De’Longhi UK Commercial Reset | Less is More Consulting

CASE STUDY

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THE BRIEF IN BRIEF

To create and deliver a UK Commercial Reset. To include core document delivery , critical business connections / cadence.
To develop and deliver a two-day training event that enabled marketing and commercial to work more collaboratively to develop and execute brilliant commercial plans that drive with retailer’s exceptional market growth.

PROCESS OPTIMISATION

Process simplification through all aspects of innovations and marketing to deliver improved business benefits.

HOW & WHO WE HELPED

We were asked to support a full Reset of the GBI Marketing & Commercial teams on how they need to establish improved collaborative ways of working & mindset shifts in order to deliver a significant revenue ambition. This involved working with a cross functional working group to review and reset commercial performance processes and how through working together they can deliver consistent and visible plans that will enable the teams to develop and execute brilliant commercial plans. We had leads across Category, RGM, Commercial & Insights work with us to develop a new performance cadence & reporting suite and developed plan templates that force a category first approach with greater strategic choices and a simpler more focused approach to account planning investment & activation.

WHO WE HELPED: GB&I Marketing Director & Head of Brand & Category for De’Longhi & GB&I Commercial Director

WHAT WE DID DIFFERENTLY

i. A Category First Growth Mindset across Sales & Marketing. That delivers SIMPLE disruptive execution / comms in market driven by insight led consumer needs & shopper occasions.

ii. Fully connected TTL GB & I Activity Plan with associated activation budgets to go up against competitors to protect and maintain our leadership. Led from Connections Planning & pan agency working and Playbooks for Success

iii. Collaborative Sales & Marketing Planning for budget builds / ongoing forecasts & corrective action. Tailored Category growth stories translated into collaborative JBPs to deliver revenue & execution ambition.

OUTCOMES

A fully trained marketing and commercial team that can become the growth accelerating engine of the business to deliver De’Longhi revenue ambitions.
Developed a simple four pillar strategic approach on how to make this happen internally and externally.
Delivered an internal process and cadence to ensure that there is a timely insight led commercial performance review top down.
Delivered templates for channel and account plans to ensure there is collaborative development and one version of the truth of the plans.

Having worked in our business for a number of months Less is More were able to identify and deliver impartially the suite of tools and training that were required in order for us to step change our performance and commercial plans for 2026.

Less Is More really understood the needs & realities of the commercial team but also developed a process / ways of working that will only enhance our grip on commercial delivery as well as better visibility & collaboration on our plans.

Helen Cutmore

GB&I Marketing Director, De'Longhi.

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