Growing Share in the US Glucose
Monitoring Market1
The Situation
Market share for this company had been flat for numerous years. No formal planning process existed in the Division, resulting in both the Marketing and Sales teams being highly reactive to evolving market dynamics. The business model in this industry is a hybrid between that of Consumer and Pharmaceutical companies, and is highly fragmented across 6 different sales channels. Very little communication nor understanding existed between Marketing and Sales, and across the channel teams. We were engaged to help the teams develop strategic marketing and channel plans, and to facilitate improved alignment to a common roadmap.
What We Did
- Designed an integrated Planning Process that created necessary "linkages" between functional groups and created a planning framework, tool kit and templates
- Trained and coached the Marketing Team in identifying critical business issues, developing strategies and objectives, and building tactical plans with quantifiable metrics
- Led 6 Sales Directors and their teams in developing annual channel and account level plans that link to the marketing strategy
- Facilitated alignment across Marketing and Sales at critical points in the planning process
- Led Competitive Contingency Planning to help the team better understand potential competitive risks to their plan, and how to address them more pro-actively
Results
As a result of the Marketing and Channel Plans developed, this client became the fastest growing player in glucose monitoring in terms of market share growth in 2009. Teamwork and collaboration between Marketing and Sales, and across the channels, has yielded significantly improved field level execution.
Service Areas: Growth Strategy, People and Performance, Plan Implementation
1 Project led by Jacqueline at MCG - The Marketplace Capabilities Group
