The Rise of the Female Economy in B2B a source of UK competitiveness

Transcription

1 A.T. Kearney in association with the CBI The Rise of the Female Economy in B2B a source of UK competitiveness January 29 th 2014

2 Agenda Introduction Part 1: The six drivers: Why is the female economy important for B2B businesses? Research findings: Where do we stand today? Four enablers: How are companies addressing the female economy? Panel discussion Q&A Part 2: Looking into the future Q&A A.T. Kearney 86/ /5161 2

3 Our panellists Carol Bagnald Regional Commercial Director HSBC Sara Parker Director Member Relations and London CBI Dr. Inna Baigozina-Goreli Partner Co-author The female economy A.T. Kearney Phil Dunne UK Managing Partner Co-author The female economy A.T. Kearney Brian Chapman HR Akzo Nobel A.T. Kearney 86/ /5161 3

4 B2C companies tailor their sales and marketing to women. Is there an opportunity for B2B companies to do the same? Female Economy Female Consumers Integrally linked Women In The Workforce Purchase for the Household Purchase for the Self Women Employees Women Entrepreneurs A.T. Kearney 86/ /5161 4

5 Six drivers have a significant impact on the composition of B2B companies customer base Choice of subjects in higher education by gender (2011/12) Labour force participation % male % female Drivers Education Entrepreneurial activities A.T. Kearney 86/ /5161 5

6 Six drivers have a significant impact on the composition of B2B companies customer base (Cont d.) Inclusion policies Evolution of female managers as percentage of total managers ( ) Positive Drivers Seniority Levels Stable Negative Not an EU member Regulation A.T. Kearney 86/ /5161 6

7 For 6 in 10 B2B companies, female decision makers have always been or are an increasing part of their customer base. How have female decision-makers evolved as a share of your customer base? No change 13.0% Large part has always been female 11.5% Little increase 28.5% Significant change and a large number of our client's decision makers are now women 18.0% Some change, we now see more female decision makers in our customer base 29.0% Source: A.T. Kearney survey of 200 UK companies in B2B and public sector (December 2013) A.T. Kearney 86/ /5161 7

8 Nearly 6 in 10 B2B businesses recognise that a different approach is required to successfully sell to women When selling to female decision makers in the corporate environment, do you believe a different approach is required to reflect that women make decisions differently compared to men? Don t know 12.0% Yes, Definitely 17.0% No, not required 31.0% Maybe 41.0% Source: A.T. Kearney survey of 200 UK companies in B2B and public sector (December 2013) A.T. Kearney 86/ /5161 8

9 Only 2 in 10 companies tailor their approach when marketing and selling to women in B2B Does your company tailor its approach to female business decision-makers? 100% 30% More women on sales team No 78% Yes 22% 26% Change in internal processes 21% Change in negotiation approach 14% Special events for female customers 9% Others (including combination of the above) Approach used Source: A.T. Kearney survey of 200 UK companies in B2B and public sector (December 2013) A.T. Kearney 86/ /5161 9

10 Industries display varying degrees of progress in adapting to the female decision-makers Percentage of respondents in sector Large number of female client decision-makers Use of tailored approach to female decision-makers Plans to do more in future Manufacturing Riding the trend Construction Pushing hard, full speed ahead Pharma and Health Focusing on a different destination, for now Source: A.T. Kearney survey of 200 UK companies in B2B and public sector (December 2013) A.T. Kearney 86/ /

11 Companies taking concrete steps to address the female economy use four building blocks 4 3 Outreach 2 Workforce diversity 1 Tailored sales and delivery approach Leadership commitment A.T. Kearney 86/ /

12 Will British businesses grasp the opportunity and drive towards a commercially competitive, inclusive, postgender economy? Two plausible futures scenarios associated with the development of UK s female economy The FEMALE ECONOMY The PARALLEL ECONOMY The POST-GENDER ECONOMY A.T. Kearney 86/ /

13 A.T. Kearney 86/ /

14 A.T. Kearney is a global team of forward-thinking partners that delivers immediate impact and growing advantage for its clients. We are passionate problem solvers who excel in collaborating across borders to co-create and realize elegantly simple, practical, and sustainable results. Since 1926, we have been trusted advisors on the most mission-critical issues to the world s leading organizations across all major industries and service sectors. A.T. Kearney has 58 offices located in major business centers across 40 countries. Americas Atlanta Bogotá Calgary Chicago Dallas Detroit Houston Mexico City New York San Francisco São Paulo Toronto Washington, D.C. Asia Pacific Bangkok Beijing Hong Kong Jakarta Kuala Lumpur Melbourne Mumbai New Delhi Seoul Shanghai Singapore Sydney Tokyo Europe Amsterdam Berlin Brussels Bucharest Budapest Copenhagen Düsseldorf Frankfurt Helsinki Istanbul Kiev Lisbon Ljubljana London Madrid Milan Moscow Munich Oslo Paris Prague Rome Stockholm Stuttgart Vienna Warsaw Zurich Middle East and Africa Abu Dhabi Dubai Johannesburg Manama Riyadh A.T. Kearney 86/ /