Focus on Customer Segmentation & High Margin Products
Align to New Customer Preferences & Routes to Market
Food & beverage and consumer goods manufacturers and distributors have historically invested significantly in marketing and branding tactics to stimulate end-user demand. However, the sales and merchandising organizations responsible for executing channel strategies and product placement have not typically received the same support and investment.
As customer preferences shift, leading organizations must adjust their go-to-market strategies to invest in new physical and digital channels and make products available where and when customers want to purchase and consume them.
High-performing companies recognize the need to realign their go-to-market models and make the right investments to promote growth, using these approaches to achieve their business goals.
- Balance growth expectations and resource deployment across traditional and new channels.
- Evolve coverage models to match commercial resources to segments based on both customer needs and attractiveness to the organization.
- Articulate a value proposition around sustainability while driving focus on product mix and high-margin items.
- Drive collaboration and accountability between Sales and Merchandising.
- Use compensation plans to foster a pay-for-performance culture.
- Migrate from a volume-based to a growth-based performance mindset.
Are you evolving your commercial organization to address changing customer needs and preferences? Alexander Group can assist you in aligning your food & beverage and consumer goods go-to-market model with your commercial organization to achieve your strategic goals.
How We Help
- Segmentation: Target the right opportunities with the right value proposition based on customer needs and preferences.
- Marketing & demand generation blueprint: Evaluate current and new markets and areas of opportunity. Optimize marketing channels, mix and return.
- Routes to market: Determine resources required to execute sales strategy for each route to market.
- Revenue Operations: Invest in Revenue Operations to integrate Marketing, Sales and Service and drive commercial efficiency.
- Sales compensation: Align Sales and Merchandising compensation and quota programs to motivate and achieve more aggressive business goals.
- Actionable research & benchmarks: Provide current and relevant data, trends and benchmarks to help guide Sales, Marketing, Merchandising and Operations decisions.
Trends Driving Sales Comp Changes in Food & BeverageThe food and beverage industry is seeing consumer trends driving changes to sales compensation programs.
Participate in Our RresearchOpen Opportunities
- Customer Experience Survey Customer Experience (CX) is the overall impression and perception that customers have based on their interactions with your brand, products and services. Are you delivering best-in-class customer experience throughout all touchpoints of the customer journey, including pre-purchase, purchase and post-purchase interactions?
- Manufacturing & Distribution Industry Trends Research: Strategies | Insights | Metrics Digital investments are increasing dramatically. Innovative products are driving profitable growth but require significant changes in talent for new roles and more advanced skill sets. Adapting to new customer preferences and the 24/7 buyer journey is forcing the integration of marketing, sales and service. Is your firm keeping up with industry changes?
- Sales Compensation Trends Survey For industry leaders in HR, sales and sales compensation, participants will provide input on 2023 results and program goals and objectives for 2024. Focus areas include quotas, staffing and headcount along with sales comp plan changes around measures, weights, performance periods, MBOs, pay mix and leverage.
- Advanced Practices for Commercial Talent Management Manufacturers and distributors achieve revenue and margin outperformance with a lower proportion of above-market pay compared to other industries. Over 60% of leading firms meet monthly to discuss performance with their commercial teams. What are the best practices for developing a talent management strategy that brings a competitive advantage?
- Commercial Practices to Drive Profitable Growth & Valuation Economic downturn. Unpredictable markets. These are just a few factors that are preventing manufacturing commercial leaders from determining and realizing revenue goals. How can organizations achieve differentiated growth, productivity and efficiency for profitable growth?
- Digital Go-to-Customer Study Discover the industry trends, insights and frameworks on the digital impact on revenue growth, as well as recommendations for increased sales performance and growth in a digital environment.
- Digital Insights Study Digital means changing how companies engage with customers and enable their commercial teams. Determining where and when your customers interact with your products and solutions can impact your organization’s digital maturity and where to guide your investments.
- Manufacturing & Distribution Industry Trends Research: Strategies | Insights | Metrics Digital is altering the way customers interact and purchase your offerings. Integrating sales, marketing and service to provide customer value will differentiate your firm, command a premium and deliver sustainable growth. Compare your business processes and performance metrics to your competition to see if you’re hitting the mark.
- Manufacturing & Distribution Productivity Drivers Rising inflation, supply chain constraints and uncertain demand are just a few economic factors that are impacting commercial models. What drivers are manufacturers and distributors investing in to prioritize customer segments, protect margin, and maintain and grow market share?
- Marketing Insights Study Over 150 marketing executives were interviewed to determine the marketing initiatives being prioritized to maximize customer lifetime value. From marketing roles and resource allocation to marketing mix, channels and spend, get the latest insights on where marketing leaders are investing to advance their organization’s marketing maturity.
- Prioritizing Quality Over Quantity: An Analysis of Marketing Demand Generation Performance Leaders in manufacturing and distribution have increased demand generation investments by over 13%. Marketing now accounts for 33% of functional pipeline development. As marketers look to allocate resources between channels and initiatives to increase conversion rates while navigating costs and tracking ROI, how do you determine the best demand gen investment strategies?
- Redefine Excellence Through Customer Experience From executing a customer experience (CX) vision and strategy, deploying the right resources for customer engagement, setting specific CX goals and measurements, and defining the processes and growth plays that drive retention, the study provides insights and metrics for manufacturers and distributors on leading practices for a successful CX program.
- Revenue Operations Survey Over 200 executives in sales and revenue operations were surveyed across Business Services, Financial Services, Manufacturing and Distribution, MedTech, Health and Wellness, Media and Technology to determine the leading practices of world-class revenue operations organizations.
- Sales Compensation Hot Topics Survey Over 350 sales compensation leaders across seven industries provided insights on key sales comp topics including costs, quota planning and attainment, profitability, AI’s impact on comp, global comp practices, marketing comp practices and client/deliver services comp practices.
Upcoming Manufacturing and Distribution Events
Precision Pricing: Unlocking Profit to Outperform Competitors SeriesWebinar
Session 3 | Cost-Plus Pricing: Stop Leaving Money on the Table
Intuitively, using cost-plus to set pricing would allow organizations to keep pace with inflation and ensure long-term financial viability. Yet, more than half of B2B organizations failed to keep pace with inflation in this past year. In this webinar, Avy Punwasee of Revenue Management Labs and Kyle Uebelhor of Alexander Group will outline how using value-based pricing in place of cost-plus is essential to commercial success.
– Cost-based pricing versus value-based pricing
– Unlocking customer value and willingness to pay
– Understand the competitive landscape and how that will impact pricing decisions
– Determining the true financial value of your offering
– Change management considerations when migrating to a value-based approach
2:00 p.m. – 2:30 p.m. ET
Sales Compensation Symposium
Reserve your spot at Alexander Group’s upcoming Sales Compensation Symposium. Join leading manufacturers and distributors as we discuss the latest strategies and best practices to support your sales reps as you look to set, measure and compensate success.