Building a Bolder Legacy The Procurement Mission Is Under Way The call for procurement to create and manage for value is becoming more intense. Will the profession more broadly seize the opportunity? Building a Bolder Legacy: The Procurement Mission Is Under Way 1 Some CPOs have established procurement as a critical source of strategic enterprise value, more can and will. Some CPOs have earned not just a seat at the table but also an integral role in their organization’s leadership narrative, more can and will. Some CPOs have successfully positioned procurement as a preferred career platform for top talent, more can and will. The mission to position procurement boldly is underway. In every industry and in companies of nearly every size, procurement has the potential to perform consistently and produce predictable, usable results, if only the profession will seize the opportunity to do so. While there are stellar examples of procurement organizations setting a strong standard for performance excellence, the gap is wide and growing between these firms and most others in their profession. Closing this gap comes down to clear choices by CPOs and their staffs. The call to create and manage value is becoming more intense as companies continue to search for sources of value (savings and innovation), recognize the competitive gaps in procurement performance, and as zero-based budgeting (ZBB) becomes a more widely embraced management tool.1 Management will either ask what value it gets from procurement (pull), or procurement will proactively advance value management on its own (push) and share its success stories. Strong CPOs will capitalize on their command of this area and partner with CFOs in an effort to establish or sustain world-class procurement. CPOs who fail to establish a well-defined and respected position for themselves and their departments risk becoming note-takers to the primary players in organizations that adopt the ZBB process. Also, as procurement needs talented individuals to rise through its ranks, the best of young talent are millennials—a generation that prefers to join organizations with value-management practices, specifically where there is transparency, accountability, and recognition of their achievements. Procurement faces a transformational period, similar to what other corporate disciplines have faced in the past 30 years. Beginning with manufacturing in the 1980s, and moving on to supply chains, research, engineering, and more recently sales and marketing, the mission for procurement organizations is underway—whether procurement is ready or not. The 2015 ROSMA Performance Check This paper discusses findings and analysis in the 2015 Return on Supply Management Assets (ROSMASM) Study. ROSMA is the performance management standard developed and administered by A.T. Kearney with the Chartered Institute of Procurement & Supply (CIPS) and the Institute for Supply Management (ISM). This year’s findings indicate that now is procurement’s time to become visible, measured, and monitored. How this happens is in procurement’s hands—at least for the moment. For this year’s ROSMA Performance Check, we gathered feedback from hundreds of companies in order to share perspectives on both recent and cumulative benchmarking periods. The insights are powerful: ZBB is an accounting approach that requires all business stakeholders to justify their resources and spending every year, starting from zero or a clean-sheet perspective. 1 Building a Bolder Legacy: The Procurement Mission Is Under Way 1 • Top-quartile performers continue to deliver hard financial benefits in excess of 7.5 times their costs and investment base in procurement. This group slightly improved over the prior reporting year, with most delivering double-digit (10 to 15 times) returns, but still within the range of norms identified since benchmarking began in 2011. These leaders generate about $1.25 million in financial benefits per procurement employee per year. More than 25 percent of their benefits come largely from applying advanced methods to unlock value beyond unit cost reductions (for example, through asset productivity gains, complexity reduction, and clean sheet redesign). This group delivers the best performance across all procurement value drivers, with some of the most efficient operators that have driven their cost-to-serve to well under 50 basis points as a percent of spend. • Middle-tier performers are consistently accretive, with most generating three to five times the investment and costs of their supply management assets, including people and technology. But these mid-tier firms have not materially improved their productivity since tracking began in 2011, and while their performance dropped slightly this reporting year, it remains consistent with historic norms. This group has some visible success with advanced methods, but lags leaders across all drivers and most notably on velocity, yield, and cost. They are less efficient operators. • Among CFOs and the finance community, 50 percent believe that bottom-quartile procurement teams return less than 1.5 times their cost in value. Indeed, CPOs from the bottomquartile teams validate this perspective, reporting dilutive performance results, with financial benefits insufficient to cover their activities. This year, they noticeably lag the middle-tier performers on yield, compliance, and cost. Historically they trail across all drivers versus the other performance segments. These companies do not report any material results from advanced methods and will require radical transformation to close the cost-efficiency gap with middle and top performers. • Performance varies widely across all of procurement’s key value drivers—spend coverage, sourcing program velocity, sourcing project yields and outcomes, compliance rates, and operating costs—regardless of company size, industry, or spend mix. Although organizations with more mature or advanced practices have less variable performance with some of the value drivers, even top performers are missing substantial opportunities for productivity improvement. Procurement remains a function plagued with inconsistent performance in delivering strategic activities. • Also within the CFO and finance community, 71 percent report that procurement lags most or all other functions in terms of the rigor and depth of performance tracking. Only 20 percent report that their procurement organizations have very clearly defined, well understood, and widely respected performance metrics. • Also, 31 percent of CFOs and finance leaders indicate that procurement results that are reported are widely accepted, but 69 percent reveal that their results are sometimes, frequently, or always challenged. Furthermore, only 16 percent say they see at least 70 percent of the contracted savings reported in their financial results, more than 57 percent indicate that they see less than 50 percent of the benefits or have no idea what is realized. • Improving one’s ROSMA performance modestly—say from below average to above average— can increase EBITDA by 4 percent for most organizations. Transformative improvements, moving a bottom-quartile performer to the middle of the pack, or an average performer to the top quartile, can deliver on average more than a 10 percent increase in operating results. Building a Bolder Legacy: The Procurement Mission Is Under Way 2 Metamorphic transitions from bottom performers to the top quartile, although rare (organically), can raise EBITDA 20 to 30 percent. Even today’s top-quartile performers have potential high-impact opportunities, simply by managing what they do more consistently across all value drivers rather than spiking on a few, as is the case for most. Actual performance improvements documented by this year’s ROSMA Performance Check help explain why synergies from procurement after M&A, and a focus on procurement by the internal consulting resources of PE firms, have become routine (see sidebar: The Procurement Performance Improvement Journey). In the inaugural 2014 ROSMA Performance Check, Building the Brand of Procurement and Supply, we advanced the discussion of the need for procurement to embrace value management, adopt the language of finance, and secure a working partnership with the CFO community to drive results together. We shared telling research on procurement performance from the voices of both CPOs and CFOs. The disparate levels of performance reported by procurement and perceived by finance painted a clear picture of a profession that has not yet shaped a consistent or strong brand message. The good news is that some procurement organizations have built high-value brands and we can learn from their accomplishments. As this series of annual updates unfolds, we hope to highlight and celebrate the success stories and, ultimately, to also report that the procurement profession’s brand is strong and getting stronger. In this year’s report, we continue to share updates of the ongoing benchmarking of value delivery in procurement along with our Voice of the CFO and Finance Community research, which was also updated and expanded in 2015. This paper contains validating insights from leading practitioners who share their perspectives on brand building. The Procurement Performance Improvement Journey The TPG Operations Team TPG is a leading global private investment firm with approximately $75 billion of assets under management that includes both investment and operating professionals. Its operations team supports multiple functions and capabilities to help manage and improve the performance of the companies in which TPG invests. As part of the operations team, the TPG procurement team is a global, strategic function that supports all levels of transformation and optimization across TPG’s portfolio companies. Several years ago, the procurement team developed a process to collect key data from the portfolio companies for use in ascertaining the health and performance of their procure-ment functions. The team begins with an assessment to determine both the financial performance and organizational maturity of people, processes, and tech-nology. Financial performance data and selfassessed maturity surveys are collected annually or when a new company is added to the portfolio. Once the baseline is set, TPG and the new company agree on a three-year strategic road map to drive improvements in all areas. Performance of the portfolio companies is continually monitored and managed through leveraged programs, monthly CPO calls, an annual CPO meeting, and performance reviews. The procurement teams track year-over-year performance and monitor their organizational journeys on a matrix that is plotted annually and discussed collectively. The CPOs are able to share best practices for how they have improved their organizational performance. “Ultimately,” explains one CPO, “it’s not about where you are on the matrix, it’s about where you are going and how you get there.” Since launching the process, TPG has seen measurable improvement in traditional procurement key performance indicators, including spend under management, savings delivery, and EBITDA. Perhaps most important, the strategic standing of procurement in TPG’s portfolio companies has taken a strategic step up. Procurement is now considered a vital contributor to delivering sustainable results. Building a Bolder Legacy: The Procurement Mission Is Under Way 3 For those new to the ROSMA discussion, a detailed description of the framework can be found on page 8 of last year’s report, Building the Brand of Procurement and Supply, or explore the framework and topic in detail on any of our websites (CIPS, ISM, and A.T. Kearney). This year’s ROSMA Performance Check research update, includes the following: 2015 Research Insights. Presents current and cumulative ROSMA benchmarks and insights from the companion research, Voice of the CFO and Finance Community. Value Management-Driven Procurement. Illustrations of the impact of applying value management practices to drive procurement performance. Transparency and Recognition. Expectations of millennials and the imperative for enhanced performance management practices. Validating Perspectives. Leadership practitioners share their stories and perspectives from their value management experiences. Appendix. Additional data to support individual study findings. Procurement’s mandate is multi-faceted and about much more than the value management mission. It is about “keeping things running,” sustaining core hygiene activities such as buying, securing innovation from the supply base, and overseeing risk management. But the narrative on value has been growing louder and spreading wider across many forums: Procurement remains a function in search of improved performance, consistency, and more predictable results. Actively embracing the procurement challenge is the only pathway to professional survival. The narrative on value is growing louder… Procurement is a function in search of improved performance, consistency, and more predictable results. 2015 Research Insights We employ two complementary research platforms to provide an objective view on the value created by procurement: 1) ROSMA Performance Check Benchmarking collects the financial performance of procurement as reported by participating CPO organizations, and 2) Voice of the CFO and Finance Community documents the views of CFOs and their finance counterparts regarding the performance of their procurement organizations.2 ROSMA benchmarking has been ongoing since 2009, while the CFO and finance community research began in 2014 and is updated annually. To date, and again this reporting year, there is overwhelming alignment of these two views, which we present later in this paper. First, some background on the two research platforms: ROSMA benchmarking. Cumulatively more than 1,000 companies have started the ROSMA process, which A.T. Kearney first piloted in 2009 with dozens of co-development and concept Views of the CFO and finance community are drawn from contracted independent panel research. 2 Building a Bolder Legacy: The Procurement Mission Is Under Way 4 review clients. We are aware that many others have adopted the framework and we are monitoring their progress independently of the formal benchmarking mechanisms available from CIPS, ISM, and A.T. Kearney. Interestingly, not all surveys once initiated are completed. In a follow-up to learn why, most say it is because they do not track or know the critical performance data required. This implies that the bottom-quartile performance group is actually substantially larger. More than 800 companies have technically completed their benchmarking surveys. However, in a thorough qualification process, submitted data is checked to ensure that it makes sense. If responses are questionable, participants are asked to verify the authenticity and accuracy of the data and are given an opportunity to refine their answers, which are again validated. After the verification step, the data is accepted when it is within stretch ranges that we believe are rational and possible; ranges are based on A.T. Kearney observations from extensive client work and are consistent with other research sources on metrics common to those within the ROSMA framework. Our cumulative database now has more than 520 completed, qualified, and accepted benchmarking surveys. For this report, insights are drawn from 168 completed, qualified, and accepted submissions, accepted since last year’s edition, as well as the cumulative data set providing substantial depth and coverage. The CFO and finance community. Research was conducted in March 2015 by Research Now Inc., an independent market research firm. Research participants were qualified in advance to ensure they have direct responsibility for financial resources and activities, are in a financial management role at the controller/director level or higher, and/or have oversight responsibilities for finance but with a broader senior-level mandate, for example at the CEO, COO, or President level. A total of 226 qualified respondents from Australia, France, Germany, the UK, and the United States participated in the survey. Participants represent companies larger than $500 million, with 42 percent of participants at $10 billion companies and larger. Of the participants, 45 percent are in executive positions (VP, SVP, EVP, CFO, or CXO) and 55 percent are in director and controller positions. The 2015 survey is an extended version of the 2014 survey as it includes some additional questions. The growing CFO and finance community research comprises 384 unique voices and is based on answers to 20 questions. The answers, segmented by procurement performance perceptions, fall into five discreet profiles—from the brand Leaders and Leaners to the Strugglers and Inconsequentials and finally to those that fall into The Pack (see figure 1). Figure 1 Procurement performance as observed by the CFO community Inconsequentials 12% Strugglers 12% The Pack 55% Leaning Up 12% Brand Leaders 9% Source: A.T. Kearney analysis Building a Bolder Legacy: The Procurement Mission Is Under Way 5 From Brand Leaders to Inconsequentials Brand Leaders are procurement teams in excellent shape and position. Their results are validated and widely accepted across the key procurement value drivers (including influenced spend, spend sourced, yield, and compliance), and their finance colleagues see them as having well-defined metrics and performance that extends to leadership thresholds. Finance knows what world-class procurement looks like and believes its procurement team ranks up there with the best and shows it by periodically inviting procurement leaders to financial analyst briefings to share their results. Ninety percent of the finance community is able to specify what portion of the savings secured by procurement is identifiable in their financial results. Procurement has all the right answers on all the key questions (see sidebar: Communicating and Delivering a Stronger Brand). Communicating and Delivering a Stronger Brand Thomas Weill CPO, Campbell Soup Company The Procurement profession has changed significantly in the past few decades. Some changes are welcome, while others have created frustration in our industry. Case in point: Who among us can relate to questioning whether our team’s efforts and results are truly valued? We know that procurement is a complex and often misunderstood art in need of more science. While art is in the eye of the beholder, science deals in facts. To introduce real change in the conversation about procurement, we must embrace more of the science and rethink our engagement practices and storytelling, reviewing them from an “outside in” perspective. I am proud that at Campbell, my team has embraced some of the needed science. We have upped our game on analytics, and embraced value management practices in our approach to spend management. Seeing our work efforts, messaging, and results through the lenses of our finance and business stakeholders has helped us become better partners, deliver better results faster, and improve how we communicate and engage. We have delivered on the promise of supplier-driven innovation— the necessary table stakes of cost reduction—and the intangibles of risk management. Working more collaboratively with our business partners allows us to communicate exactly what procurement is capable of doing, which is well beyond cost cutting. By discussing activities and outcomes in the language and metrics of our executive stakeholders, we have created a more inclusive environment, with greater respect for our work, our team, and procurement’s role in addressing critical business needs. I am convinced that a strong staff with solid capabilities is critical, and will help our stakeholders understand how we add value. But brand-building skills are also necessary and will help our function gain more respect in the marketplace. We should learn to market procurement and manage our function as a brand. Recently I participated in a terrific branding workshop of CPOs. The facilitator challenged us to identify our internal and external “audiences,” the people we must satisfy and build trust. We came up with a list of 30, but then focused on two: a CFO and a Gen Y procurement professional. We made these people “real” by developing their profiles and documenting their biases, concerns, needs, and expectations. And we role played their conversations about procurement. Through this exercise we learned that many of us already have the skills needed to develop and deliver strong messages. We can inspire our talent to do great in procurement, involve stakeholders in the critical mission, and communicate the value of our results. By recrafting the storytelling and discussing our perspectives and results in a language they recognize, we signal a shared understanding of the business needs and priorities of our executive audiences. Communicating great results more effectively will serve the profession well. Imagine stakeholders who understand our value and what we do, and who celebrate our people’s service and contributions. Now, that’s priceless! Building a Bolder Legacy: The Procurement Mission Is Under Way 6 Procurement teams in the Leaning Up segment have built strong reputations and are nearing the prestige levels of the brand Leaders. Together, Leaders and Leaners are well established and viewed favorably by nearly 21 percent of the finance community, a percentage that is substantially higher than reported in 2014. Conversely, Strugglers are perceived to be only marginally more effective than Inconsequentials. Procurement teams that disappoint, are not respected, and in some cases are almost invisible to the CFO and finance community fall into these two segments. Scoring did not go well for them as the finance community does not believe they have accountable leadership. Their performance metrics are unclear or not established, their results are frequently or always challenged, and finance either does not know or reports substandard performance levels on their procurement value drivers. When describing the Strugglers and Inconsequentials, finance either claims it knows what worldclass procurement looks like and that its company does not have it, or wants to know what it looks like and what value it could bring. For this segment, finance either believes that procurement realizes less than 50 percent of the savings that it claims to have contracted and secured, or it just doesn’t know what procurement realizes, if anything at all. The Strugglers and Inconsequentials have established this weak brand position with almost 25 percent of the finance community. Everyone else, or The Pack, is the largest identifiable segment at approximately 55 percent. This segment’s reputation with finance ranges from slightly better than the Strugglers to almost as strong as the Leaners, and everywhere in between. Finance has at least some credible awareness of these procurement teams, on a few critical assessment questions. Yet, while there is less ambiguity about the value that these teams deliver, the dimensions and capture levels are well below those recognized by the Leaders and Leaners. In short, The Pack is in the game but has not yet established a reputation for being strong and consistent performers. The performance scores that CPOs report in the 2015 ROSMA benchmarks are consistent with the finance community’s views (see figure 2).3 The top-quartile ROSMA leaders report performance levels that deliver a minimum ROSMA of 7.5 and an average ROSMA of 12.7, which is slightly higher than last year. The leaders deliver a return of more than 7.5 from procurement activities, which is consistent with the calculus shared by the finance community associated with brand Leaders and Leaners. Likewise, the Figure 2 ROSMASM performance reported by CPOs Bottom quartile ROSMA <1 Middle 50% ROSMA ~4 Top quartile ROSMA >7 Source: A.T. Kearney analysis Reporting took place in the 12-month period from August to August. 3 Building a Bolder Legacy: The Procurement Mission Is Under Way 7 bottom-quartile ROSMA performers report a maximum ROSMA of 1.7 and an average ROSMA of 0.8. These scores confirm that this group is economically dilutive, which mirrors the finance community’s assessment of the Strugglers and Inconsequentials. The middle 50 percent ROSMA segment is adding value, but slightly less than the prior year. All three performance segments are consistent with historical norms (2009 to date). And again, CPOs provide a performance view that independently validates the perceptions of the finance community. Performance variability exists across all industries and is largely independent of a company’s size. To date we have found minor differences in the average ROSMA performance levels by industry and relatively high variances within all sectors (see figure 3). The average standard deviation of ROSMA scores across these sectors is more than 4.0 and the average relative standard deviation is 88 percent. All industries have procurement organizations represented across the performance tiers. Applying the same analytical view to ROSMA Figure 3 Value improvement potential exists in all industries ROSMASM average and std dev by industry 16 Average ROSMA 14 +/– 1 std dev 12 10 8 6 4 2 0 Other Automotive Building materials Financial institutions and insurance Transportation services Food, beverage, and nutrition Chemical, oil, and gas Utilities Financial institutions and banking Industrial equipment Retail High-tech Construction services Telecommunications services Pharmaceuticals –2 Source: A.T. Kearney ROSMASM Benchmarks Database 2011–2015 Building a Bolder Legacy: The Procurement Mission Is Under Way 8 performance by size of company (revenues), the average standard deviation across the tiers (for example, $500 million to $1 billion or $1 billion to $5 billion) is 5.0 and the average relative standard deviation is 95 percent. Although the average ROSMA score by tier size has escalated— from approximately four to six—larger organizations have high performance variability (std dev = 4.7) like all tiers. This variability increases absolute risk, as the higher associated spend levels of larger companies either further magnifies or further leverages the performance-value gap. It is critical for the profession to understand what creates wide-ranging procurement performance, delivers financial results, and bolsters procurement’s reputation with the CFO and finance community. And, we must take these insights one step further by exploring what can be done to secure more consistent and improved outcomes. As noted in last year’s report, we find that maturity (including the breadth and depth of capabilities, processes employed, and management practices) is the strongest indicator of ROSMA performance. Better practices, skills, and manage-ment processes deliver stronger and more consistent outcomes. Procurement organizations that address the following issues are better positioned to deliver results and sustain strong reputations: • What hard, tangible value can procurement deliver to the business? • What spend areas are affected? • What’s the strategy? Why will it improve our position? • What resources and capabilities are needed? • Is there an engagement model and milestones for collaboration between procurement and business partners? • What is the validation and forecasted timing of benefits? How will these impact the budget? • How are we doing, what do we need to adjust, and what’s next? The ability to address these types of issues determines how effectively a company handles the “how” of procurement—what is done, how it is done, and the outcome. The variability at this level of the game drives the variability that we see reported and observed in performance. ROSMA captures performance against the core value drivers shown in figure 4. Figure 4 An array of variables affect ROSMA core value drivers Spend coverage Velocity Category yields • Spend governance • Number and mix of sourcing events • Sourcing processes, methods, and capabilities • Spend visibility • Sourcing project cycle time • Project pipeline management • Sourcing strategies and targets alignment Compliance Additional benefits Period costs Structural investment • Policy • Advanced methods employed • Roles, mix, and rates of people • Technology and process infrastructure • External support • Capability investments • Visibility • Enforcement • Increased scope and agenda (specifications and requirements, balance sheet, business portfolio) • Supplier-enabled innovation Source: A.T. Kearney analysis Building a Bolder Legacy: The Procurement Mission Is Under Way 9 Those results are indicative of how well and consistently procurement executes its game. For example, the quality of delivery and relationships will affect the level of engagement (such as how spend is addressed and how frequently procurement can partner to source). The capabilities, skills, and tools procurement has can affect its projects’ outcomes (including yield and additional benefits). The technology, process, structure, and talent mix that procurement employs affect its visibility, speed, compliance, and functional costs. Clearly, the broad level of play in the procurement profession is responsible for the mixed results delivered. Variability of play is significant. Figure 5 presents the range of relative standard deviations for the key ROSMA value drivers, reflected in the time periods within the benchmark library (2009 to date). We believe that few organizations are actively managing their procurement processes, which is why we observe these results across the profession today. Figure 5 Procurement performance variance by value driver Coefficient of variation (CV) or relative standard deviation (RSD) Overall ROSMASM 90% ~ 95% Spend influenced (%) 34% ~ 37% Velocity (%) 35% ~ 38% Yield (%) 75% ~ 110% Compliance (%) 22% ~ 30% Cost (% of spend) 110% ~ 150% Additional benefits (% of total savings) 100% ~ 400% Notes: Coefficient of variation (CV) is a standardized measure of dispersion of a probability distribution or frequency distribution. Velocity % is the % of influenced spend that was addressed Source: A.T. Kearney analysis Questions and answers from the CFO and finance panel research in figure 6 on page 11 offer further validation of the substantial variability in procurement engagement practices, effectiveness, and results that impact value delivery. There is a vast difference in the level of play between the Inconsequentials and Strugglers and the Leaders and Leaners, which is consistent with the implications reflected in the CPO-reported ROSMA value drivers. When activities and results are measured, behaviors change. Leaders and Leaners may not be fully engaged yet in value management, but they are fully engaged with finance. Figure 7 on page 11 shows how challenged the Inconsequentials and Strugglers are to earn respect, while Leaders and Leaners are either fully engaged in their performance and celebrating the results or engaged objectively on the challenges. Building a Bolder Legacy: The Procurement Mission Is Under Way 10 Figure 6 There is a vast difference in the level of play between the Inconsequentials/Strugglers and the Leaders/Leaners in the eyes of the CFO community Inconsequentials and Strugglers Is the hard savings rate secured by procurement-led and procurement-supported market-tested events tracked? We keep track and validate all savings from all sourcing projects I know only for the events that procurement wants to share Leaders and Leaners 11% 85% 26% 13% I know only for big or high-profile bids 19% I don't know 28% We don't track 15% What percentage of your external spend is actively influenced by your procurement organization directly, or in collaboration, with business partners? By this, we mean more than supporting "buying" or procure-to-pay activities, the procurement team actively develops strategies for and/or with the business teams around categories of spend and supply markets. 1-45% 53% 23% 46-65% 13% 28% 8% 43% I am unaware of the approximate percentage 26% 6% What percentage of the spend that procurement does support is actively sourced or market tested each year? 1-40% 38% 6% 41-50% 13% 17% 51-60% 8% 23% 61-75 2% 15% 66%+ 76%+ What percentage of the “contracted” savings (what you should get to keep and see in your financial performance results) from procurement-driven and supported award decisions are actually realized (i.e., compliance)? 2% 30% I am unaware of the approximate percentage 40% 0-50% 42% 4% 51-60% 9% 26% 61-70% 6% 26% 71-80% 4% 81%+ 9% 15% 26% I am unaware of the percentage 40% 4% Source: Research was conducted for A.T. Kearney by Research Now (an independent market research firm) between March 5-12, 2015 Figure 7 Inconsequentials/Strugglers are challenged to earn respect with the finance community Inconsequentials and Strugglers How would you compare your understanding and tracking of procurement performance (team and individual) relative to other key operating functions? Leaders and Leaners Robust, comparable to the best of other key functions in terms of breadth, depth, and accuracy; great visibility 11% 70% We have some visibility into their activities and how they are doing but it is not at the same depth and does not command the same level of interest as other functions 51% 30% Don't know or not sure 26% Not interested so would not know 11% Source: Research was conducted for A.T. Kearney by Research Now (an independent market research firm) between March 5-12, 2015 Building a Bolder Legacy: The Procurement Mission Is Under Way 11 Value Management-Driven Procurement A CPO-CFO partnership is core to procurement-driven value management, especially when the partnership is characterized by the right tools, visibility, performance reporting, language, and collaborative engagement. A strong CPO and CFO partnership is built on several foundational elements, including access to and ability to leverage the same information, alignment on metrics, and parallel meetings converted into rich three-way conversations—among procurement, business owners, and finance. Such partnerships establish credibility in managing procurement resources more consistently, and go a long way to improve and sustain value-driven performance (see sidebar: BFF: You and the CFO). BFF: You and the CFO Diedra Merriwether Vice President, Finance and CFO Americas, W.W. Grainger, Inc. The head of finance and the head of procurement are two very different roles. The CFO is often a trusted partner and advisor to the CEO, often helping to run the company, advising on strategic transactions, M&A, and shaping the financial narrative. In contrast, the CPO is frequently a member of the team—known as a savvy negotiator and cost cutter, but unfortunately not often in the starting lineup. Having had rich experiences in both finance and procurement, I believe there is an opportunity to establish a more consistent presence and stronger platform for procurement. Procurement done well is more than a frontline battle for improved value from the supply base. An effective procurement team understands the behaviors at play within the organization and also the possibilities in the marketplace—how we work and what we could do. Bringing these insights into decision-making conversations, in the right way and at the right moment, can make or break the level of impact that procurement provides. Choreographing the engagement of the business in partnership with finance is critical to capitalizing on procurement’s hard work. It’s a collaborative partnership that requires time to build, but once working, it changes the game and raises procurement’s stature. If procurement establishes and uses the language of finance— demonstrating a clear appreciation for the drivers of value and the results that affect the accounting scorecard—then the relationship can advance. Once finance observes a shared language and consistent accuracy and provisioning of facts, the CFO community will be more open to learning about the mechanics and challenges of demand management, sourcing, contracting, supplier management, and compliance. Consider the possibilities. A CFO who fully appreciates the procurement governance challenge, of being responsible for outcomes but not accountable or positioned for managing behaviors, is more apt to play a critical role in improving governance. Further, a CFO with a deep understanding of procurement can nudge the businesses to engage procurement earlier and more often. When the sourcing benefits are secured, the CFO can validate the results and recast budgets and forecasts to ensure faster and better benefits realization. Finally, who better than a CFO to help procurement navigate the occasional bumps with the businesses by leaving open the possibility of entertaining new spending or investment decisions, while simultaneously securing the projected procurement benefits. This nuanced role not only boosts procurement’s credibility and performance stature but also allows finance to play an active role in managing demand or quantity—thus bringing clarity to procurement’s primary role in managing supplier quality, risk, and value (price, terms, innovation). Together, the finance-procurement team is better able to facilitate value management with the business. A strong CPO-CFO partnership is built on mutual respect and understanding of the value that each brings to the table. While the CFO is not the only relationship procurement should build, it is a necessary one. In fact, CPOs who build rich relationships with their CFOs are more likely to be in the starting lineup, and an active player in winning the game. Building a Bolder Legacy: The Procurement Mission Is Under Way 12 Finance and the business enable procurement to play a bigger and more strategic role as evidenced by higher levels of spend coverage, yields, savings credibility, and value from additional benefits—all signaling broader engagement and mutual support. We estimate that about 15 percent of companies today have these enabling behaviors and practices in place, with another 10 to 20 percent close behind. We expect this uplift in effective CPO-CFO partnerships to accelerate as more CPOs self-select to adopt value-management practices (push) and as more organizations adopt ZBB (pull). ZBB strengthens procurement performance management by forcing three-way alignment. Line-item spend management is integral to the process, with visibility, variance reporting, and correction planning as primary features. Companies employing ZBB (such as 3G Capital and AB InBev) demonstrate game-changing improvements in shareholder value performance by forcing rigorous alignment on resources and expenses. More than 20 Fortune 500 firms have publicly announced adoption of ZBB this year alone (including ConAgra, Kellogg, Campbell Soup, American Apparel, and Coca-Cola), with many more to come. CPO-CFO partnerships will accelerate as more CPOs adopt value-management practices and as more organizations adopt ZBB. Tony Milikin, CPO, AB InBev, says the beauty of ZBB is its transparency, noting that as finance gets deeper into the weeds there is greater appreciation for the procurement team. “We know the details, the behaviors, the costs, and we bring enormous value to the decisions,” Tony explains. “If we come out of the ZBB process with more clarity around what procurement can affect and where finance and our business partners must take ownership, then we’ve reached a turning point of ‘P*Q’—that is, our procurement team manages price and value (P) and finance provides oversight on demand management (Q). ZBB is an enabler for making a good procurement team great, and exposing a weak procurement team as transactional.” What will be the value impact from a stronger CPO-CFO partnership? How will procurement use this opportunity to also strengthen its relationship with the businesses? Every organization has a unique spend mix and scale. Some high-margin businesses or serviceintensive business models have lower relative levels of external spend, while others may be much higher. Applying ROSMA benchmarked performance levels to three tiers of spend profiles (industries with low, medium, and high levels of spend) allows us to simulate the impact on EBITDA for three improvement pathway scenarios: (1) modest improvement—challenging an organization that has slightly below-average procurement performance to become slightly above average, or a C-/D+ report card becomes a B–/C+; (2) transformational improvement— converting a typical bottom-quartile performer to average player performance; (3) “ok to great” conversion—nurturing an average team to become a top-quartile performer. In each case, high-spend organizations with improved procurement performance will see the biggest jumps in EBITDA. As shown in figure 8 on page 14, a high-spend organization that falls into the modest improvement scenario will see an 11 percent EBITDA improvement compared to Building a Bolder Legacy: The Procurement Mission Is Under Way 13 Figure 8 EBITDA impact from improved value management in procurement ROSMASM performance ladder 4th quartile % change in EBITDA 3rd quartile 2nd quartile Transformative 4%–15% 1st quartile Okay to great 5%–21% Modest 2%–11% Example: modest improvement pathway that EBITDA impacts High-spend organization Medium-spend organization Low-spend organization Spend as % of revenue Example industries Earnings improvement >= 75% Auto; food and beverage 11% 30%> x <75% Various 4% <= 30% Banking; insurance 2% Source: A.T. Kearney analysis a 2 percent improvement for a low-spend organization. Modest improvement scenarios should be routine, as these organizations are expected to have some threshold level of procurement capabilities upon which to build and drive results. By comparison, those in the transformational improvement scenario require near-greenfield capability building to reach average performance. The “ok to great” improvement scenario typically requires bold moves with a build-up of success from applying advanced techniques and strong three-way partnerships (procurement-financebusinesses) in order to activate and deliver advanced methods programs. This scenario often requires onboarding new capabilities and resources. Transformative and ok-to-great programs deliver bigger, more robust EBITDA gains for all three spend profiles. Obviously, sequential programs that move bottom-quartile performers up to the top quartile will deliver blockbuster results that are either achieved organically with time or quickly through consolidations and mergers. While there is significant improvement potential within the existing ROSMA benchmark norms for most organizations, the potential for top-quartile performers is still being defined. For example, it is considered theoretical and unachievable to apply a “ruthless competitor” model, which essentially projects a composite performance profile based on achieving the highest benchmarks across all drivers. However, with discipline, why couldn’t a team deliver the 75th percentile (a C+ academic performance) across all savings drivers (including coverage, velocity, yield, compliance, and additional benefits) and deliver the 50th percentile (middle-of-the-pack) on functional costs? Building a Bolder Legacy: The Procurement Mission Is Under Way 14 Figure 9 Productivity gains for improved consistency of leaders ROSMASM score Bottom 25% The Possible: “Consistently Better Performer”1 Top 25% 12.5 0.8 17.6 ROSMA Invested supply management assets Financial results delivered Spend coverage Velocity Category yields Compliance Additional benefits Period costs Structural investment Top-quartile performer on ROSMA 70.6% 76.2% 7.3% 90.6% of spend is influenced of influenced spend is addressed in year savings compliance $1.29 million 0.3% per procurement FTE2 procurement cost as a % of total spend3 1955% –82.6% Difference between top- and bottom-quartile performers 4.2% 15.9% 53.2% 19.1% 1 “Consistently Better Performer” is developed from the 75% percentile value on each of the financial results drivers and only average on procurement cost as a % of total spend 2 Additional benefits per full-time equivalents for those participants that submitted some additional benefits 3 Amortized costs not collected in AEP 2014 Source: A.T. Kearney ROSMA Benchmarks from the 2014–2015 reports As CPOs embrace value-management practices, we expect variance in the performance of procurement activities to narrow, which will quickly raise the benchmarks. The scenario of a consistently better performer illustrated in figure 9 will become the new normal for the top-quartile performance group—a 40 percent improvement in ROSMA. Sustaining high-performance levels of coverage, velocity, compliance, and functional costs is largely market independent and achievable. We have seen these measured, and know that what gets measured gets done. Category yields vary with marketplace dynamics, but additional benefits from advanced sourcing methods will unleash large gains and, for most, this is new territory. Therefore, we believe that sustained leadership performance is not only possible but has yet to be widely realized. Value management-driven procurement in partnership with rigorous ZBB programs will deliver this new performance threshold (see sidebar: Mobilizing the Profession on page 16). The issue now is how this enhanced platform for procurement leadership will help the profession attract tomorrow’s top talent. Building a Bolder Legacy: The Procurement Mission Is Under Way 15 Mobilizing the Profession Thomas W. Derry CEO, Institute for Supply Management management issues. Our collaborative research is helping us explore the opportunities. David Noble CEO, Chartered Institute for Procurement and Supply ROSMA Performance Check 2015 advanced our benchmarking insights on value from procurement and the companion Voice of the CFO and Finance Community research reaffirmed our opportunity to pursue a bolder mission. While we still have many procurement teams that are not progressing and are struggling to add value, our best continue to excel and advance even further showing what can be achieved. The gap is too visible to ignore and might explain why we are seeing increased turnover among CPOs. Yet, despite this visible gap, together the profession can advance in pursuit of a stronger legacy for the years ahead. If we collectively adopt and embrace value management, build a broader level of awareness of our strategic value, and invest in developing and marketing what procurement is and why it We are confident that this profession has a bright future. The growing interest and popularity of the value-from-procurement topic continues to shape conversations and forums serving the profession. This is not a disruptive force but a welcomed constructive change agent that challenges us all to “raise our game,” both in terms of productivity and results. In fact, this pressure should not be a surprise as the resurgence in M&A, increased market volatility, continued uncertainty in the global economy, and industry disruptors all create significant cost management challenges and opportunities. We must respond to these circumstances while also sustaining our fiduciary oversight to supply chain and supplier risk is important (essentially managing our profession’s and our own team’s brand message), we can attract great talent and deliver better results more consistently. CIPS, ISM, and A.T. Kearney are working with a number of procurement leaders to build a stronger legacy for the profession. We believe that by encouraging the profession on these three planks we can strengthen the position of procurement as a critical source of strategic enterprise value, establish the CPO as a core executive team member integral to the leadership narrative, and position procurement as a preferred career platform for tomorrow’s best talent. We have many opportunities ahead to ensure we collectively create a bright future for the procurement profession. Transparency and Recognition The push of CPOs implementing value-management practices or the pull of ZBB will have the biggest impact on procurement’s ability to attract and retain talent. Generation Y, also known as millennials, is perhaps the most educated generation in history and the most demanding as they have entirely different expectations. Transparency, accountability. Millennials demand transparency. No question about it this is the “no secrets” generation that wants a view into everything going on around them. Value management or ZBB done well provides this transparency. Millennials also expect accountability, which means clarity in expectations, visibility into everyone’s results (not just their own), and repercussions for those not carrying their weight. Millennials also want individual dashboards rather than typical annual reviews. Value management and ZBB are predicated on transparency, and dashboards are integral to these processes working well. Transparency is our bridge to transforming procurement from a little known, back-office career track to a prestigious career platform. Cohesive, mission-based teams. Other elements of success must be addressed with this generation. Millennials like to be part of a cohesive team of mission-based organizations Building a Bolder Legacy: The Procurement Mission Is Under Way 16 working collectively toward shared aspirations. The old procurement ways of working in isolated silos supporting narrowly defined tasks, and the implicit profiles of Inconsequentials and Strugglers, are dead on arrival with this generation. The other profiles may be absent as well, which points to the need for an identifiable mission. Procurement already has this mission if willing to embrace it. For example, in managing a business there are three principle value streams: revenues, people (activities and their costs), and a unique mix of assets and capabilities deployed to create value, often referred to as “everything else.” Procurement and supply management is, or should be, responsible for driving or contributing to everything else—which for most industries comprises a critically important 40 to 70 percent of the business. If procurement leadership takes on its rightful mission—the full challenge of addressing, influencing, and managing everything else more effectively—then we can provide the millennials with a bold and purposeful mission. Gamification: Attracting Generation Y Tony Milikin CPO, AB InBev Talent has been a topic within the procurement profession for as long as I can remember, though mostly a narrative lamenting frustration rather than celebrating abundance. I have always approached talent as if managing a sports team and constantly scouting and recruiting new players. Procurement has a great story to tell so we can attract terrific people. And that’s exactly what we do at AB InBev. What’s new is recognizing what we must do to resonate with millennials. Also known as GenY, their preferred “specifications” for the right place to work and the journey they expect to take with a company are well defined. We look for talent at all levels in all markets, but to highlight GenY expectations, let me share how AB InBev attracts talent from the world’s top business schools (including Darden, MIT, Harvard, INSEAD, LBS, Columbia, Wharton, and Bocconi) to entry point positions in procurement. It’s not just the attractiveness of great beer but more the robust business concepts and culture. First, we have a great opportunity to offer. There are three money flows to manage in a business— revenues, people, and everything else. Procurement is responsible for everything else and in our business this has a game-defining number and scope. These bright young people can learn the business from end-to-end, get executive access and exposure both internally and with suppliers, and have a significant impact on business performance. These talents manage from the epicenter of the company. Also, our culture is performance-driven with targets and a compensation model that reinforce meritocracy. We set stretch—but fair—targets, and we ensure that all team members understand their roles in meeting those targets. We require our team members to think and behave like owners, but compete to become champions. Millennials thrive on gamification. Our model and culture does as well. We give everyone an opportunity to compete, to hone their mastery, to put their achievements on the board, and to be part of a community built on the thrill of the game. We have all the elements of gamification: rules, goals, structured tracking and reporting, real world outcomes (results), and a system to support the visibility and transparency required to foster this competition. The best athletes thrive and prosper within a highly competitive team. We don’t try to ring-fence our talent. In fact, we aspire to have a steady flow of talent through procurement, because in a few years’ time procurement alums are residing throughout the organization helping us build stronger ties with the businesses. Every year, the top procurement performers are invited to our procurement university, which rotates across the top business schools. It’s an intense week that is both a reward and a challenge. The competition to qualify is intense and the peer recognition for those who do qualify is priceless. Not every organization is positioned for gamification, but for those that are, it works. Generation Y has made AB InBev procurement a best athlete competitor. Building a Bolder Legacy: The Procurement Mission Is Under Way 17 Clearly defined career path. Millennials thrive in a learning environment where they are coached and developed, not just managed. They expect a clearly defined career path and to use their experience and opportunities to shape their careers as they advance along this path. Providing a distinct career path may be procurement’s biggest challenge as less than half of CPOs report having talent programs in place and most may lack the coaching skills within their current management ranks to satisfy millennials’ needs. Yet, this challenge may well be addressed by assigning new talent to support current best performers working on advanced sourcing programs. This way, millennials’ strong analytical skills are paired with the best mentors on the most groundbreaking projects (making this a learning mission). “Gamification” and winning the trophy. Also important is addressing the trophy kid phenomenon (see sidebar: Gamification: Attracting Generation Y). Everyone in an organization knows who the best salesperson is, who has the most patents, who runs the best plant, and who is responsible for what product. But seldom does this recognition extend to the best procurement talent. Millennials will not tolerate working in the shadows. Children who were constantly polished, encouraged, and celebrated are now adults who crave challenges and believe by conquering them they win advancement, rewards, and recognition. This generation, despite the need for a shared mission, is energized by “gamification” and a transparent competition and race to win the trophy. Value-management or ZBB practices (such as transparency, scorecards, and data) and accountability can make our millennials visible and provide for what we in procurement have so far failed to achieve: enterprise-wide recognition for delivered results. These practices also can address the bold expectations of the strong, talented people we aspire to attract. To sustain and develop our profession and our respective organizations, we want this promising, emerging generation to help us conquer the “everything else” challenge. Managing the Mission Procurement faces a transformational period, one that will entail advanced value-management practices, stronger CPO-CFO partnerships, and a bolder legacy for the procurement profession. How this happens is in the hands of procurement organizations worldwide. It is procurement’s time to become visible, measured, monitored, and recognized as a partner that brings real value to the table. Authors John Blascovich, partner, New York [email protected] Rosanna Yang, director, Chicago [email protected] Joe Raudabaugh, partner, Chicago [email protected] A.T. Kearney, CIPS, and ISM would like to thank the executives from AB InBev, Campbell Soup Company, TPG, and W.W. Grainger for sharing their perspectives on how they are contributing to “Building a Bolder Legacy” for the procurement profession. Building a Bolder Legacy: The Procurement Mission Is Under Way 18 Appendix The appendix includes additional insights from this year’s ROSMA Performance Check regarding the performance and productivity differences between the bottom, middle, and top performers. We have also included profile information for the cumulative dataset in the ROSMA database and from the CFO and finance community survey. Both show the broad mix of geographies, company sizes, and representatives. Lastly, we appended the four new questions asked in this year’s CFO and finance community survey. Figure A Profile of respondents to the 2015 ROSMA report 70 65% 60 55% $1–$10 billion 46% 50 40 Less than $1 billion Greater than $10 billion 34% 28% 30 17% 20 26% 20% 9% 10 0 Bottom quartile Middle 50 Top quartile Note: Revenue is displayed in US$. Source: A.T. Kearney AEP and ROSMA surveys Figure B Value driver performance profile varies across benchmark groups ROSMA driver averages Bottom 25% Middle 50% Top 25% Overall Spend influence (%) 70.7% 67.2% 70.0% 68.7% Velocity (%) 69.4% 66.5% 78.2% 70.2% Yield (%) 4.7% 6.2% 6.6% 5.9% Compliance (%) 73.5% 88.2% 89.6% 84.9% Benefits (savings + additional benefits) per FTE $0.28 $0.88 $1.25 $0.83 Procurement value driver Note: FTE is full-time equivalent. Source: A.T. Kearney dataset for 2015 ROSMA report Building a Bolder Legacy: The Procurement Mission Is Under Way 19 Figure C Spend per FTE in US$ millions Bottom quartile Middle 50% Top quartile Overall Total spend per FTE $8.1 $12.4 $22.9 $12.2 Spend influenced per FTE $5.5 $9.0 $12.7 $8.3 Spend sourced per FTE $4.1 $5.3 $5.9 $5.1 Note: FTE is full-time equivalent. Source: A.T. Kearney dataset for 2015 ROSMA report Figure D Financial productivity of procurement trend 14 12.7 12.5 11.4 12 10 7.5 8 6 4.5 4 2 0 0.8 0.8 5.1 3.7 5.3 7.6 7.5 5.4 4.1 0.9 Bottom 25% Middle 50% Dataset from 2014 ROSMA report Top 25% ROSMA averages Dataset from 2015 ROSMA report Overall 75% point Cumulative dataset from 2011–2015 Source: A.T. Kearney AEP and ROSMA survey data, 2011–2015 Building a Bolder Legacy: The Procurement Mission Is Under Way 20 Figure E Cumulative ROSMA dataset profile (2011–2015) Region 522 Revenue 522 Greater than $10 billion (22%) EMEA (47%) 114 Americas (35%) 522 Manufacturing (23%) 120 Process industries (34%) 178 Services (35%) 181 Other (8%) 43 246 $1–$10 billion (46%) Asia Pacific (18%) Industries 240 93 183 Less than $1 billion (29%) 153 Unknown (3%) 15 Source: A.T. Kearney AEP and ROSMA survey data, 2011–2015 Figure F CFO and finance community survey respondent profile Cumulative for the two cycles 384 unique individuals 384 ANZ (9%) 36 France (12%) 45 Germany (11%) 43 United Kingdom (24%) United States (43%) 93 167 384 CXOs (23.4%) 90 EVP/EVP/VP (21.9%) 84 Director/ controller (77.9%) 384 More than $10 billion (37.0%) 142 $1 billion to less than $10 billion (45.6%) 175 $500 million to less 67 than $1 billion (17.4%) 67 210 Source: Research was conducted for A.T. Kearney by Research Now (an independent market research firm) in April 2014 and March 2015. Building a Bolder Legacy: The Procurement Mission Is Under Way 21 Figure G This year’s CFO and finance community survey includes four new questions Question Answer options Top-quartile performers provide over $4 in identifiable financial benefits per $1 of costs or 4X ROI Q11b What do you believe is the industry benchmark for top-quartile procurement performance or ROI (annual units or $ of hard financial benefits delivered divided by the total annual costs of the procurement function)? Top-quartile performers provide over $6 in identifiable financial benefits per $1 of costs or 6X ROI Top-quartile performers provide over $8 in identifiable financial benefits per $1 of costs or 8X ROI Less than 4X ROI Not sure or don't know Q11c What do you believe is the industry benchmark for bottom-quartile procurement performance or ROI (annual units or $ of hard financial benefits delivered divided by the total annual costs of the procurement function)? Bottom-quartile performers deliver less than $2 in identifiable financial benefits per $1 of costs or <2X ROI Bottom-quartile performers deliver less than $1.5 in identifiable financial benefits per $1 of costs or <1.5X ROI Bottom-quartile performers deliver less financial value than the cost of their activities resulting in an ROI that is less than 1.0 Not sure or don't know Robust, comparable to the best of other key functions in terms of breadth, depth, and accuracy; great visibility Q11d How would you compare your understanding and tracking of procurement performance (team and individual) relative to other key operating functions? We have some visibility into their activities and how they are doing but it is not at the same depth and does not command the same level of interest as other functions Don't know or not sure Not interested so would not know Has never happened Has occurred, but rarely Q12c If your organization provides investor guidance or public reporting, which statement reflects your perspective on reporting procurement performance? If we had a valuable story to tell we would share something about the success We have routinely shared insights regarding our procurement goals, results, and successes Our procurement lead has routinely briefed our board and occasionally participated in our analyst calls We never considered doing this Note: The 2015 CFO and finance community survey includes 20 total questions. See 2014 ROSMA report titled “Building the Brand of Procurement and Supply” for the remaining 16 questions. Source: Research was conducted for A.T. Kearney by Research Now (an independent market research firm) between March 5-12, 2015 Building a Bolder Legacy: The Procurement Mission Is Under Way 22 About A.T. Kearney A.T. Kearney is a leading global management consulting firm with offices in more than 40 countries. Since 1926, we have been trusted advisors to the world's foremost organizations. A.T. Kearney is a partner-owned firm, committed to helping clients achieve immediate impact and growing advantage on their most mission-critical issues. For more information, visit www.atkearney.com. About the Chartered Institute of Procurement & Supply The Chartered Institute of Procurement & Supply (CIPS) is the world’s largest procurement and supply professional organisation. It is the worldwide centre of excellence on procurement and supply management issues. For more information, please visit: www.cips.org. About the Institute for Supply Management Institute for Supply Management® (ISM®) serves supply management professionals in more than 90 countries. Its 48,000 members around the world manage about $1 trillion in corporate and government supply chain procurement annually. Founded in 1915 as the first supply management institute in the world, ISM is committed to advancing the practice of supply management to drive value and competitive advantage for its members, contributing to a prosperous and sustainable world. ISM leads the profession through the ISM Report On Business®, its highly regarded certification programs and the newly launched ISM Mastery Model.™ For more information, please visit: www.instituteforsupplymanagement.org. For more information, permission to reprint or translate this work, and all other correspondence, please email: [email protected]. © 2015, A.T. Kearney, Inc. All rights reserved.
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