You’ve had the unique journey of being with Two Roads from the beginning, growing the team out, as well as growing your markets. Can you tell me about how your processes have had to change, how technology like Lilypad has helped, and the kind of data that you guys are keen to tracking?
Lilypad has been a game changer for us. It just allows more organization. Again, every year we get more organized, more structured, and it gives our team just a better understanding of what they’re doing. They see 15 accounts a day. It’s unrealistic to think that they could remember every person’s name and the last conversation that they had with them, or exactly what they discussed in terms of an event. So as soon as they walk out the door, they take a minute to write down their notes in Lilypad. The next time that they see that account, they can look back and see who they spoke with and what they spoke about. We also have the data that shows past successes right at our fingertips. It is a great way to be able to remind ourselves of the specific details of each account. Also, it is a great tool to help relay information to our distributors. Distributors have many suppliers to handle, so a comprehensive report from Lilypad goes a long was to make their review simple and defined.
Learn more about Activity Management and Execution in Lilypad or Schedule a Demo.
We’re all about trying to make the rep’s life as easy as possible. Can you tell me a little bit about being a manager, how you evaluate your team, create strategic plans, and what kind of data you guys focus on to figure out what you should do moving forward?
It’s a mix of things. We set annual goals, but we also narrow it down even more to give our team individualized monthly goals. Lilypad helps us define these goals and the time frame that they are expected to be completed in. We typically set six-week individualized goals, which are typically brand specific, and build the success into our bonus structure.
There’s a lot of people out there that are in the process of building out the team, building out ways to incentivize their reps, and are trying to make sure that company-wide initiatives get executed the right way. It’s always good to hear from someone who’s doing it, exactly how they’re doing it.
We definitely offer flexibility. We don’t say you need to get X amount of work-withs or X amount of placements. Instead, it’s overarching goals. We set a point expectation and ask our team to build to that expectation with different tasks. Each market is different, so we allow the flexibility to be able to cater to individual markets. Lilypad’s assigned point values have been a huge asset with this.
Well, I’ve got one more question and it’s a personal one. You’ve been with the brewery from zero to 68,000 barrels. What’s one of the biggest lessons you’ve learned in growing this quickly?
Communication. It’s just the most important factor when building a team, when working with distributors, and when working with accounts. You should talk to every person as a partner, because we are all partners in this. Every facet of the job, every facet of the company, every individual that works in the company has a role that is vital to the overall success of your brand. So speak to everyone as an equal, listen to what people say, listen to what your distributors say, and listen to what your accounts say. Keeping an open mind, and an open form of communication is, in my mind, the most important thing to success.