program is about Change Management: People change their behavior only if 4 conditions are fulfilled Managers adopt and regularly use the system CRM is in the agenda of all sales team meetings Role-modeling I see superiors, peers and subordinates behaving in the new way A compelling story I know what is expected of me I agree with it, and it is meaningful Consistent messages from GBU presidents & Commercial Leaders in terms of priority for CRM program Showcase successful user stories Comprehensive training strategy: online, classroom, informal Clear support organization (regional power users, delegated system administrators) Skills required for change I have the skills and competencies to behave in the new way I will change my behavior if Reinforcement mechanisms The structures, processes and systems reinforce the change in behavior I am being asked to make CRM single source of truth CRM usage objectives are reflected in PDCR Monitor data quality and performance metrics to drive behavior 10
Thank you!
Material Safety Data Sheets (MSDS) are available by emailing us or contacting your sales representative. Always consult the appropriate MSDS before using any of our products. Neither Solvay Specialty Polymers nor any of its affiliates makes any warranty, express or implied, including merchantability or fitness for use, or accepts any liability in connection with this product, related information or its use. Some applications of which Solvay s products may be proposed to be used are regulated or restricted by applicable laws and regulations or by national or international standards and in some cases by Solvay s recommendation, including applications of food/feed, water treatment, medical, pharmaceuticals, and personal care. Only products designated as part of the Solviva family of biomaterials may be considered as candidates for use in implantable medical devices. The user alone must finally determine suitability of any information or products for any contemplated use in compliance with applicable law, the manner of use and whether any patents are infringed. The information and the products are for use by technically skilled persons at their own discretion and risk and does not relate to the use of this product in combination with any other substance or any other process. This is not a license under any patent or other proprietary right. All trademarks and registered trademarks are property of the companies that comprise the Solvay Group or their respective owners. 2013, Solvay Specialty Polymers. All rights reserved. www.solvay.com