How Globalpraxis is adapting internal structures to multi-country RTM configurations
Expanding across countries requires more than just securing geographical coverage. It demands that companies rethink their route-to-market (RTM) strategies and ensure their internal structures are flexible enough to support the complexity of multi-country operations. Below are key ways organizations can adapt.
1. Align strategy with market realities
Each country has unique market conditions, including consumer behaviors, regulatory frameworks, distribution landscapes, and competitive intensity. Companies must:
- Segment markets not only by size or potential but also by access constraints and cost-to-serve.
- Prioritize investment levels by country cluster (e.g., high-growth priority markets vs. maintenance markets).
- Adapt RTM strategies to fit direct distribution in mature, high-volume markets and hybrid or partner-led routes in smaller or fragmented ones.
This alignment requires corporate-level clarity while leaving room for local adaptations.
2. Decentralize decision-making, centralize governance
Balancing autonomy and control is crucial:
- Decentralized execution: Local teams should be empowered to make decisions on assortment, channel activation, and trade promotions to fit local dynamics.
- Centralized governance: A core RTM office (regional or global) ensures consistency of principles, frameworks, and performance measurement.
- Clear escalation rules: Avoid bottlenecks by defining which decisions remain global/regional and which local.
This dual model enables agility without sacrificing coherence.
3. Build flexible organization structures
Rigid structures fail in multi-country contexts. Best practices include:
- Regional hubs: Organize by clusters of countries with similar market dynamics to reduce duplication.
- Matrix structures: Combine functional expertise (e.g., sales, trade marketing, supply chain) with geographical accountability.
- Capability pods: Cross-functional, mobile teams deployed to accelerate execution in priority markets.
Flexibility ensures that organizations can reallocate resources quickly when opportunities or disruptions arise.
4. Standardize processes, localize execution
Operational efficiency depends on standardization, while market relevance depends on localization:
- Core playbooks: Develop standard RTM blueprints for distributor management, outlet segmentation, and channel programs.
- Localized adaptation: Each market can fine-tune according to retail structure (e.g., traditional trade in Africa vs. e-commerce growth in Asia).
- Digital platforms: Support process harmonization through common CRM (customer relationship management), SFA (sales force automation), and BI (business intelligence) tools, while enabling localized reporting.
This “standardize the how, localize the what” approach ensures both consistency and relevance.
5. Strengthen partner management capabilities
In multi-country RTM, reliance on distributors, wholesalers, and third-party logistics is often higher:
- Distributor scorecards with common KPIs ensure accountability across countries.
- Joint business planning frameworks foster alignment with partners while respecting local specifics.
- Tiered support models help differentiate investment in strategic vs. tactical distributors.
A structured partner approach reduces fragmentation and strengthens long-term relationships.
6. Invest in data and performance visibility
Visibility is the foundation of effective multi-country oversight:
- Unified dashboards: Aggregate performance KPIs across countries for leadership while allowing drill-down for local insights.
- Outlet-level data capture: Standardized definitions of coverage, strike rate, or numeric distribution ensure comparability.
- Predictive analytics: Leverage AI/ML to anticipate shifts in consumer demand or distributor reliability across markets.
Data-driven decisions bridge the gap between central control and local execution.
7. Build global capabilities, develop local talent
People are at the heart of RTM success:
- Global centers of excellence (CoEs) provide expertise in trade terms design, digital tools, and analytics.
- Local talent development ensures contextual knowledge and continuity in execution.
- Rotational programs help build future leaders who understand both global frameworks and local realities.
Balancing global skills with local know-how ensures execution strength everywhere.
8. Enable agile resource allocation
Finally, adaptability requires fluidity of resources:
- Dynamic investment allocation: Shift A&P (advertising & promotion) budgets and trade spend quickly to high-opportunity markets.
- Mobile task forces: Deploy regional experts to resolve execution bottlenecks or accelerate new market launches.
- Scenario planning: Build resilience into RTM plans by modeling alternative configurations under different market conditions.
Conclusion
Adapting internal structures to multi-country RTM configurations is about balancing standardization with flexibility, governance with autonomy, and efficiency with local relevance. Companies that master this balance can scale efficiently while remaining close to consumers and customers in every market they serve.
