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Attributes of the t3 framework:
the right stuff

The "right stuff" is about ensuring the right people are in place and ready to deliver. They feel strongly that they are working with a group of people they respect and can get the job done. The foundation of any team are the people who comprise it. The needs of any team go far beyond ensuring they "can do" the job itself (competence) and extend to areas that allow the team, and its individual members, to work effectively together in delivering the desired outcomes.

These include, for example, possessing a growth mindset, allowing people to adapt more effectively to adversity and solve problems that lead to a breakthrough (‘can do’ attitude). Openness to other’s ideas (a true team player), grit and positivity are other examples of traits of people that are important on any team.

Simply put, members of the team "can do, can do".

clarity & alignment

People and teams are clear on what they need to do and why it is important. High-performing team feel strongly that the direction is clear, and line-of-sight exists between their work and that of the teams or organization on the whole.

There is clarity in the vision, mission and objectives of the team and clarity in how such objectives cascade down to each and every member within it.

Clarity is nothing without alignment, at least over the longer-term. People who know what to do can certainly deliver some good results, within their own sphere of influence; however, alignment is vital for sustained execution excellence. Alignment suggests that people are committed to their role and what they need to do to produce good results.

Simply put, members of hte team "know what to do."

empowerment

Empowerment is all about ensuring people have the freedom, support, and tools to deliver on what is expected along with the systems and process to work effectively together.

The nature of the way organizations are designed and the likelihood that most are populated by human beings leads to a natural dysfunction that often is referred to as silo thinking or behavior. Left alone, silo behavior and potentially relational-based conflict WILL arise. This calls for organizations to install a ritual that ensure these are outlined, clarified, and negotiated so that people can work effectively together in driving value for their customers, and the business.

Additionally, we find many teams that have too many priorities that are crippling the team’s effectiveness and/or leading to burnout. Typically, ad hoc demands from the business may be the culprit, and without a priority reconciliation process, frustration emerges.

Simply put, members of the team are "allowed and enabled to".

belonging

Belonging suggests that people fit within your organizational context—they "belong" here and are connected to the organization.

Organizations cannot afford to have disengaged employees—and yet, many in the workforce report being actively disengaged. Others are passively disengagement manifesting in some form of "quiet quitting." This results in lost productivity and an unhappy workplace in general.

While there are many factors that may be at play here, the most important one is a sense of connection people have with their company, a belief that they (the company) are doing the right thing (beyond making money) and that they are operating in a way that is consistent with making a real contribution to society. For newer generations of workers this is of particular importance. It all starts with purpose and values.

Simply put, members of the team "believe it's right to do".

agile execution

Agile Execution is all about how the team works together to adapt to dynamic conditions. It is our belief that no initial plan will survive for very long, placing a burden on the team to pivot consistently in order to deliver upon their strategic outcomes.

In today’s VUCA world, planning is taking on new forms as organizations recognize that within weeks after initiating any plan, it can be rendered, at worst case, useless, or in best case, intentions remain on track but how one gets there changes rapidly. The environment is simply too dynamic to invest months preparing, planning, and budgeting for a reality that may not exist in six months.

In our view, get the strategic intent right, plan on how to get there, and instill agile execution rituals that allow the team to adapt to the realities of executing against the plan.

Simply put, members of the team "will do what it takes with integrity".

togetherness

A sense of togetherness results when the teams do the other five attributes well, leading to sustained high-performance and lots of enjoyment working with fellow colleagues. No matter how remote a team may operate, leaders need to work to secure this sense of "togetherness" and, ideally, bring people together every so often.

In such teams, not only do you have exemplary engagement and behaviors from all constituent members but that final piece of "social glue" -- individuals motivated also by the very company of their team colleagues. This is the zone where intra-relationships are defined by shared levels of high professional respect and, indeed, deep friendships.

Team members bearing this attribute scale even greater heights (sometimes literally!) because not only are they passionate about what they do (as built on all the preceding qualities) but it is this comradeship that sits at the very nexus of this passion. There is no place they would rather be than with the companionship of their comrades and, with this fellowship, a sense of collective invincibility. For such teams, there is a mindset of "anything together".

Simply put, members of the team "build a legacy".

strategy & culture labs

Vita Coco | Sales Development: Perpetual’s Transformative Support

For over a decade, Vita Coco has been redefining the beverage industry, blending health, taste, and sustainability into every drop. Since their inception, Vita Coco has stood as a beacon of authenticity, introducing coconut water to the world in its purest form. Founded in 2004, the company has not only weathered the ever-changing tides of consumer preferences but has also emerged as a leader in the beverage market.

Vita Coco is renowned for their expertise in the coconut water category, offering a range of products that epitomize freshness and vitality. As pioneers in the industry, they have carved a niche for themselves, setting the standard for quality and taste. Beyond coconut water, Vita Coco has expanded its influence into various other beverage categories, consistently innovating and elevating their offerings. With a commitment to delivering pure, natural hydration and an unwavering dedication to environmental sustainability, Vita Coco continues to shape the way we hydrate, making every sip a testament to their passion for healthy living and ecological responsibility

SITUATION

In the realm of dynamic and entrepreneurial organizations, Vita Coco stands tall, flourishing for more than 15 years through sheer passion, boundless energy, and an unparalleled product range. Despite their remarkable success, Vita Coco acknowledged the imperative of refining their sales strategies to meet their audacious objective: doubling their business within the next five years. This endeavor posed a substantial challenge, demanding a fundamental transformation of ingrained habits and routines within their extensive 150+ sales organization. In a bold move, Vita Coco embraced this challenge head-on, recognizing that formal sales training was the key to unlocking their full potential. Their journey reflects not just a commitment to growth, but a testament to their resilience and adaptability in an ever-evolving market. Stay tuned as we delve deeper into their inspiring story, uncovering the strategies and insights that have propelled Vita Coco to the pinnacles of success.

TASK

With a resolute mission in sight, Vita Coco embarked on a transformative journey aimed at revolutionizing their sales approach. Their goal was nothing short of pioneering a paradigm shift within their organization. To achieve this, they set out to introduce the first wave of comprehensive sales training, designed to intricately weave essential processes and skill sets into the fabric of their retail interactions. This initiative encompassed a multifaceted approach, focusing on persuasive selling techniques that would captivate customers, negotiation skills honed to perfection, and meticulous call preparation strategies. The aim was not merely to impart knowledge but to instill a profound understanding of these elements, ensuring they became second nature to every member of their 150+ sales team. This commitment to enhancing core competencies laid the foundation for a more agile, adaptive, and customer-focused sales force, positioning Vita Coco on the cutting edge of the industry. Their dedication to refining these fundamental aspects of their business showcases their unwavering determination to not only meet but exceed customer expectations, making their mark in the competitive market landscape.

ACTION

Vita Coco’s leadership recognized the importance of leading by example. They took the initiative to undergo training first, allowing them to practice and validate the newly acquired concepts. Subsequently, they imparted these skills to their field teams in a phased rollout. A ‘sales excellence committee’ played a dual role, validating all content and serving as a governance body to ensure the successful application and evolution of these new ideas.

The Three Pillars of Sales Success

Perpetual’s support for Vita Coco extended to three critical components: Sales Training, Leadership Development, and a Sales Capability Framework.

Sales Training:

  • Product Knowledge: Sales training empowered Vita Coco’s team with an in-depth understanding of their products’ features, benefits, and unique selling points. This knowledge was instrumental in crafting effective sales pitches.
  • Sales Techniques: Regular training improved sales techniques, covering everything from prospecting and lead qualification to deal closure. This not only boosted efficiency but also delivered better results.
  • Adaptation to Market Changes: Markets are ever evolving, and what worked yesterday may be obsolete tomorrow. Ongoing training kept Vita Coco’s salesforce current on industry trends and customer needs.

Leadership Development:

  • Motivation and Morale: Well-trained leaders had the ability to inspire and motivate their sales teams, fostering a positive and productive work environment.
  • Coaching and Mentorship: Effective sales leaders took on the role of coaches and mentors, helping junior salespeople learn and grow. This direct influence positively impacted team performance and skill development.
  • Strategic Alignment: Sales leaders ensured that their teams’ activities aligned with the company’s broader objectives and strategies, enabling them to set targets, track performance, and adjust as necessary.

Sales Capability Framework:

  • Consistency: A well-defined sales capability framework enforced a uniform approach to selling across the organization. Consistency was crucial for maintaining a strong brand image and delivering a consistent customer experience.
  • Recruitment and Onboarding: The framework streamlined recruitment and onboarding by clearly defining the skills and competencies necessary for sales roles. This facilitated the identification and recruitment of the right talent.
  • Performance Evaluation: With the framework in place, it became easier to assess the performance of sales professionals and provide targeted training and development opportunities to bridge any gaps.

RESULT

In essence, Vita Coco’s sales transformation was underpinned by three interlinked pillars, each crucial in fortifying the company’s market presence and ensuring sustainable growth. The continuous training initiatives served as the cornerstone, consistently sharpening the skills of sales professionals. This dynamic learning approach not only kept them abreast of market trends but also enabled them to adapt swiftly to the ever-changing landscape. Simultaneously, leadership development efforts cultivated a motivated and strategically aligned team. These leaders, equipped with a profound understanding of the market dynamics, inspired a culture of excellence, steering the entire organization toward shared objectives.

Additionally, the implementation of a robust sales capability framework provided a structured foundation. This framework ensured consistent performance across teams and facilitated effective talent management. By aligning skills, knowledge, and expertise, Vita Coco established a unified approach to sales, enhancing customer satisfaction and fostering brand loyalty. The collaborative efforts of these components resulted in increased sales figures and elevated customer contentment, setting the stage for Vita Coco’s long-term success. Through a strategic partnership with Perpetual, Vita Coco stands well-prepared to achieve its goals, armed with a fortified sales force and a solid foundation for future growth, poised for continued excellence in the competitive market landscape.

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Cincoro Tequila – National Conference, June 2023

Perpetual: transforming organizations through strategy & culture labs