commercial capability assessment tool – ccat
TRANSCRIPT
What is CCAT?
• Comprehensive on-line survey to assess key M&S capabilities
− 12 sections (8 capabilities and 4 enablers)
− 170+ practices and outcomes
• All statements are qualified as best practice by a global team of McKinsey M&S experts
• Tested in multiple geographies and sectors
• High-security to protect confidentiality
• 30-40 min on-line survey (with flexibility to adjust the length)
Commercial capabilityassessment tool – CCATCCAT is an easy-to-use tool that allows you to quickly benchmark your Marketing & Sales function versus best practice. It allows you to pinpoint where you stand across 170 practices
Why is CCAT really unique and valuable?
• Best practice - there is a clear comparison of your capabilities against best practices
• Granular insight - it has the ability to spot opportunities across 170+ independent practices
• Culture assessment - it gives a quick assessment of the desired and current cultural characteristics
• Cross check of practices and outcomes - it gives an understanding of the link between practices and outcomes
CCAT – B2B2BC categories
Consumer and shopper insights
Brand / product portfolio strategy and
management
Innovation strategy and execution
Marcom and brand activation (incl. digital)
Pricing, promotions and trade terms
Channel strategy and management
Sales and account management
Sales support / service
Organization design and effectiveness
Talent management
Performance management
Tools and information systems
Commercial capabilities Enablers
Clear comparison against best practice
Output example: overall result
Analytical tools andInformation systems
Performance management
Talent management
Organization design and effectiveness
Sales Support /service
Sales and accountmanagement
Channel strategy and management
Pricing, promotion and trade terms
Marcom and brand activation
Innovation strategyand execution
Brand/product portfolio strategy and management
Consumer and shopperinsights1
2
3
4
5
6
7
8
A
B
C
D
Cap
abili
ties
Enab
lers
PracticesCapability outcomes
Business outcome
Profitability -above market
Growth -above market
MarketLeadership
Practices Outcomes
Sometimes
Always/Often
Never/Seldom
Strongly disagree/disagree
Neutral
Strongly Agree/Agree
When is it most useful?
Our clients have found the tool incredibly valuable in a number of different circumstances
• Starting the dialogue about the current state of your marketing & sales capabilities
• Stimulating new thinking by exploring best practice
• Measuring your capabilities in a fact-based way
• Spotting opportunities to share practices across business units
• Deciding where to make capability investments
• Identifying the underlying drivers of performance problems
If you are interested in CCAT, please contactyour McKinsey team or CCAT team [email protected]
How does it work?
The tool gives deeper insight when you get input from a representative sample of M&S practitioners by function, geography, and seniority. There are 4 simple steps to use the tool
Step 1: We tailor the survey to your situation (a short phone call)
Step 2: You send us a list of participants and their details
Step 3: We send a survey link to each participant
Step 4: We schedule a time to debrief on the results
Granular insight at a practice level
Output example – Results per statement
Insi
ght g
ener
atio
n
Seldom/never
Sometimes
Often/always
Seg
men
tatio
n
Strongly disagree/disagree
Neutral
Strongly agree/agree
Consumer and shopper insights are core to business decisions outside of marketing, including product development, packaging, supply chain, customer service, sales model and external relations core processes
We constantly prioritize/deprioritize research focuses based on the needs of the organization
We systematically gather insights from all sources: internal (e.g., representative sample of marketers, sales reps, customer service), shopper (e.g., in-store research), partners (Retailers), consumer (e.g., focus groups), competitors (e.g., portfolio, target segments, pricing,...) and external (e.g., surveys, social media, reports)
Our consumer and shopper insights are used across all levels of the marketing organisation and translated into actionable recommendations for core marketing decision-making (e.g., CRM, pricing)
We regularly review potential new tools & techniques (e.g., neuro-research, additional 3rd party research) to improve our insight generation capabilities
We have a segmentation that incorporates an understanding of different consumer needs, behaviors and socio-demographics
We have a shared, organization-wide vision of our customers and shoppers, and all of our business decisions are guided by this shared view.
We have identified a clear set of priority / target segments that are actionable
We act on our segmentation through various changes to product, price, placement and/or promotion
Distribution of responses Practices OutcomesPractices
Distribution of responsesCapability outcomes
Our consumer and shopper insights and resulting segmentation is a source of distinctive advantage
Because all areas of the business are 'drinking from the same well' of insights we have no inconsistencies in experience or message across touchpoints
Easy-to-use online self-assessment tool