Bringing on a New Brand: Key Considerations for Your Go-To-Market Team
Introducing a new brand can be a significant challenge for your Go-To-Market team, often something they experience only once or twice in their careers. Even if the brand falls within the same category and shares the same route to consumer as your existing portfolio, the process can be substantial and time-consuming for your sales teams to fully integrate.
Here are just some of the critical areas that need to be considered and absorbed by the sales force:
1. Sales Priority: Where does the new brand, pack, and associated activities fit within my existing commercial priorities?
2. Additional Selling Time: How much extra time will the sales team need to administer and develop sales for the new brand? Will this necessitate changes in territory or routes?
3. Commercial Team and Cost Synergies: Does the brand come with its own commercial team, and what cost synergies are expected?
4. Training Time: How many days or hours will my existing resources need to be away from customer-facing roles to learn the new product?
5. Systems and Data: Are the new products correctly set up in CRM and ERP systems?
6. Customer Communication: Have I communicated the change to my customers and distributors, and updated their systems accordingly?
The process of onboarding a new brand, updating operations, and embedding the new commercial reality is more complex than it may initially seem. At Sales Capability Forensics, we can support you through this process by providing experienced short-term resources. We ensure your sales teams are updated, aligned, and executing with maximum efficiency and effectiveness, helping you realize the full value of your new brand.