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IN AN INCREASING UNPREDICTABLE & CHALLENGING

BUSINESS ENVIRONMENT (“NEW NORMAL”),

DELIVERING SUSTAINABLE, PROFITABLE GROWTH

THROUGH GO-TO-MARKET OPTIMIZATION

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TOUGH BUSINESS CLIMATE – THE PERFECT STORM !

MANAGEMENT RESPONSE

Organic growth negligible given slow macro growth

Rapidly changing market dynamics, significant business complexities

Barriers of entry getting lower. Competing product & service not sharply distinctive. “Porousness” of technology, window of differentiation narrowing

Relentless competitors - #s have exploded. Previous partners, now competitors. More capacity

Power shift from Vendor to demanding Partner/Customer

EXTERNAL REALITIES

Risk averse – conservative approach to business

Focus on Cost reductions

Unwilling to Invest

Myopic view of the business

IMPLICATIONS

Un-sustainable approach

Stretched valuations, unhappy shareholders

Increased level of impatience, shorter Leadership tenures

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THE MORE AGGRESSIVE LEADERS EVALUATE 4 APPROACHES TO DRIVE GROWTH

Technology Innovation

Broaden Portfolio

Invest in Brand

GTM Excellence

High R&D costs Long gestation period Low success rate

Requires investment – engineering, sales, marketing Increased complexity Replicable by competitors

Sustaining investment required Lag between spend and impact to business Measuring effectiveness of spend is a challenge

Multiple avenues available - making tough choice points Adopting best in class and time tested practices Operational excellence, immediate results, no added costs

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NUMEROUS RESOURCES & ASSETS THAT CAN BE LEVERAGED MORE EFFECTIVELY – B2C

Commensurate to value add, right metrics, fixed vs variable, smart targets

Sufficient inventory, right mix of product, offer credit to resellers

Alignment of goals, minimize overlap, pushing your products

Tiered support strategy, engagement, strategic account plans

Invest in the right hubs, partners and stores

Product ranging, In-Store presence and positioning, Joint campaigns

Attractive, Engaging, Positioned optimally

Effective messaging, brand consistency, placement

Clear objectives, metrics, smarts targets, performance management

Structure, deployment, smart targets, knowledgeable, incentives, processes

Coverage, productivity, smart targets, handbooks, agency management

BUSINESS LEVERS

4

Channel margins

Working capital

Partner Sales Team

Relationship

Retail footprint

Retail store

Fixtures

Merchandising

Programs & Promotions

Sales Team

Promoters, Merchandisers

OPPORTUNITIES TO IMPROVE ROI

Copyright GTM SOLUTIONS 101

NUMEROUS RESOURCES & ASSETS THAT CAN BE LEVERAGED MORE EFFECTIVELY – B2B

Commensurate to value add, right metrics, fixed vs variable, smart targets

Sufficient inventory, right mix of product, offer credit to resellers

Alignment of goals, minimize overlap, pushing your products & solutions

Tiered support strategy, strategic account plans

Partner Advisory Board, Executive Sponsorship, Business reviews

Presentation decks, cheat sheets, training, special support & incentives

Prospects, Leads, Proposals, Forecasting, Wins and Losses

Submit request, approach, insights, solution, margin management, pitch

Register request, risk assessment, competitive prices, validate end user

Upsell, Cross sell, new category & solutions, attachments, services

ISR team, source prospects, marketing plan, engagement, closure

Structure, deployment, smart targets, knowledgeable, incentives, processes

BUSINESS LEVERS

5

Channel margins

Working capital

Partner Sales Team

Relationship

Engagement

Programs & Tools

Funnel management

Deal management

Special pricing

Farming

Hunting

Sales Team

OPPORTUNITIES TO IMPROVE EXECUTION & GROW

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PLAYBOOKS CREATED FOR 7 GO-TO-MARKET AREAS TO GROW REVENUE & PROFITS

GTM StrategyClear winning aspirations,

where to play and how to win

Distribution

Efficient product flow from the

factory to the end customer

Reseller

Establishing strategic & profitable

relationships to grow SOW

Last 3 Feet

Delighting Consumers and

improving conversions in L3F

GovernanceDriving Business & Operational Excellence

Sales Team

Building the Best Sales Team in the

Industry

Enable step function improvement in results through business excellence

B2B Operations

Delighting Customers through

compelling solutions (work in progress)

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PLAYBOOK PROVIDES THE KEYS TO OPTIMIZE GTM TO GROW REVENUE & PROFITS

Businesses to improve outcomes : Grow Revenue & Profits Achieve sustainable and

predictable results Optimal deployment and

utilization of resources Build stronger Partnerships

and relationships

Tool-kit of best-in-class Solutions delivering a competitive advantage

KNOWLEDGE

KNOWHOW

ENABLES

Comprehensive assessment of strengths, issues & gaps Helps in prioritizing efforts and investments

Explains the best-in-class approach to tackling critical business areas, and achieving desired results effectively

Knowledge on successfully implemented frameworks & concepts

Diagnostic Tools

Process Maps

Methodologies

For easy, quick and consistent execution with the right data fields

Track, measure & manage metrics that matter

Templates

Scorecards

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SCOPE OF EACH PLAYBOOK FOR B2C

Right Channel fit for Products

Distribution models

Selecting & onboarding

Value channel analysis

Strategic Account planning

Compensation model

Portfolio Allocation strategy

Change in Distribution

model

Annual Route-to-Market

review

Reseller landscape

Strategies based on RAD

Recruitment process

Effective On-boarding

Reseller Profiling On-Line Channel

Strategic Account Planning

Compensation Engagement practices

Trade Marketing strategy

Optimize Retail foot-print Tools & Enablers

MerchandisingESF Team of strong Brand

advocates

Promotion excellence

Performance visibility &

accountability

Retail Health check

DISTRIBUTION PLAYBOOK RESELLER PLAYBOOK

LAST 3 FEET OR RETAIL PLAYBOOK

Team architecture

Organization structure

Standard Operating

procedures

Training Inside Sales Rep model

Performance management & measurement

Compensation & Motivation

Operational excellence

Annual Strategy review Budget review Quarterly Biz

planning

NPI process NPI integrationSales plan

aligned with Partners

Monthly biz reviews Weekly Forecast

Environmental scan

Heat in the Market Industry trends

Competitive assessment

Your Organizations

edge

“Play to Win” strategy

Balanced scorecard

SALES TEAM PLAYBOOK BUSINESS GOVERNANCE PLAYBOOK

GTM STRATEGY PLAYBOOK

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WEB-SITE TO PROVIDE AN OVERVIEW ON THE PLAYBOOKhttp:\\mindinmotion.co.playbook

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OVERVIEW OF TOOL-KIT FOR EACH PLAYBOOK

Diagnostics Process Maps Methodology Templates Scorecards

Playbooks

Strategy 1 7 14 14 1

Distribution 1 9 13 17 1

Reseller 1 9 14 7 1

Last 3 Feet – B2C 1 8 16 17 6

B2B operations WORK – IN PROGRESS

Sales Team 1 8 18 16 2

Business Governance 1 8 2 12 3

6 49 77 83 14

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APPLICABILITY OF THE PLAYBOOK ACROSS INDUSTRIESB2C

portfolio Retail Pharma Education Food & Beverage

Hardware B2B Software Services

Playbooks

Strategy

Distribution

Reseller

Last 3 Feet

B2B Ops

Sales Team

Business Governance

Extremely relevant

Partially applicable

Not applicable

B2C portfolio include Electronics, Mobile, Apparel, Cosmetics, Pharmaceuticals, Perishable goods, Computers, Printers, Accessories, etc – goods sold in Hypermarkets, Supermarkets, Mom & Pop stores, Branded stores, etc

Hardware B2B would include IT products, Chemicals, Industrial products, Equipment, Consumables, Life-science products etc – anything where a channel is required to sell the products to the end customer

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THE KEY BENEFITS OF THE PLAYBOOKS TO BUSINESSES

Best in Class

Speed of Execution

Sustainable & Predictable operations

Great ROI

Successfully deployed approaches and methodologies Enhance quality of execution Build a business advantage

No trial and error – execute with precision Prioritize efforts based on a fact based assessment Optimal utilization of resources

Enabled by Templates, Scorecards Grow faster than the Market Improve profitability

Practical, executable solutions Reasonable fees Increase customer loyalty and Employee retention

Revenue > 20% Profits > 30%

Results within 6 months

Improve Forecast accuracy > 10% pts

Revenue & Profit increase multiple

X of Fees

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PLAYBOOK CAN BE LEVERAGED TO ADD VALUE IN THE FOLLOWING WAYS ……….

Identify critical repeatable processes in the business Draft Standard Operating Procedures that serves as a field guide to drive execution excellence

HOLISTIC DEEP DIVE

DRAFT SOPs

BIZ CADENCE TOOL-KIT

Undertake a deep dive into one or more of the following areas: Distribution – RTM model, partner selection, value chain analysis, portfolio optimization Reseller – tiered strategy, strategic account plans, incentive structure, engagement models Last 3 Feet – optimize foot-print, TM strategy, retail audit, ESF management, retail operations Sales Team – structure, productivity, ISR model, training, compensation Governance – NPI process, augment 4Ps alignment, business cadence Strategy – environmental scan, heat map analysis, articulate strategy and align scorecard

Diagnostic analysis to assess execution quality and gaps Identify opportunities to improve business outcomes, and prioritize Provide practical Solutions that will help to increase Revenues and grow Profits

Create a set of standard Templates & Scorecards to enable easy, quick & consistent execution Institutionalize the tool-kit through digitization

Create and deliver Face-to-Face or E-Learning Training for high impact areas where knowledge gaps need to be bridged and skill sets of the Team need to be enhanced

TRAINING

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DIFFERENTIATION OF PLAYBOOK vs TYPICAL SOLUTIONS OFFERED BY CONSULTING INDUSTRY

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STARTS WITH A COMPREHENSIVE DIAGNOSTIC TOOL Assess robustness of current execution Identify business needs - gaps and opportunities Prioritize areas of focus

SOLUTIONS HAVE ALREADY BEEN CREATED THAT MERELY NEEDS TO BE CUSTOMIZED Methodologies and Approaches Processes Templates Scorecards

PRACTICAL AND EASY TO EXECUTE Provide Solutions that have been deployed successfully – enable precision execution No pilot required - save time and costs No additional investments – doing things differently, and doing different things

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