Magellan is a sales force management and decision support system using commercial data, highlighting action priorities to gain in-store efficiency. This cutting-edge tool, whose employment is just beginning to develop in commerce in mainland France, is offered in Reunion to large-scale distribution suppliers (local importers and manufacturers) by Optimark Indian Ocean.
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I am one of the people who think that the metropolis can draw inspiration from Reunion’s commercial achievements”, declared last month, in Leader Meeting, Rémi Baetslé, president of ORA Groupe, one of the leaders in commercial services outsourcing in mainland France. Matching action to words, Optimark Indian Ocean, subsidiary of ORA Groupe, now places Réunion at the forefront of techniques and methods for improving commercial performance, by offering GMS suppliers management of sales forces using data. Magellan is data processing software, developed by ORA Groupe, coupled with a consultancy service. Tailored support for sales teams wishing to integrate data management into their operations. With this approach, data processing feeds into the processes followed by the sales team, which are kept. With minimal changes, the company benefits from efficiency gains and synergy with other teams that the system allows. If the process of continuous quality improvement through analytical monitoring of indicators (the search for zero defects) has long proven itself in production activities and in many other sectors, its adaptation to commercial professions is much more recent. In a city, there are still few companies using data for commercial purposes. But industrial majors in the CAC 40 are in the process of adopting it, and the method should quickly establish itself as a new standard. Optimark developed it in 2021 and 2022 in four different categories, which allowed him to quickly gain experience. Using it for his own account, Oprtimark offers Magellan to companies with sales teams, either independently, either as part of its offer of outsourced commercial services.
Technology for field work
“It’s a new compass, a sextant which allows you to find the best trading course based on the analysis of trade data. That’s why we called our system Magellan. The applications are multiple and the efficiency gains remarkable”, testify Rémi Baetslé and David Lautier, director of business development at ORA Groupe. Optimal use of this solution requires, as prerequisites, “very good knowledge of the distribution network, very good category expertise and clear and ambitious objectives. » Data management processes and cross-references the mass of commercial data : referencing and implementation of products on the shelves, sales administration data, economic data (Sales and evolution of product sales), data from visit reports, etc. It makes it possible to evaluate the commercial action by a rating (out of 100). Data processing highlights priority actions, which would have taken much more time to be identified by salespeople, which monitor around a hundred indicators.
Putting people back at the heart of commerce
“Management by data and evaluation by rating simplify the reading of data. I compare them to the dashboard of electric vehicles compared to thermal vehicles. They allow you to focus on driving”, judge Rémi Baetslé. Which means more time in the field. “The objective of a salesperson is to surpass himself. With a tool like Magellan, he can concentrate more on his job, the relational. Data processing brings humans back to the heart of commerce. For companies having difficulty recruiting salespeople and retaining sales teams, it’s a real issue”, underlines David Lautier. Another advantage : transparency of information at all hierarchical levels promotes company cohesion. Analytical processing of data provides management with a super dashboard and highlights the synergies to be exploited.
For information on Magellan, your contact : Nathanaël Juricic, DROM Development Director Optimark, such. 06 92 42 52 01 — n.juricic@oragroupe.com
