Strategic Insights 18
OWN LUCK IN 2012
The NFL regular season is over.
The team that will win the Super Bowl will do it (odds are) on “positive
turnovers” and better, intra-game adjustments. In the history of the Super
Bowl, the team that has won the positive-turnover metric also won the game 32
out of 35 times.
How does your firm measure
and win on positive turnovers and better real-time adjustments within key
accounts to beat competitors? If you aren’t already measuring and managing these
two factors, then why not start now to get lucky in 2012?
WHO WERE YOUR BIG, SWINGING
ACCOUNTS IN 2011? WHY?
Your 2011 financial profits
averaged out some big swings in net-profit gains and losses amongst top 10%
biggest volume accounts.
When looking at
the annual net-profit totals for customers (margin dollars *less* cost-to-serve
= net profit):
accounts were up and down the most?
What was the
ratio of the bottom 10’s losses divided by the top 10’s gains?
How can you get
that ratio of losses to gains from 100% to 5% (as in case below)?
Using deep-dive analytics
why not determine the swings’ causes and adjust?
How much of the
net-profit change –at each account– was due to marketplace luck variables and/or
Imagine you have
reports that compute (and rank from most positive to most negative) the annual
difference in net-profits for 2010 v. 2011 for: items and suppliers;
customers and sales territories; and for customers within each territory (aka “Delta
ranking reps by annual growth rate in net-profit for the territory tell you?
Who grew their
territory’s net-profit total the most? In what accounts? How much was luck? How
much was skill in creating and seizing opportunities while anticipating and
minimizing bad luck?
Do all sales
reps have the same “return on luck” (ROL) capability? If management visits key
accounts to audit all elements of the existing replenishment relationship and
uncovers improvement opportunities, how does the rep follow through? The
range will be from zero to awesome.
How do you get
your very best Ace Reps assigned to biggest upside accounts being sat on by your
least effective reps?
NFL teams and
quarterbacks have power-rating rankings. Baseball has “slugging average” +
“on-base percentage” = “OPS” (On-base Plus Slugging) for
overall batter effectiveness. Could annual growth rate in net-profits for sales
reps could be as helpful as “OPS” is in the majors?
Answer these questions and
act to get lucky on positive turnovers in 2012.
A DISTRIBUTOR CASE STORY
A distributor of industrial
OEM inputs (call them Very Lucky Now: VLN) started using a Line-Item Profit
Analytics(LIPA) web service from Waypoint Analytics 24 months ago when they had
the “customer profitability whale curve” from hell. (Google Image that phrase; spend
30 minutes researching the slides that pop up!)
In ’09, VLN lost $2.8MM. On
their net-profit ranking report: they made $2.5MM on the top 15% of their net-profit
customers. Thirty-five percent of the customers were breakeven. The bottom 50%
lost ($5.3MM) with the bottom 5% losing ($3.8MM). In July ’10, the company had
profit improvement kick-off day. All employees were put on net-profit teams and
with a net-profit improvement bonus incentive. The overall goals were to:
Find a way to
make every customer profitable starting with transforming the biggest losers.
Not lose any of
the most profitable customers by improving the total service value proposition.
pursue all other net-profit improvement opportunities that LIPA reports revealed.
WHALE CURVE PROGRESS REPORT:
For ’11, with SWAT team
audit work, the #1-most-profitable customer increased net profits from $500K in
’10 to $1.125M! The biggest loser went from a net-profit loss of ($316K) to a
$20K profit with much more profitable volume still to come.
The net-profit increases for
the top 10 accounts at VLN for ’11 over ’10 was $1.618M. The profit decreases
for the bottom 10 was ($80K) or 5% of the top 10 total. How lucky is that?!
HOW WILL YOU GET AND USE
DELTA PBIT REPORTS?
To get a quick vision of
what a comprehensive LIPA solution looks like, I would at least kick the
Waypoint Analytics tires with a web demo to know the gap between what you have
and what’s out there. Then, inquire about attending the LIPA conference in
Phoenix on March 29-30th and/or visiting a power user like VLN.