Welcome to our latest edition of Expert Speak,” How does the access to data impact the Sales Force Teams ” which comes from Véronique Motte, President CPM Group of Companies in France.
How does the access to data impact the Sales Force Teams ?
A few weeks ago, CPM France organised a conference in Paris to explore the impact of accessing data on the sales force team’s performance. For the occasion, CPM France teamed up with its partner, Data Impact, a leading analytics and monitoring e-commerce company.
The purpose of the conference was not to put forward solutions, but to create thought provoking discussions and share opinions or beliefs with the thirty sales directors and e-commerce managers present.
The world of retail is changing, making the sales force teams role more complex
In France, consumers are visiting multiple stores for their groceries (7.8 versus 7.1 in 2010) and are increasingly becoming more specific and demanding when it comes to the source and the quality of products, but they still want a good price and a promotion. Faced with a decline in consumption, especially in hypermarkets, the retail industry is seeking to reinvent itself by digitalising stores and focusing more on small traders, new players and e-commerce. On the manufacturers side, sales forces are not immune to these upheavals. The professions are becoming more and more specialised while their attractiveness decreases.
Today, the use of data by the sales teams is not fully optimised
Following a trend to specialise professions in the past 10 years, today we are seeing a change to versatility for reasons of efficiency. The Area Manager is becoming a Store Key Account Manager with different tasks: numerical distribution, promotion, place, price, but also management of resources.
However, the job could be reinvented thanks to a better use of data. Salespeople could regain interest in their business through a cap on the data. It would facilitate certain tasks and reduce the time required to complete them. A better use of the data would reduce the preparation time, the store audit (automatic check availability, price records…), even transport, by removing unnecessary sales calls. Consequently: using data, the time of a visit could be optimised by about 10% to 30%.
How can data help in execution?
Today, visiting a store is still the main way of collecting data for the offline sales team. Tomorrow, the availability of data will optimise the sales team’s actions on three levels without having to make a second call:
CPM France are proud to announce that one of our clients has accepted to test this data approach on its sales force team. It will be a good start and a good reference on the use of optimising data. We will keep you informed of the progress…
President CPM Group of Companies in France
Read the latest article from CPM, UK.
Every year, colleagues from CPM UK are delighted to be invited to attend the Omniwomen Summit, bringing together people from all of the Omnicom agencies. This year, along with other colleagues Michelle Stead attended. We got 15 minutes with her to find out more about the day, and her key take-outs from the speakers…
Michelle, what were your perceptions of the summit ahead of attending?
I’d heard so many great things from colleagues who had attended the Omniwomen Summit before, so knew it was going to be a great day full of energy! I went with an open-mind but was very excited to know I was spending International Women’s Day at an event filled with likeminded individuals from across the Omnicom agencies, who all felt passionate about empowering women in the workplace. I was really looking forward to hearing from women who had been successful in their own careers and taking advice and learnings from their journeys that I could apply to my own.
What was the theme of the day?
The theme was all around supporting and celebrating diverse paths to leadership. We heard from a wide range of speakers including Ruth Hunt Chief Executive of Stonewall, Sophie walker Former Leader of The Women’s Equality Party and Sophia Thakur – Award Winning Poet. Each of them have been on their own really interesting and different journeys – successful in their own right. It was really interesting to hear their points of view, the challenges they have faced on their way to the top and how they overcame these and used them to their benefit.
What breakout sessions did you choose?
I chose ‘Cracking Confidence’ with Alison Chadwick which was an interactive workshop providing techniques on how to crack confidence from the inside out and from the outside in. The session looked to help me use my natural strengths to tackle situations that feel challenging and make friends with the inner critic who can sometimes stop me in my tracks. I left the workshop armed with immediately usable tips and tools that will help me look as well as feel more confident in the future.
The second breakout session I picked was called ‘Making your words work for you’ with Sophia Thukur. After seeing her present on the main stage earlier on in the day, I was super-excited to learn more from the talented artist. This session was aimed at forcing myself to tap into my potential, learn how to approach problems with creative solutions and use confidence exercises specifically looking at posture, tone, pace and poise.
Both of the sessions left me feeling empowered and motivated with key learnings that I can now apply to my day job and support in making me the best version of myself.
What was the session that resonated the most with you and why?
I really enjoyed the ‘Breaking The Silence’ session which included a panel of Lorraine Jennings (Director of Services & Talent, NABS), Sean Betts (MD, Annalect), Jessica Geary (Senior Digital Media Director, RAPP) and Claire Sanderson (Editor in Chief Women’s Health). The sessions focussed on the individual mental health and wellbeing struggles that the panel had faced, and how they had overcome these challenges, and used the experiences to positive effect. The session was really open and honest and it was moving to see such senior colleagues talk about their personal struggles. It demonstrated that the path to success is not easy, and that we all need to do more to drive awareness – and open up about how we are feeling. With mental health being so topical at the moment I found it beneficial that the panel touched on this subject and took away lots of ways in which I can make a difference within my workplace to recognise the signs of any colleagues who may need someone to talk to, and what I can do to create a safe environment for individuals to open up.
After attending such an empowering event, what would your advice now be to your female colleagues?
This is a hard one as there was so much brilliant advice I took from the event but what really struck a chord with me was that it’s important to know and accept yourself, to be confident and comfortable with who you are and stay true to yourself on your journey to success. It’s vital to understand what it is you value, what are your strengths and keep true to them ALWAYS! Lastly and mostly importantly – don’t let the inner critic stop you from putting yourself out there, trying new challenges and getting you to where you want to be.
An introduction to Omniwomen
Omniwomen UK + Allies was initially set up 5 years ago with the goal to look at how as an organisation OMNICOM could increase the number, seniority and influence of women in leadership roles across the company. Since establishing, the Omniwomen Team have supported in getting more women into senior roles with 48% of Omnicom’s senior leadership now being female. But not one to stagnate, the Omniwomen UK + Allies Team want to do more and are making the commitment to enable women from all backgrounds to fulfil their potential and this year, are focussing their efforts on supporting and celebrating diverse paths to leadership. Every year Omniwomen UK + Allies hold a Leadership Summit bringing together around 300 colleagues from across the wider UK agencies all passionate about equality, diversity and inclusion and I was lucky enough to attend this year’s event on International Women’s Day.
As part of the celebrations for International Women’s Day #IWD2019 CPM France invited some of their female employees to take part in an interview to share their inspirational stories
What is your name and role in the company?
Caroline Laroche-Joubert – Account Manager for our client AbInBev
What was your first ever job? Junior Product Manager, Food Service (out of home consumption) at Heinz! (Yum!)
What advice would you give to anyone starting a career in sales?
You need to know yourself and what area you want to work in (food, high-tech…) because they are very different jobs.
Don’t be afraid to try or to dare. You never lose: either you win or you learn. You have to know how to be humble and learn a lot before you can become an expert
Is there any women in leadership that you admire outside of your organisation? Yes, since Omniwomen summit of 2018: Perla Servan Schreiber! This woman exudes the joy of living and her cheerfulness is contagious. For me, she represents the Wisdom that you want to listen to, she knows what really matters.
What are the few resources (books, articles, blogs etc.) you would recommend to someone to gain insight into becoming successful in life and their career? So I will suggest Perla’s book: Ce que la vie m’a appris [meaning “What life has taught me”]. I would encourage the person to be aware of current affairs in general as well as the news in their own field of work. This allows us to have conversations with customers even if we have nothing in common with them.
What is your name and role in the company?
Laura Valavanis, Client Service Director for Sales Activation clients.
What was your first ever job?
Marketing/Sales Coordinator for a Beauty Trainer team at Daytona.
What advice would you give to anyone starting a career in sales?
Always try to put yourself in the Customer’s position!!!
Is there any women in leadership that you admire outside of your organisation? There are admirable women in many fields. Simone Veil is probably one of the women who embodies courage and strength to me.
What are the few resources (books, articles, blogs etc.) you would recommend to someone to gain insight into becoming successful in life and their career? In my life, managing a family successfully and performing well in my career can sometimes be a real challenge.
Carole Pirmez’s book “Avant j’étais débordée !” [meaning “Before, I was overwhelmed!”] provides a few tips for organising everyday life, in order to restore a harmonious sense of balance.
Similarly, Marie Kondo’s “The Life-Changing Magic of Tidying Up” talks about the simple fact that stress and inefficiency are partly caused by untidiness.
What is your name and role in the company?
Anne-Sophie Desportes, Account Manager for our client Orange
What was your first ever job?
My 1st job was Area Manager in the Paris region for CPM’s client HP.
What advice would you give to anyone starting a career in sales?
Have self-confidence, never give up, be curious and know your contact/customer in order to achieve your goals.
Is there any women in leadership that you admire outside of your organisation? Susan Oubari, a spiritual coach who had a career change after working in fashion.
She’s a very friendly and warm American who uses “Breathwork” based on very intense breathing exercises. They help you let go, to beat stress and anxiety and make way for well-being and relaxation.
What are the few resources (books, articles, blogs etc.) you would recommend to someone to gain insight into becoming successful in life and their career? Here are the social media accounts I follow, for a different perspective on current affairs and for their creative ideas:
Did you know?……….
|RETURN ON EQUITY|
On average companies with the highest percentages of women board directors outperformed those with the least by 53%
|RETURN ON INVESTED CAPITAL|
On average companies with the highest percentages of women board directors outperformed those with the least by 66%
|RETURN ON SALES|
On average companies with the highest percentages of women board directors outperformed those with the least by 42%
|Companies in the top quartile for gender diversity are 15% more likely to have financial returns above their respective national industry medians||In the UK greater gender diversity on the senior-executive team corresponded to the highest performance uplift in our data set; for every 10% increase in gender diversity, EBIT rose by 3.5%|
Source: McKinsey, Catalyst
This years theme for International Women’s Day is #BalanceforBetter.
The aim is to build a gender-balanced world.
“Balance is not a women’s issue, it’s a business issue. The race is on for the gender-balanced boardroom, a gender-balanced government, gender-balanced media coverage, a gender-balance of employees, more gender-balance in wealth, gender-balanced sports coverage …Gender balance is essential for economies and communities to thrive.”
The gender ratio for the entire world population is 102 males to 100 females – a very gender balanced world I think!
It is also a fact that there is not a problem with female achievement and women now out-perform men in terms of educational attainment. In addition, as women we are also “leaning in” and asking for promotions and negotiating salaries at the same rates as men and, contrary to conventional wisdom, we are now staying in the workforce – again at the same rate as men.
Therefore, to my very logical brain, it would make reasonable sense that the business world would be made up of a balanced number of equally paid males and females at every level within organisations.
So why are there only 30 women in full time executive roles at FTSE 250 companies (down from 38 last year), which amounts to just 6.4% of the total? And why does the national Gender Pay Gap between males and females currently stand at 18.4%? (OfNS April 18).
I recognise that this is not an overnight fix and actually business and government are more committed than ever to balancing the gender equation.
Therefore, we need to push the agenda even harder and overall companies need to take more decisive action. We all need to start treating gender balance with as much importance as our other key business priorities like business growth and customer satisfaction.
This means holding our leaders and managers accountable for results, identifying and closing gender gaps for both new hires but also for all promotions across the business. This certainly does not mean introducing any form of quota system but by first and foremost, having a talent attraction strategy that actively encourages and attracts gender balanced candidates for all roles within your business. Your recruitment process should be merit based, free from unconscious bias and should create excitement, foster confidence and bring out the very best in each and every candidate.
It also means creating an all-inclusive culture, where everyone feels supported, encouraged and given the confidence to progress their careers and achieve beyond what they thought they were capable of – I know I did!
At CPM we are committed to championing a Gender balanced workplace and recognise and understand that inclusion and diversity leads to greater business success. In our UK business, I am very proud to have a gender split of 42% Male, 58% Female and our UK board is split 50% female and 50% male. This is particularly pleasing for a sales organisation where typically “Women in Sales” usually account for less than 30%.
Having a diverse workforce based on opportunity and meritocracy is something that is deeply important to me and to CPM. As someone who has progressed through the business, I am passionate about creating development opportunities for anyone who wants them, whilst at the same time providing support programmes that give everyone – especially women – the confidence to progress their careers if they choose.
We work closely with our female employees to encourage and support the challenges they face with balancing their career & families, and to also build the confidence they sometimes lack to progress their careers. Our flexible working practices, part time roles, mentoring, support and sponsorship programmes, have not only driven positive gender balance across all roles within our business, but have also brought tangible benefits to both our Female and Male colleagues.
Whilst I recognise that there is always work to do to continually improve our business performance, culture and the diversity of our team, I am hugely proud of our progress to date and the engagement, passion, hard work and commitment from the CPM team.
MD, CPM UK
Are you ready to maximise your Grocery Sales this Easter? Did you know that consumers spent a smashing £900m within Grocery across all categories last Easter? From working with a range of clients across categories, we know just how important it is for brands to maximise sales over the holiday period through increased availability, incremental space and in-store execution. Don’t make it all about the egg this Easter, speak to us today to hear how CPM can help you crack this key selling period.
Calling into grocery, high street and discounters, our FLEX team of Retail Experts are ready to switch on when and where you need them, with as little as 48 hours’ notice. Our army of 300+ Business Development Executives have a wealth of experience within this field which allows them to create an impact in store and drive the highest return for our clients. Being in store every single day, across a range of brands the team have unrivalled relationships with the stores within their territory, acting as an extension of the store team which in turn allows us to influence decisions and drive real change for our clients.
Not sure which stores to call to drive the most impact? Leave that to us! CPM’s insight team can analyse your sales data to identify which stores to visit based on sales potential, footfall and our knowledge on the stores deemed to be the least compliant. We will make recommendations on when to call, where to call and the interventions to make to drive the highest ROI. Want to increase your ROI even further? We have the ability to use Predictive Analytics to deploy our FLEX Team into the right stores to fix issues before they actually happen, protecting chances of lost product sales. Our clients using Predictive Analytics are already seeing up to a 23% sales uplift.
Crack Easter this year by using our FLEX Team and accelerate sales immediately through in-store merchandising, promotional compliance, increase incremental space, stock management plus much, much more.
Ready to smash this Easter? Get in touch – 01844 261777 firstname.lastname@example.org
CPM UK takes GOLD for Best Outsourcing Partnership with Royal Mail
We were delighted to receive this award, recognising a true outsourcing partnership, where our team of 45+ business managers, based in our Warrington Contact Centre, drive business to business sales for Royal Mail.
On the awards evening, there were 1,200 attendees, finalists from 19 countries, and just 28 winners, including CPM UK! The judges called out some specific reasons why our entry was selected as the GOLD winner;
Prior to the awards evening, much earlier in the year we made the decision to enter for Best Outsourcing Partnership for our work with Royal Mail. Nominations were invited from organisations who have a great partnership with their outsourcing partner and can demonstrate results that show how the customer and employee is benefiting from the partnership. With our 10-year partnership, some amazing results and a brilliant story to tell – our Royal Mail work seemed the perfect choice.
We submitted an initial award entry, and were shortlisted to present to a panel of independent judges.
The ECCCSA is highly regarded for the integrity and credibility of the judging process, with high calibre judges that are handpicked for their experience and knowledge. The judges are there to recognise organisations that are leading the way in delivering exceptional service to customers. It’s a tough process, where you are up against the clock to bring to life why your agency/client partnership is award worthy – but the team did an amazing job on the day
About CPM’s Contact Centres.
We offer an international contact centre delivering inbound and outbound customer experience and sales solutions on an EMEA-wide basis. We specialize in the delivery of omnichannel customer engagement solutions for global clients spanning High Tech, Consumer Electronics, FMCG, Retail and Travel industries and currently cover 22+ languages across 65 markets. We have Contact Centres in Thame, Warrington and Barcelona.
This months Expert Speak comes from Karen Jackson, MD, CPM UK.
At CPM UK, we’re leading the way in sales analytics by combining cutting edge analytics software, machine learning, artificial intelligence and our team of amazing data scientists to deploy the power of predictive analytics through our PREDICT solution.
Even today’s fastest retail analytics teams are gathering data today, analysing it overnight, to drive actions and resource deployment the following day – and they call this dynamic.
We believe that however fast this is – your teams are still being forced to react to historical data… and if you are reacting, you’re missing valuable opportunities and not running a fully optimised team. To be truly optimised and drive the highest returns possible, you need to predict the future. Predictive analytics is nothing new, but with the data that’s now available and the technology that can support in analysing that data – we now have the perfect opportunity to use predictive analytics to drive optimal resource deployment for our clients.
Machine learning is a form of AI that enables our systems to learn from data rather than through explicit programming. However, machine learning is not a fully artificial intelligence-controlled process. Our human experts set the outcome required to solve a business problem and the machine then analyses all variables to create the best hypothesis (and algorithm), and as new data is added the system learns and increases accuracy.
For example, consider what drives sales in stores (outcome), machine learning will look at all variables including consumer density, stock availability and sales data to create a predicted algorithm. As more data is added over time the algorithm adapts and increases in accuracy.
Put simply Artificial Intelligence (AI) is the ability of a machine to simulate human behaviour without
the need for human input. This differs from machine learning by not requiring a human to intervene once set up. The machine thinks like a human by setting the business problem, building the machine learning models and then rolling them out.
This means that AI becomes your ‘analyst’, learning from data and making recommendations that can help to improve activity to grow your sales
With our considerable investment in PREDICT we can now help brands, retailers and any business harness the vast amount of Big Data to hand to create true insight in the form of predictive analytics. If you imagine a world where you can accurately predict when and where your next biggest opportunity (or risk) is going to occur and then deploy the right resource, be it human, digital or phygital to optimise that opportunity, in the most efficient way, then you have imagined CPM’s new predictive analytics and liquid workforce solution. This ground-breaking solution will transform how businesses profitably sell, now and into the future.
Predict is now live and several of our customers are already benefiting from a considerable sales uplift through our integration of Predict with our field sales CRM and analytics solutions we that we have deployed for them today.
To read more about how predictive analytics can drive higher returns, click here
CPM activities in Belgium
CPM and Krea Sales have worked together in Belgium since 2015. After the first year of collaboration Krea Sales purchased 56% of the shares in CPM Belgium and Joeri Perneel has now acquired the remaining 44% of CPM’s shares in the company. Joeri thus acquires 100% of the shares in the company, which will change its name in the coming weeks. Both businesses share several international clients and will continue to collaborate on behalf of those clients, whilst developing their own local market strategies where appropriate.
Creating Synergy to Achieve Sales Growth
This month’s Expert Speak comes from Pierpaolo Bertocco, MD, CPM Italy
The outsourcing of the sales force is more relevant than ever. This sales approach is gaining ground amongst both medium-sized local companies and multi-nationals because of the constant need for cost containment and the need to update their internal organisation with more flexible goals and better performing models in the medium term.
But the question “What can be done with an outsourced sales force?” is still key for each organisation which is facing this sales approach. CPM can offer a simple but strongly effective answer: “Exactly the same as you do with an in-house field force, but with a better control on goals, focus and ROI.” Essentially, outsourcing the sales force means we define, manage and monitor a direct relationship between costs and results. But if we want to go more in depth, the competitive advantage of the CPM sales outsourcing approach can be summarised in three key pillars. First, the greater focus on sales goals and results. Second, the possibility of creating a strategic mix of human resources engaged directly and those outsourced, thereby ensuring greater flexibility in the size of the sales force and consequently an optimised return on investment. And lastly, an unquestionable advantage in terms of costs and results, plus greater flexibility in the management of the budget.
In this article we would like to feature a sterling example of how a strategic sales plan based on the synergic co-work of field force and telesales resource can lead to a sustainable sales growth.
When DKV, the European provider of a wide range of services aimed to help transportation and fleet companies, felt the need to activate new customers and promote new services within small & medium businesses in the Italian market, they made contact with us here at CPM Italy.
After setting sales targets, we defined a dedicated field specialists team, focused on improving DKV Fuel Card sales through phone contacts and appointments with fleet managers. The results achieved in terms of sales growth and ROI convinced DKV of CPM’s outsourced field sales force solution. Thus, we were appointed for an even more challenging project which aimed to deliver a brand-new sales approach based on a synergic team working between a focused telesales team and a strongly skilled field sales force team.
The final outcome of the roles became the opposite: the telesales team supporting the field sales force team in closing the deal meanwhile autonomously appointing new clients, speeding up the process and doubling the new clients acquired.
The result? A huge increase of the number of clients and turnover – with over 35% success rate and 30%+ turnover year on year –, over 66 million euro of annual contracts in less than 5 years and a minimum small drop-out rate which confirm the quality of the clients acquired.
Marco Berardelli, Country General Manager, DKV EURO SERVICE Italia, talking about this encomp
assed sales service project stated: “Outsourcing a part of the sales force was a weighted and innovative decision. We have focused on the prospecting activity and we have achieved in a short time, after a first phase of learning of our Services by the new outsourcing sales agency, a considerable increase in contracts signed through a strong motivational drive, high productivity and flexibility of resources and a convinced result orientation. But that’s not all, what most surprised us was the highly professional and proactive attitude of our outsourced sales partner in proposing new innovative sales solutions and communication methods, in order to multiply, with success and in perfect synergy, our sales potential!”
Contact us today for more information
Detail, enabling brand manager to track product ratings online – It’s a popularity contest
Consumer rating is a crucial selling point for brand managers and retailers alike. Faced with two equal products, a consumer will likely go for the one with the best rating. At the highest rated store. So how does one achieve a 5-star consumer rating? And how can brand managers keep track of their products ratings? Our online merchandising tool Detail can help, and this article will tell you how.
Put your money where your stars are
Consumer ratings can be used to evaluate a specific product, a retailer or a customer service desk. For a brand manager this can give valuable insights in to how and where to put one’s effort and marketing budget. Say for example that the same product receives different ratings at different retailer websites. Why is that? Is the product marketed differently at the different websites? How does the retailer websites differ from each other? Is it a customer service issue? Detail helps brand managers and product owners to keep track of ratings over time, and at different retailers, in order to effectively boost a brand or product.
Benchmark against competitors
For brand managers and retailers alike, a rating-system is a great way to benchmark against other products and retailers. It gives an instant evaluation of how well you are performing in this very moment. Are the product specifications up to date? You can be sure you’ll find out if they are not. Is the website easy to navigate, can the consumers find the products they are looking for? Expect low consumer ratings if they can’t. Consumer rating is a tool for feedback and evaluation, make sure to use it. Don’t despair over a bad rating; make sure to learn from it in order to get better. Because that is the secret of reaching a 5-star rating – the ability to listen and respond.
How to reach 5-stars
The headline is misleading, there are no secret tricks to getting an instant 5-star rating. That is also why it is so valuable, consumers know that if a store or product has enough ratings, it will be somewhat accurate. But there are steps that you can take in order to increase your chances of hitting the review jackpot. As an online channel manager, you can make sure that your products are visible, searchable and properly listed – in that way making the consumer experience a pleasant one. In a physical store it’s easy to check that your products are correctly displayed, but online it has been harder. Until now, thanks to Detail Online. Detail helps to collect information to evaluate your online presence and product description pages, making it easier to identify improvements in the shopping experience (which leads to better consumer ratings).
An ongoing process
Like concluded above, the only way to become and stay a 5-star retailer is to listen to the consumers. To make continuous improvements and to be consistent in everything that you do. And to put emphasis on proper product display and a smooth shopping experience.
Make sure that your brand and product is visible, has a good share of shelf and is kept in stock. Focus on the details. And reach for the stars.
Good luck with your sales!
Contact us today for more information