Page 42 - BD Playbook
P. 42
INTRODUCTION ◆ STRATEGY & PROCESS ◆ SOCIAL SELLING ◆ COMPETITIVE ANALYSIS ◆ MARKETING COLLABORATION ◆ WRAP-UP WRAP-UP
How do we take the lessons from this guide
and utilize them to reach our future goals?
gameplan for the future
ENTERPRISE GOALS 2018
2018 2018 2018
SALES REVENUE CONTRIBUTION
$1B $918MM $40MM
CPG GOALS 2018
2018 2018 2018
SALES REVENUE CONTRIBUTION
$425MM $384MM $25.6MM
MAKE EVERY PLAY COUNT LEVERAGE LEAGUE RESOURCES NURTURE THE FAN BASE
STRENGTHEN OUR ROSTER PLAN TO WIN INCREASE OUR COVERAGE
Haskell maximizes our impact with We can increase success by utilizing As we push for new opportunities, we
Haskell needs more BD players on the Haskell should expect to win, but winning We must showcase our full range of
cohesive team campaigns . Building on more of our assets . In the next year, our can’t forget to connect with the home
field . In order to maintain sales velocity, takes discipline and planning . A 5-10% skills to the complete marketplace, not
CPG’s success at the 2017 Pack Expo and BD Team must better leverage the full crowd, our repeat customers . This process
our BD team will add new members who improvement in historic conversion rates just those with whom we have existing
2018 Unified Wine Symposium, we will resources of our enterprise. Matching starts with an investment in our Large
can be trained and mentored in the Haskell in any division can translate to significant relationships or reference . With a
continue developing more campaigns internal resources with external prospects Account Management Process (LAMP)
BD process, ultimately graduating to full impact in sales, revenue, and contribution. disciplined approach, Haskell can promote
around trade shows, leadership business should result in peer-to-peer validation and an internal mandate to utilize best
capacity for our 2018 initiatives and beyond. Small adjustments to respective strategies our range of our expertise and diversity of
travel, and other planned outreach like the of Haskell capabilities and each prospect’s practices for retaining customers.
BD best practices will also be disseminated are being analyzed on an ongoing basis to markets to prospect customers and market
‘Bourbon Trail’ project within the value as a customer.
to existing Haskell leadership. make sure each step in the BD Lifecycle is verticals not yet tapped.
Beer, Wine & Spirits Division.
running at maximum efficiency.
42 CPG Marketing & Business Development | Training Guide 2018 CPG Marketing & Business Development | Training Guide 2018 43
