Our business priorities (continued)
Excellent Outlet Execution ensures that our brands are
available at the right price and are of the highest quality,
so we win at every point of sale.
CO2 emissions per fridge were 46% less than in 2010,
putting us on track to reach our 2020 commitment.
Transformation through technology
Sales Execution Mobile is used by
1,837 sales reps during 2,500,000
visits to 800,000 unique outlets.
l Sales Academy
xained across 45 countries.
Excellent Outlet Execution
Aligning 23,000+ sales people across 70+ markets through
a common language, consistent assessment and clear KPIs.
Heineken NV. ■RgQgQQIQyltQg^^^l Report of the Financial Sustainability Other
IO Annual Report 2016 Introduction Supervisory Board Statements Review Information
Our global sales force aims to maximise sales
through Excellent Outlet Execution (EOE).
EOE drives the Picture of Success for every
outlet we visit. Through our Sales Execution
Mobile (SEM) tool, our sales representatives
can see how an outlet is performing and
capture the order intent of each one.
SEM increases our effectiveness through
KPI measurement and allows sales people
to spend more time in the market, selling.
With our common Revenue Management
capability, we maximise revenue and
profitability of our volume sold through
disciplined analytics and execution.
Our Global Sales Academy develops and
deploys sales programmes to front-line sales
people, sales managers and key account
managers. It ensures our global sales
community is equipped with the skills and
capabilities to achieve the Picture of Success.