For the past two years, Perpetual has had the privilege of partnering with Vita Coco, a global leader in the beverage industry, as they endeavor to build on their rapid growth to scale even further. This collaboration is part of our t3® strategic partnership where Perpetual stands at the ready to tap into a variety of services in support of building and cultivating human-centric, high-performing teams and organizations.
In the case of Vita Coco, the work focused primarily on leadership development and sales organization effectiveness, focusing on the mindset and skills required of leaders to advance organizational ambitions.
For leadership, it was about the habits that leaders should practice on a consistent basis to inspire, motivate, and develop their teams; for the sales organization, it was about leveraging current strengths and instilling a common sales framework across the organization.
Additionally, Perpetual continues to offer support in career development, recognition and reward strategies, performance management, executive search, and executive coaching.
Chief Commercial Officer, Charles Van Es, notes that:
“Perpetual has been a key partner in our global learning and development journey. We are proud of what we have been able to accomplish with their support and know that our team is now more confident and empowered to lead with an even greater impact. »
The Foundation: Establishing a Partnership
Our journey with Vita Coco began with a shared vision to foster a culture of leadership, accountability, and agility.
From the outset, we worked closely with key stakeholders, including Charles Van Es, Madison Wallace, Olivia Wicik, and Amanda Russo, to design a strategy tailored to Vita Coco’s unique needs. Through our T3® framework, we focused on the following areas:
- Leadership Development: Equipping leaders with tools and methodologies, such as the TGROW coaching model and SBI feedback technique, to inspire and lead with clarity and purpose.
- Sales Excellence: Implementing a structured sales process, incorporating persuasive selling techniques, planning frameworks, and end-of-day field training reviews.
- Cultural Alignment: Ensuring that the above solutions were grounded in the culture and values of the organization.
These foundational pillars supported Vita Coco’s long-term vision, anchored by their unwavering dedication to delivering pure, natural hydration and fostering environmental sustainability.
Strategic Interventions and Impact
Leadership Development
The primary focus of this effort has been coaching & feedback. Tools such as TGROW (a goal-oriented coaching framework) and SBI (Situation-Behavior-Impact) feedback models, which have supported leaders in having more effective conversations. Leaders at Vita Coco now have additional tools to support them in effectively:
Sales Training Excellence
Sales training helped elevate how Vita Coco’s teams’ approach customer interactions. Perpetual worked with the organization to refine persuasive selling techniques, embed call preparation strategies, and improve negotiation skills.
The training extended beyond basic techniques to equip sales teams with:
- Consistent approach to communicating about products and their benefits, designed to maximize customer interest
- Tailoring to the personal style and professional needs of each customer
- Structured processes aimed at ensuring consistency and excellence across their sales organization
Vita Coco has come a long way with very knowledgeable and passionate people who take the brand’s success personally. The additive elements listed above allowed the sales organization to learn from best practices within this very strong team and ensure they became part of the sales operating standard.
Establishing a Governance Model
Vita Coco’s leadership played an active role in leading by example, undergoing the same training as their field teams. A ‘sales excellence committee’ validated all content, ensuring governance and consistency as the ideas were rolled out across their 150+ sales professionals. This collaborative approach fostered cohesion and accountability across teams.
Feedback and Iterative Improvements
As part of regularly scheduled account management “check-ins” Perpetual and Vita Coco adapted the offerings based on inputs from top leadership and the delegates themselves. One example of this manifested itself in the offering of “Leading @ Vita Coco” adapted for the UK and APAC audiences, ensuring a fit with their cultural and operating context.
Key Achievements and Reflections
Over the past two years, our partnership with Vita Coco has delivered tangible results, including:
- Stronger leadership capabilities across the organization
- More effective sales team through improved processes and targeted training
Looking Ahead
As we move into the next phase of our partnership, we remain committed to supporting Vita Coco in its journey toward sustained excellence. The focus will certainly evolve to build on the foundational capabilities already established.
With their sights set on continued growth, Vita Coco has demonstrated a willingness to embrace change, challenge conventions, and lead with vision. We are grateful to support such a successful and ambitious organization.
Perpetual’s expert perspective
At Perpetual, we believe that true transformation happens when organizations align their strategy with their people, processes, and culture. Our collaboration with Vita Coco exemplifies this philosophy, demonstrating the value of a holistic approach to organizational development. As Vita Coco continues to innovate, redefine the beverage industry, and expand their impact globally, we are proud to be their partner in success. Here’s to many more years of growth, collaboration, and transformation.
« As a strategic partner, Perpetual goes beyond day-to-day services.
We take the time to understand our clients’ culture, values, and strategy. For example, with Vita Coco, our team spent time with their salespeople and customers to truly understand why they’re successful and what’s needed for future growth. Unlike most consultancies, our focus isn’t on billable hours, but on achieving outcomes that make a real difference. We use tools like our t3® diagnostic to get a clear, data-driven view of the organizational culture and provide actionable insights that lead to measurable results. »
– Duke Maines, Partner at Perpetual
