At Delta Global, we specialize in helping organizations achieve sustainable growth by aligning strategic goals with innovative change management practices. This case study showcases our collaboration with a Fortune 500 global alcohol manufacturer and distributor to implement a standardized Revenue Growth Management (RGM) approach. Through a comprehensive change management strategy, we addressed inconsistencies across regions and empowered teams to optimize financial performance and profitability. Explore how our tailored approach ensured global alignment and enhanced the company’s capability to drive revenue growth effectively.
Background:
A Fortune 500 global alcohol manufacturer and distributor recognized the need to optimize financial performance across its brand portfolio to drive sustainable growth and enhance profitability. However, the existing approaches were inconsistent across regions, with varying materials and strategies that did not leverage the full potential of RGM.
Business Need:
There was a critical need to standardize RGM practices globally, aligning them with the company’s strategic goals. The company sought to foster a deeper understanding of RGM's levers across its teams and cultivate a commercial mindset that considers all aspects of revenue growth.
Solution:
The company launched a comprehensive change management strategy to support the global standardization of RGM. This strategy included:
Global and Regional Alignment: The company planned to align global and regional teams on a single RGM definition and approach. This alignment was crucial for ensuring consistent application of RGM principles across all markets.
Comprehensive Communications Campaign: A six-week global communications campaign was designed to enhance awareness and understanding of RGM. This campaign utilized various media, including digital posts, videos, eLearning modules, and interactive PDFs, to educate employees on each RGM lever.
Training and Support: Alongside the communications campaign, Delta Global rolled out targeted training sessions to deepen team understanding of RGM tools and strategies. This training was supported by bespoke communication plans tailored to specific audience groups within the organization. Change Management Efforts:
Stakeholder Engagement: Engaging key stakeholders was a priority, with activities planned to onboard key regional and global leaders through alignment sessions.
Discovery and Exploration Phases: Initial phases involved collecting inputs from various regions to establish a unified view of the current state and future expectations for RGM. This was achieved through workshops, interviews, and comprehensive feedback sessions.
Development of a Global Change Plan: Insights gathered during the discovery phase informed the development of a global change plan, which included detailed impact analysis, stakeholder assessment, communication strategies, and training needs.
Ongoing Support and Feedback: Continuous support was planned for regions, particularly APAC, to implement the change management plan effectively. Feedback mechanisms were established to monitor the adoption and effectiveness of the new strategies.
Outcomes:
Enhanced Global Consistency: The initiative led to more consistent and effective application of RGM strategies across all regions, enhancing global operational efficiency.
Improved Financial Performance: By leveraging comprehensive RGM strategies, the company was able to significantly improve profitability and market responsiveness.
Increased Employee Engagement and Capability: The global communications and training efforts increased employee engagement with RGM concepts, enhancing their ability to contribute to the company’s financial goals.
Change Management Efforts:
Discovery and Planning: Initial phases involved deep dives into current processes to identify key pain points and opportunities for enhancement. This phase was crucial for aligning the technology solutions with strategic HR objectives.
Execution and Delivery: The rollout was executed in phases, starting with the smallest region, to mitigate risks and gather insights before a broader deployment. Continuous feedback mechanisms were established to monitor adoption and resolve issues in real-time.
Long-Term Adoption and Enhancement: Post-launch, the focus shifted to ensuring sustainable use of the new system through ongoing support, updates, and training. The change team remained engaged to facilitate this transition and address any emerging challenges.