OPTIMISING DISTRIBUTION

On their quest towards savings and rationalisation potentials, companies have increasingly reached the limit of what can possibly be achieved. Thus, the focus is more and more on utilising market-side potentials and hence on optimising distribution. After all, in order to sustainably improve company performance, realising revenue and income potentials in distribution is essential.

The building blocks of optimising distribution

The sustainable realisation of these potentials requires a holistic and integrated optimisation of the following aspects relevant for distribution:

• The distribution strategy specifies company strategy as regards successfully working the market concerning target customers, potentials, distribution channels, and product and services portfolio.
• Based on the strategic targets, support and procedural standards are defined and the distribution activities and processes are optimised. Distribution resources are used primarily for those customers with the highest potentials.
• At the same time, the necessary CRM and controlling systems have to be developed further, in order to enable the optimum servicing and control of distribution.
• A major prerequisite for successfully implementing all distribution measures is the adaption of the remuneration and incentive system, as well as the implementation of the corresponding personnel development measures.
• Finally, the organisation has to be adapted to the new requirement. Organisational structures are to support customer orientation and enable effectiveness.
  

Your benefit

The holistic Contrast approach of optimising all building blocks of distribution together has a whole number of advantages. It enhances distribution considerably, with rising motivation and willingness to perform, and the customer potentials can be utilised systematically. Additionally, processes that do not add value are reduced and hence resources for customer-relevant activities are created. Finally, transparency is increased and it becomes easier to control the distribution activities. Altogether, distribution performance is significantly improved and thus contributes markedly to productive company growth.