This multinational manufacturer of high technology protective films for the construction, automotive and domestic appliance sectors is moving from a traditional sales to an integrated key account operating model. FIT4KAM has provided a clear structure to manage global accounts and has had an immediate impact on volumes e.g.+36%, margins e.g. + 5%, and share of wallet e.g. +50%.
Overview
This multinational manufacturer of high technology protective films for the construction, automotive and domestic appliance sectors is moving from a traditional sales to an integrated key account operating model.
The challenge
Novacel has built its reputation on technical excellence and application expertise in the sectors it serves.
The business has operated from strong geographical bases.
The company is moving towards an integrated key account management model that makes the full capabilities of the business available to its increasingly global customer base.
At the same time it is increasingly delivering “product as service” focusing on innovative ESG benefits and working with customers on innovation and supply chain optimisation.
What we did
Identified six strategic accounts ranging from entry stage to mature relationships and covering the globe from the Americas, across EMEA to APAC.
Formed account teams working across geographical and functional silos.
We coached the team leaders and teams as they built account plans and set goals and strategies for each account.
We installed a KAM toolkit and coached the team leaders and teams over six months as they developed relationships and grew the business.
The Results
“This is giving us so much credibility with the customer.
When we can talk about what we are doing with them around the world we are able to get onto their strategic agenda.”
Grew sales to customer by 51% year-on-year although customer only grew their sales by 5%, increasing share of wallet.
Built on strong single country relationship to open up global supply chain process and coordinated international customer visit to HQ. 2022 full year target hit by month 5.
“We are now able to do what our customer has been asking us to do for several years; behave like an international supplier supporting an international customer.”