Sales Enablement at
Solvay Specialty
Polymers Vlerick Sales Conference
June 3 2015
A major global
player in
Chemicals with
compelling
strengths Created by Ernest Solvay in 1863,
Solvay is a Global company, with
historical anchorage in Europe,
and headquartered in Brussels.
€10.21bn NET SALES
€1.78bn Adjusted REBITDA
119 MAJOR
INDUSTRIAL SITES
15 MAJOR R&D
CENTERS
26,000 EMPLOYEES
52 COUNTRIES
Our strengths
• 90% of sales in businesses among the top 3 global leaders
• 38% of sales in fast growing markets
• Balanced portfolio of activities
• A culture of sustainability, innovation and operational excellence
Who are we?
COMPANY OVERVIEW
2
Specialty Polymers at a glance
3
4 R&I centers
6 prod. sites
4 R&I centers
2 prod. sites
Aircraft
Healthcare
Automotive
Oil & Gas
Alternative Energy
Membranes
Industrial
Construc- tion
Smart Devices
Electricals &
Electronics
Multiple
end markets
Consumer Goods
7 prod. sites
2 R&I centers
Net
Sales
2014
Business Strengths
0040+ Proprietary Technologies
0350+ Commercial Employees
0450+ RD&T Specialists
1500+ Products
2700+ Employees Worldwide
2900+ Patents in Force
4000+ Customers
COMPANY OVERVIEW
+10%
EBITDA
Transforming two organizations into the NEW
SOLVAY
2011 2013
• Successful friendly
takeover bid for
Rhodia, a French
chemical company New growth strategy based on
Innovation
Operational Excellence
Marketing & Sales Excellence
Expansion in fast growing regions
Efficiency
Effectiveness
• A new, radically
transformed
organization ̶ the
NEW SOLVAY ̶
began a new
chapter in its history
2015
BACKGROUND
4
+ EUR 320 mn
in EBITDA
Commercial Excellence is about one way of
working and leveraging key capabilities
External
Customers
End
users Internal
Customers
Commercial
Excellence
«one way of working »
«leverage key
capabilities»
• Identify, embed best practices & operational levers
• Develop tools and processes to support and
optimize our commercial operations and
capabilities
• Grow profitably our top line
Efficiency Are we doing the
right things?
Effectiveness Are we doing the
things right?
2016
BACKGROUND
5
Benefits at all levels of our
commercial structure
A global CRM system to enhance transparency
throughout the organization and to create one
source of truth
500+ users
worldwide
One global
CRM
system
14
harmonized
processes
Pipeline
visibility
Focus on
Data Quality
One way of
working
10
months
97% usage
rate
Monitor easier progress and focus
their teams on the right developments
Build a «Corporate memory» of all
customer related information
Faster integration of new businesses
and product lines (scalability)
Enable synergies sharing key
information about customers across
different BU’s
Build bottom up approach and
transparency in commercial roadmap
Monitor key performance indicators
company-wide
CRM PROGRAM: WHY?
6
Best-in-class commercial practices are supported
through our CRM (SFDC)
ACHIEVE
EXCELLENCE
• Faster Analysis of
thousands Customer
Product combinations
• More profitable
pricing system
• Daily impact tracking
• Extract more value
from existing
business
• Develop case stories
and best practices
• Create Shared-
learing platform for
Sales Team
• Align objectives and
account strategies
among teams ww
• Increase Account
Management efficiency
with automated
Reports and
Dashboards
Sales Force
Management
Transactional
Pricing
Value Base
Pricing
We developed and brought to innovative tools which accelerate our Commercial
Excellence initiatives and EBITDA targets
Commercial Roadmap
• In detail bottom-up
approach to create a
sound business
forecast has been
developed across the
different functions
and regions
CRM PROGRAM: ENABLEMENT
7
The Transactional Pricing tool allows us to quickly
harmonize our pricing structure within a peer group
TP tool allowed us within 3 weeks
instead of months to:
• Review more than 10.000 Customer
Product Combination (CPC)
• Set suggested margins and prices
• Track actual impact and progress
The Transactional Pricing Tool guarantees that new
target customer prices are properly and timely
implemented
Project duration: 3 months
Implementation: CommEx team and
Salesforce.com team
Benefits
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CRM PROGRAM: ENABLEMENT
8
• Define & reinforce relevant
business processes as a first
milestone
• Use a common methodology-
but assess & adapt critical
differences for each business
• Strong focus on testing before
go-live
• Data analysis, integration and
clean up are essential
• Business/IT hand in hand
during implementation and post
go-live
Main lessons learned…
• Be aware that people should
drive processes and not vice
versa
• Emphasize organizational &
personal gains of the tool
• User-friendliness based on
user feedback
• Management buy-in is crucial
• Embrace process as part of the
organization's culture
• Maintain focus (KPIs)
User perspective Operational perspective
Change Management is Key
CRM PROGRAM CRM PROGRAM: ENABLEMENT
9
• Managers adopt and
regularly use the
system
• CRM is in the agenda of
all sales team meetings
The Success of the CRM program is about Change
Management: People change their behavior only if
4 conditions are fulfilled
A compelling story
“I know what is expected of
me – I agree with it, and it
is meaningful”
Skills required for
change
“I have the skills and
competencies to behave
in the new way”
Reinforcement
mechanisms
“The structures,
processes and
systems reinforce
the change in
behavior I am being
asked to make”
Role-modeling
“I see superiors, peers and
subordinates behaving in
the new way”
I will change my
behavior if…
• CRM single source of
truth
• CRM usage objectives
are reflected in PDCR
• Monitor data quality and
performance metrics to
drive behavior
• Consistent messages
from GBU presidents &
Commercial Leaders in
terms of priority for
CRM program
• Showcase successful
user stories
• Comprehensive
training strategy:
online, classroom,
informal
• Clear support
organization (regional
power users, delegated
system administrators)
CRM PROGRAM: ENABLEMENT
10
Thank you!
Material Safety Data Sheets (MSDS) are available by emailing us or contacting your sales
representative. Always consult the appropriate MSDS before using any of our products.
Neither Solvay Specialty Polymers nor any of its affiliates makes any warranty, express or
implied, including merchantability or fitness for use, or accepts any liability in connection
with this product, related information or its use. Some applications of which Solvay’s
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