Wegrow & Henkel
Discover how Henkel share and reapply marketing and sales best practices to drive faster growth while managing its resources.
Henkel is a leading producer of consumer and industrial goods with a presence in multiple markets worldwide. The company leaders wanted to use that scale to drive faster growth, by identifying local success that could be replicated worldwide.
Unfortunately, the central team had limited visibility into local market activities and there was a lack of motivation for local teams to share their successful campaigns and activations. This resulted in limited scaling of successful campaigns, and outstanding activations staying local, without real global synergies.
Henkel deployed Wegrow to engage local markets to share their best activations on a regular basis. Wegrow’s client success team animated the community of local marketing and sales managers and organized contests between the markets to drive engagement.
Wegrow’s key account manager tracked specific results on global priorities such as marketing campaign efficiency, point of sales material efficiency and e-commerce, and selected the best contribution to showcase to top management.
The implementation of Wegrow helped Henkel at 3 levels : improved organization, more efficient marketing and sales spend, and faster talent recognition.
At the organizational level, silos were broken between markets and functions, with more than 2100 best practices shared within 12 months, with marketing, trademarketing, sales function sharing transparently their successes and failures to learn from.
At the efficiency level, the global team saved time by having immediate access to an organized library of best practices, and the local team can now pick and choose vetted best practices to reuse in their market, resulting in time & budget savings.
At the talent recognition level, central teams now reward monthly the top 5 talents that shared the most successful activations and innovations, driving a much better sense of ‘winning as a team’ between central and local markets.
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By instantly sharing great ideas and best practices, the Wegrow library engages our multinational teams and inspires them beyond belief. The user-friendliness of the tool effortlessly facilitates communication between countries and saves time by quickly accessing a library of relevant and duplicatable practices and ideas.