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Ping Pong
Commercial Restructuring
Jackson Figueiredo, the Marketing Manager of Aspen Pharma, actively participated in the commercial restructuring of the company when it was acquired by Cellofarm. The executive, who has already been the New Business Manager of GSK and holds MBA in Marketing from FGV, told Top Team details of this kind of process. “First, we must define the goal of this restructuring and which results you intend to achieve; then we must identify the main KPls that will be used as part of the process. Then, it is important to create a communication policy to avoid unnecessary noise. A well-established communication avoids wastage, creates transparency, and allows a better understanding of the goals. Such communication must be constant and last throughout the process.
Dealing with the core of the company
The executive highlights that the restructuring normally involves process changes and personnel dismissal. It is crucial to be sure that those changes are really necessary. “Either way, we are dealing with the core of the company and any recklessness may reduce the expected gain”.
PDCA structure
The marketing manager of Aspen Pharma highlighted that he works with a PDCA structure – planning, development, control and action. “That is, definition of clear goals, efficient execution, control based on KPIs and immediate corrective actions. Through this simple model, I believe we can have the necessary conditions to carry out a restructuring”.
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