Tetra Pak: Make it easier than ever to solve customer challenges with CPQ | Bengt Andersson

Summary

The speaker, a Tetra Pak representative, discusses the company's adoption of a CPQ (Configure, Price, Quote) system to streamline their complex product portfolio and sales process. Tetra Pak, a company operating in processing, packaging, and services, shifted focus from product-centric sales to customer-centric solutions by integrating a CPQ system. This enabled global standardization of product information, pricing, and quoting. The system ensures internal and external stakeholders have access to accurate data, enhancing efficiency and customer satisfaction. The speaker emphasizes the importance of data-driven decision-making over traditional relationship-based approaches in today's market.

Takeaways

• 🔧 Tetra Pak operates in three main areas: processing, packaging, and services, ensuring the quality and lifecycle of products.
• 📈 The company faced challenges with product information management as their catalog grew, leading to an information overflow by 2018.
• 🛠️ In 2016, Tetra Pak transitioned from a product catalog to CPQ (Configure, Price, Quote) to enhance efficiency and meet customer needs.
• 👥 Customers are more interested in what they want to produce rather than just the capabilities of equipment, leading Tetra Pak to shift focus on customer requirements.
• 🌍 Tetra Pak needed to harmonize product information globally to ensure consistency, especially as customers compare offerings across regions.
• 🔗 CPQ is used both for external customer configurations and internal product information sharing, driven by the same engine and data.
• 📱 The company introduced a mobile web application that allows internal teams, including sales and engineers, to access real-time, consistent product data on-site.
• 💡 CPQ and CRM are integrated to streamline the entire sales process, from lead generation to final contract, enhancing transparency and collaboration.
• 📊 Harmonizing documentation globally is key for Tetra Pak, including supporting 17 languages and ensuring consistent product specifications.
• 🛠️ The shift towards a data-driven approach, replacing a relationship-based model, is essential for the future of selling complex configurations and solutions.

Q & A

What does CPQ stand for?

CPQ stands for Configure, Price, Quote. It is a system that helps companies manage the complexities of their product offerings and customer requirements.

What is Tetra Pak's role in the food industry?

Tetra Pak operates in the processing and packaging of food, transforming raw materials into ready-to-consume products and ensuring quality throughout the sales process and operation right life cycles of equipment for various customers.

Why did Tetra Pak decide to implement a CPQ solution?

Tetra Pak implemented CPQ due to the rapid growth of their product catalog, which made it difficult to manage and sell products effectively. They needed a solution to streamline the process and ensure consistent communication of product information.

How has the customer's purchasing behavior evolved according to the transcript?

Customers have become more knowledgeable and interested in what they want to produce with their packages rather than just the capabilities of the equipment. They expect consistent information and data to support the products they are buying.

What was the main challenge Tetra Pak faced before implementing CPQ?

Before CPQ, Tetra Pak faced challenges with information overflow and difficulty in tracking their growing product catalog, leading to an inability to deliver a complete product proposition to customers.

How does Tetra Pak use CPQ to meet customer needs?

Tetra Pak uses CPQ to configure products based on customer requirements, such as desired packaging, machine speed, and distribution chain. This approach helps them provide tailored solutions that meet specific customer needs.

What is the significance of having a 'single source of truth' for Tetra Pak?

A 'single source of truth' ensures that Tetra Pak provides consistent and accurate product information globally, regardless of location, which is crucial for their global customers who expect the same information across different regions.

How does Tetra Pak ensure that internal teams have access to the same information as customers?

Tetra Pak ensures internal alignment by using the same CPQ engine for both customer-facing configurations and internal product information, allowing for consistent data and communication across teams.

What is the importance of harmonizing documentation globally for Tetra Pak?

Harmonizing documentation globally ensures that Tetra Pak presents a unified brand image and provides consistent information to customers worldwide, which is essential for building trust and credibility.

How does Tetra Pak approach the sales process with CPQ?

Tetra Pak approaches the sales process in two steps: first, identifying key customer requirements to propose a suitable solution, and second, providing a detailed quotation for a specific operation at the customer site based on the confirmed requirements.

What is the impact of integrating CPQ with CRM on Tetra Pak's sales process?

Integrating CPQ with CRM allows Tetra Pak to have a unified view of the sales process, enabling better management of quotations, deals, and customer expectations, and fostering collaboration between sales, engineering, and other departments.