What is CCAT?

• Comprehensive on-line survey to assess key M&S capabilities

− 12 sections (8 capabilities and 4 enablers)

− 170+ practices and outcomes

• All statements are qualified as best practice by a global team of McKinsey M&S experts

• Tested in multiple geographies and sectors

• High-security to protect confidentiality

• 30-40 min on-line survey (with flexibility to adjust the length)

Commercial capabilityassessment tool – CCATCCAT is an easy-to-use tool that allows you to quickly benchmark your Marketing & Sales function versus best practice. It allows you to pinpoint where you stand across 170 practices

Why is CCAT really unique and valuable?

• Best practice - there is a clear comparison of your capabilities against best practices

• Granular insight - it has the ability to spot opportunities across 170+ independent practices

• Culture assessment - it gives a quick assessment of the desired and current cultural characteristics

• Cross check of practices and outcomes - it gives an understanding of the link between practices and outcomes

CCAT – B2B2BC categories

Consumer and shopper insights

Brand / product portfolio strategy and

management

Innovation strategy and execution

Marcom and brand activation (incl. digital)

Pricing, promotions and trade terms

Channel strategy and management

Sales and account management

Sales support / service

Organization design and effectiveness

Talent management

Performance management

Tools and information systems

Commercial capabilities Enablers

Clear comparison against best practice

Output example: overall result

Analytical tools andInformation systems

Performance management

Talent management

Organization design and effectiveness

Sales Support /service

Sales and accountmanagement

Channel strategy and management

Pricing, promotion and trade terms

Marcom and brand activation

Innovation strategyand execution

Brand/product portfolio strategy and management

Consumer and shopperinsights1

2

3

4

5

6

7

8

A

B

C

D

Cap

abili

ties

Enab

lers

PracticesCapability outcomes

Business outcome

Profitability -above market

Growth -above market

MarketLeadership

Practices Outcomes

Sometimes

Always/Often

Never/Seldom

Strongly disagree/disagree

Neutral

Strongly Agree/Agree

When is it most useful?

Our clients have found the tool incredibly valuable in a number of different circumstances

• Starting the dialogue about the current state of your marketing & sales capabilities

• Stimulating new thinking by exploring best practice

• Measuring your capabilities in a fact-based way

• Spotting opportunities to share practices across business units

• Deciding where to make capability investments

• Identifying the underlying drivers of performance problems

If you are interested in CCAT, please contactyour McKinsey team or CCAT team atCCAT@mckinsey.com

How does it work?

The tool gives deeper insight when you get input from a representative sample of M&S practitioners by function, geography, and seniority. There are 4 simple steps to use the tool

Step 1: We tailor the survey to your situation (a short phone call)

Step 2: You send us a list of participants and their details

Step 3: We send a survey link to each participant

Step 4: We schedule a time to debrief on the results

Granular insight at a practice level

Output example – Results per statement

Insi

ght g

ener

atio

n

Seldom/never

Sometimes

Often/always

Seg

men

tatio

n

Strongly disagree/disagree

Neutral

Strongly agree/agree

Consumer and shopper insights are core to business decisions outside of marketing, including product development, packaging, supply chain, customer service, sales model and external relations core processes

We constantly prioritize/deprioritize research focuses based on the needs of the organization

We systematically gather insights from all sources: internal (e.g., representative sample of marketers, sales reps, customer service), shopper (e.g., in-store research), partners (Retailers), consumer (e.g., focus groups), competitors (e.g., portfolio, target segments, pricing,...) and external (e.g., surveys, social media, reports)

Our consumer and shopper insights are used across all levels of the marketing organisation and translated into actionable recommendations for core marketing decision-making (e.g., CRM, pricing)

We regularly review potential new tools & techniques (e.g., neuro-research, additional 3rd party research) to improve our insight generation capabilities

We have a segmentation that incorporates an understanding of different consumer needs, behaviors and socio-demographics

We have a shared, organization-wide vision of our customers and shoppers, and all of our business decisions are guided by this shared view.

We have identified a clear set of priority / target segments that are actionable

We act on our segmentation through various changes to product, price, placement and/or promotion

Distribution of responses Practices OutcomesPractices

Distribution of responsesCapability outcomes

Our consumer and shopper insights and resulting segmentation is a source of distinctive advantage

Because all areas of the business are 'drinking from the same well' of insights we have no inconsistencies in experience or message across touchpoints

Easy-to-use online self-assessment tool