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Nutreco Crm In 1 Day W. Van Der Leest

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Willard van der Leest
Willard van der Leest

Nutreco is a global leader in animal nutrition and fish feed, generating €4.9 billion in revenue annually. The company has over 120 production facilities worldwide and employs approximately 10,000 people across 30 countries. Nutreco recognizes the need for a global CRM strategy to improve sales processes and customer relationships as markets consolidate. An agile implementation approach was used to deploy Microsoft Dynamics CRM across three Nutreco divisions starting in 2010. The rollout focused on establishing sales excellence while future phases aim for commercial excellence and customer efficiency. Challenges remain around defining CRM strategy, change management and training to fully leverage the new system.

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CRM?@?Nutreco? CRM?in?1?Day,?September?15,?2011 1
Nutreco?background?&?figures ? Revenue?in?2010?of?EUR?4.9?billion ? Over?120?production?and?processing?plants?in?30?countries ? Multinational?workforce?of?approximately?10,000?employees? Since?1899 Since?1931 Formation Initial? Animal?Nutrition? Public?Offering &?Fish?feed Since?1937 (1994) (1997) (2004) (2011) Since?1968 Family? Part?of? Private Closer?to?the? Rebalancing? Become? Businesses BP?Nutrition Equity Consumer? for?Growth? Global?Leader (1975) (1997) Since?1954 2 Since?1961
Nutreco:?a?global?player?in?animal?nutrition?and?fish?feed ? Nutreco?ranks?the?top?3?of?the?global?animal?nutrition?industry?in?revenues ? Leading?local?positions?in?compound?feed?industry ? Market?shares?Nutreco:?Canada?23%,?The?Netherlands?13%,?Spain?13% ? Premix?and?feed?specialties?industry?is?more?consolidated ? 4?global?players?with?a?joint?global?market?share?of?about?50% ? Nutreco¡¯s Trouw Nutrition?has?a?global?number?2?position?in?premix?with?a?12%?market? share ? Global?salmon?feed?industry?is?concentrated:?top?3?>90% ? Nutreco¡¯s Skretting?is?the?number?1?salmon?feed?producer?with?36%?market?share ? Leading?position?in?fish?feed?for?other?species?in?developed?markets Nutreco¡¯s?main?brands 3
Customers?&?Business?model? ? Customer?segments:? ? Farmers,?distributor,?integrators?&?retailers ? 4?business?models:? 'Raw?material?supplier' 'Full?range?marketer' ? Strong?focus?on:? 'Consultant' 'Product?specialist' ? Innovations;? ? Order?to?cash?process?(ERP);? ? Service/?after?sales?process?(Manage?a?Farm?applications)? ? Consolidating?markets?and?market?situation?drives?the?need?for? segmentation?and?CRM?strategy 4
CRM?evolution?Nutreco:?3?different?Divisions,?3?different? approaches? BU?Hendrix ? No?clear? Go?live? Blueprint? ¡°SMS¡±? Go?live? strategy?or? local?strategy ©\Central? ? Fragmented? Trouw Nutrition? support,?? or?no?CRM? develop©\ application(s) Pilot? ment and? Strategy?&? Release? ? No?central? Pilot?¡°SMS¡± organisation version? rollout 0.1 1.0 support?or? steering Skretting Migrate?outdated? software? 2008 2009 2010 2011 MS?Dynamics?CRM? Migration?to? standard?for?Nutreco version?2011 5
Part?of?S&M?roadmap:?Global?CRM?solution Internal? External? Customer? focus focus Excellence Culture Best?in?class? in?S&M Company?wide?S&M?processes? (e.g.?Include?marketing,?logistics? Phase?2:? Improve?local? &?service) ¡°Commercial?Excellence¡± sales?processes 2012©\2015 Process ?Increased?customer? efficiency?&?profitability ?Partnership?with?key? accounts Global?sales?approach Standardized? Phase?1:? internal?&? ¡°Sales?Excellence¡± external? 2010?©\2011 platforms Benefits ?Increased?sales?efficiency ?Decreased?costs?by?better?internal? communication Global?sales?language,? Standard?CRM?solution? local?sales?approach with?bottom?up? requirements 6
Sales?Excellence 7
CRM?implementation?planning:? Enter/?Organize?©\>Use©\>Share? Customer? Excellence Culture Best?in?class? in?S&M Commercial? Level?4? Excellence Towards?Customer? 2012©\2015 Excellence? Process Level?3? Implement?Commercial? Excellence? Collaborative?CRM? Sales? Level?2? Excellence Transition phase 2010?©\2011 Implement analytical Benefits CRM Level?1 Implement?basic?solution? Operational?CRM 8
Rollout?approach:?the?agile/¡°menu¡±?approach ? From?initial?demo?to?go?live?with?150?users?<?6?months? ? Inspire?by?implementing?best?practice/?proven?functionality?(Mobility,?? email?marketing)?? 9
Lessons?learned? ? When?top?management?is?not?involved?©\>?don¡¯t?start? ? Find?and?use?the?ambassadors?and?¡°savvy¡±?users ? Need?for?strategy?and?governance ? Think?of?and?describe?change?management?process? ? Start?simple 10
Challenges?&?next?steps? ? (Re)?Define?segmentation?&?CRM?strategy ? Marketing?Automation ? Role?based?training?and?development:?¡°what?is?in?it?for?me¡± ? IT?should?work?? 11
W.?van?der?Leest,?CRM?Program?Manager?Nutreco? Willard.van.der.Leest@nutreco.com http://twitter.com/WillardvdL http://nl.linkedin.com/in/willardvanderleest 12
Appendix:?Animal?nutrition?&?product?range?Nutreco? Basic?FA Macro?minerals Protein Energy e.g.?vitamins e.g.?feed?phosphates e.g.?soya e.g.?grain FA e.g.?health?products Pure/blended?Feed?Additives Global 0.3%* High?concentrate?premix 0.1©\ 5% 1- Premix/Farm?minerals * 10%* Concentrates 5©\ 100% Complete?feed Local * 1% 5% Volume 10% 100% *?Inclusion?rate:?percentage?of?inclusion?in?final?product |?13

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Nutreco Crm In 1 Day W. Van Der Leest

  • 2. Nutreco?background?&?figures ? Revenue?in?2010?of?EUR?4.9?billion ? Over?120?production?and?processing?plants?in?30?countries ? Multinational?workforce?of?approximately?10,000?employees? Since?1899 Since?1931 Formation Initial? Animal?Nutrition? Public?Offering &?Fish?feed Since?1937 (1994) (1997) (2004) (2011) Since?1968 Family? Part?of? Private Closer?to?the? Rebalancing? Become? Businesses BP?Nutrition Equity Consumer? for?Growth? Global?Leader (1975) (1997) Since?1954 2 Since?1961
  • 3. Nutreco:?a?global?player?in?animal?nutrition?and?fish?feed ? Nutreco?ranks?the?top?3?of?the?global?animal?nutrition?industry?in?revenues ? Leading?local?positions?in?compound?feed?industry ? Market?shares?Nutreco:?Canada?23%,?The?Netherlands?13%,?Spain?13% ? Premix?and?feed?specialties?industry?is?more?consolidated ? 4?global?players?with?a?joint?global?market?share?of?about?50% ? Nutreco¡¯s Trouw Nutrition?has?a?global?number?2?position?in?premix?with?a?12%?market? share ? Global?salmon?feed?industry?is?concentrated:?top?3?>90% ? Nutreco¡¯s Skretting?is?the?number?1?salmon?feed?producer?with?36%?market?share ? Leading?position?in?fish?feed?for?other?species?in?developed?markets Nutreco¡¯s?main?brands 3
  • 4. Customers?&?Business?model? ? Customer?segments:? ? Farmers,?distributor,?integrators?&?retailers ? 4?business?models:? 'Raw?material?supplier' 'Full?range?marketer' ? Strong?focus?on:? 'Consultant' 'Product?specialist' ? Innovations;? ? Order?to?cash?process?(ERP);? ? Service/?after?sales?process?(Manage?a?Farm?applications)? ? Consolidating?markets?and?market?situation?drives?the?need?for? segmentation?and?CRM?strategy 4
  • 5. CRM?evolution?Nutreco:?3?different?Divisions,?3?different? approaches? BU?Hendrix ? No?clear? Go?live? Blueprint? ¡°SMS¡±? Go?live? strategy?or? local?strategy ©\Central? ? Fragmented? Trouw Nutrition? support,?? or?no?CRM? develop©\ application(s) Pilot? ment and? Strategy?&? Release? ? No?central? Pilot?¡°SMS¡± organisation version? rollout 0.1 1.0 support?or? steering Skretting Migrate?outdated? software? 2008 2009 2010 2011 MS?Dynamics?CRM? Migration?to? standard?for?Nutreco version?2011 5
  • 6. Part?of?S&M?roadmap:?Global?CRM?solution Internal? External? Customer? focus focus Excellence Culture Best?in?class? in?S&M Company?wide?S&M?processes? (e.g.?Include?marketing,?logistics? Phase?2:? Improve?local? &?service) ¡°Commercial?Excellence¡± sales?processes 2012©\2015 Process ?Increased?customer? efficiency?&?profitability ?Partnership?with?key? accounts Global?sales?approach Standardized? Phase?1:? internal?&? ¡°Sales?Excellence¡± external? 2010?©\2011 platforms Benefits ?Increased?sales?efficiency ?Decreased?costs?by?better?internal? communication Global?sales?language,? Standard?CRM?solution? local?sales?approach with?bottom?up? requirements 6
  • 8. CRM?implementation?planning:? Enter/?Organize?©\>Use©\>Share? Customer? Excellence Culture Best?in?class? in?S&M Commercial? Level?4? Excellence Towards?Customer? 2012©\2015 Excellence? Process Level?3? Implement?Commercial? Excellence? Collaborative?CRM? Sales? Level?2? Excellence Transition phase 2010?©\2011 Implement analytical Benefits CRM Level?1 Implement?basic?solution? Operational?CRM 8
  • 9. Rollout?approach:?the?agile/¡°menu¡±?approach ? From?initial?demo?to?go?live?with?150?users?<?6?months? ? Inspire?by?implementing?best?practice/?proven?functionality?(Mobility,?? email?marketing)?? 9
  • 10. Lessons?learned? ? When?top?management?is?not?involved?©\>?don¡¯t?start? ? Find?and?use?the?ambassadors?and?¡°savvy¡±?users ? Need?for?strategy?and?governance ? Think?of?and?describe?change?management?process? ? Start?simple 10
  • 11. Challenges?&?next?steps? ? (Re)?Define?segmentation?&?CRM?strategy ? Marketing?Automation ? Role?based?training?and?development:?¡°what?is?in?it?for?me¡± ? IT?should?work?? 11
  • 12. W.?van?der?Leest,?CRM?Program?Manager?Nutreco? Willard.van.der.Leest@nutreco.com http://twitter.com/WillardvdL http://nl.linkedin.com/in/willardvanderleest 12
  • 13. Appendix:?Animal?nutrition?&?product?range?Nutreco? Basic?FA Macro?minerals Protein Energy e.g.?vitamins e.g.?feed?phosphates e.g.?soya e.g.?grain FA e.g.?health?products Pure/blended?Feed?Additives Global 0.3%* High?concentrate?premix 0.1©\ 5% 1- Premix/Farm?minerals * 10%* Concentrates 5©\ 100% Complete?feed Local * 1% 5% Volume 10% 100% *?Inclusion?rate:?percentage?of?inclusion?in?final?product |?13