Commercial Capabilities

Defining your customers value

Commercial Capabilities

Creating a Capability Framework

A major part of what makes your business unique are its capabilities.  They define your customers’ value and they distinguish you from your competitive set. If you are able to offer something that is unique, your customers will choose you over your competitive set.

A capability framework is an important tool for a high performing company:

  • It sets the tone and a common language for describing key attributes of a function
  • It allows you to focus your efforts on the areas that really matter to your customers
  • It is part of creating a sustainable competitive advantage
  • It allows you to identify key areas and create a plan that enables you to develop expertise in these areas.

The effectiveness of a team grows where there is an understanding of the criteria under which they perform, and where the overall team and support structure is aligned.

People red

Creating a set of capabilities

Big River Solutions has extensive expertise creating capability frameworks in Shopper Marketing, Category Development and Trade Marketing. Our approach is pragmatic and practical, taking a holistic view of the needs of the organisation, the resources available and the desired future state of the organisation.

Where there is no existing framework in place, we will create one that includes technical and professional know-how, personal competencies and behavioural skills.

If there is an existing model, it will be reviewed, refined and improved.

Whichever route we follow, the outcome is the same – a robust framework.

The framework will comprise a diagnostic tool that identifies the key area of expertise with supporting evidential statements for three levels – good, better, best. It will include an area where the evidence seen supports the findings and incorporate a summary sheet with visual representation of those findings.

Processes and practices Red

Assessing organisation capabilities

Once the framework is agreed and if the client requires, we will carry out an assessment and visit the market/Business Unit/client for whom the framework is set. We would also interview employees who are part of the team as well as a broader set of internal clients. We will take away and review materials that are currently in use/being produced and assess any available tools, data and software provision, and practices. The framework will be populated and a suggested roadmap good to great will be created.

Next, the roadmap and findings will be presented to the client or we run a workshop to share the findings and roadmap. As part of either of these sessions, a specific plan can be created that identifies actions, owner, timescale, and dependencies.

As with everything, if more effort is required in some areas, less effort will be required in others and there will be some post assessment work required to prioritise.

The outcome

An identified set of capabilities and a roadmap for improvement, has clear benefits and is a way to grow  business performance and create a high performing department.