Route to Market (RtM) Execution in a single market presents one set of challenges. RtM Execution in multiple markets is an altogether different proposition. Why?

Because as a regional or global player, you need consistency of approach with your RTM in multiple markets.

Fortunately there is an approach that works.  It can be summarised in 3 Steps:

1. RtM Playbook development to align the RtM approach across multiple markets.
2. Training of Market RtM Leads.
3. In-Market Execution led by the RtM Leads.

Let’s look at each of these in turn:

1.  RtM Playbook

The key here is to develop the right Playbook.  It is your RtM Playbook that will drive the consistency of approach that you are looking for in your Regional or Global Programme.

One problem is that ‘Head Office Programmes’ are often viewed with some scepticism by Operating Companies in Markets (OpCos).  They can see them as interference by people who don’t really understand the local challenges in their markets.

To overcome this, your RTM Programme should be ‘sold’ on the basis of what matters to the OPCos.

To ‘sell’ your programme, think about what your internal customers in the OpCos need.  You will succeed if your RtM Playbook addresses the following explicitly:

• Sales & Market Share Increases. What methodology, tools and advice is there in the Playbook to achieve this?
• Margin Increase. How can you help your OpCos increase their gross margins? The secret here is to carefully analyse the value chain and total cost to serve.
• Distribution Coverage. Your Playbook should provide practical Tools that can help your OpCos reach more sales outlets. The key metrics here are numeric and weighted distribution.

If your RtM Playbook addresses these issues, you are well on the way to a successful Programme.

2. Training of RtM Leads

Now you need to spread the word.  The best way to do this is to nominate OpCo Market Leads who will be responsible for rolling out the programme in their respective markets.

Now the OpCo Leads need to be trained.  There are several ways to do this. At Enchange, we normally conduct Workshops to train the OpCo Leads in the use and deployment of the Playbook.  The format of the training sessions are a Train the Trainer approach.

3. In-Market Execution

Now you have your Playbook as a means of a consistent approach.

You have your key execution resource (RtM Leads) who are briefed and trained.

Now is the time to make it happen.  It’s execution time.

The best approach is to test your Playbook and approach in at least one pilot market.  This will take at least one or two months.

In practice you will find that as you start execution, you will learn what works well and what needs to be modified. This is quite normal.

At the end of the pilot(s) you should update your RtM Playbook and approach.

You are now ready for rollout.

In my next article I will expand on the Critical Success Factors to ensure that your Regional and Global RtM projects really work.

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