Leading Alcoholic Beverages Company: Implementing Efficient and Effective Sales Control Systems with Accenture CAS

Based on years of successful collaboration, the company selected Accenture to implement Accenture CAS enterprise resource planning system to help it integrate its sales processes. The solution has enabled the company to develop and sustain a competitive advantage—from planning to retail execution—ensuring low costs and enhanced performance.

The alcoholic beverages company wanted to enhance its sales and marketing processes—integrating processes and information flow from the key account management to individual external sales team members. The company realized the need for a software solution that could display and support all processes between its sales channels.

The company chose Accenture CAS to work on a global integration project, help it drive business value, and capitalize on the most effective sales and marketing initiatives.

We implemented all modules required for efficient and effective sales control systems including:

• Client and item master data module (for which SAP is the leading system), and contact module (for which Accenture CAS has data sovereignty).

• Functions for users in internal sales including an integrated appointment calendar.

• Functions for the key account management including listing program modules and promotions, and a segmentation engine.

Accenture established a customer relationship management (CRM) competence center team, responsible for systems support, internal consulting, software customization and implementation across all subsidiaries.

We also provided intensive training to the client, allowing its team to take on the bulk of the implementation work.

The platform went live to 130 users after seven months. The key account management, and internal and external sales services teams—32 online and 98 offline via laptops—are using the Accenture CAS functions.

The new platform:

• Allows efficient management of customer-facing processes using key performance indicators and offers the company greater scope for development.

• Helps plan promotion budgets, calculate uplift factors and simulate promotions, thereby significantly increasing the predictability of the promotion’s success.

• Provides flexible adaptability options for the company’s CRM competence center.

• Allows sales managers to allocate specific responsibilities to their staff, such as requesting a visit to certain outlets to check whether the goods supplied were as agreed upon or what quantities of the product being promoted have been sold to date.

• Provides all data on listings agreed upon between key account management and trade teams in the annual appraisals to the external sales staff.

Using the segmentation engine in Accenture CAS, the company plans key account management campaigns and promotions right down to the level of individual outlets, and makes a targeted selection of the points of sale.