Brenntag Solutions Group
Brenntag is the global market leader in chemical distribution, and with good reason: we place our partners’ requirements at the centre of everything we do. Brenntag has a workforce of around 15,000 people serving a customer base of around 185,000 customers and several thousand suppliers. Over a third of this workforce focuses on sales and marketing activities in the Brenntag organization – because for us, chemical distribution is about much more than just delivering chemicals.
Just as Brenntag strives to connect chemical manufacturers (our suppliers) and chemical users (our customers), Brenntag Solutions Group acts as an internal link in our sales and marketing organization by providing innovative solutions that support our sales and marketing force in North America.
Elin Rodenstam is Managing Director Brenntag Solutions Group. She is a Swedish national and has already worked in various sales positions within Brenntag EMEA (Europe, Middle East & Africa). When the opportunity arose to make an international move into a different field, she didn’t hesitate and relocated to the US.
By moving its people worldwide, Brenntag ensures that the organization is constantly evolving and able to transfer best practices from country to country around the globe.
Brenntag Solutions Group
Today, Elin heads a team of 25 people and she is excited about her job:
ELIN RODENSTAM: We are a dedicated inside sales and marketing organization staffed by highly trained technical and commercial people. Internally, we support our sales, marketing and sourcing force in North America and, externally, we build strategic relationships with suppliers by providing market intelligence and expertise that every supplier has long been coming to us for.
ELIN RODENSTAM: Our tasks are diverse and constantly evolving in step with the market and internal requirements. Our inside sales organization continuously liaises with our sales teams in the regions and supports them in dedicated sales activities. The external sales managers serve customers in the different customer industries, such as food, water treatment and ACES (adhesives, coatings, elastomers, sealants), and the inside sales people are experts in these industries. Thus, we align our capabilities and ensure effective processes for Brenntag and its partners.
We also implement tailor-made marketing campaigns for our suppliers. Together with our partners, we develop an idea for a campaign and identify a customer contact list. Our team members are then trained in this specific topic. They scan the market, conduct surveys, prepare market data and business intelligence and in the course of the process contact the customers within a set timeframe. Afterwards, the local sales teams follow up on the opportunities that emerged during the campaign.
Another main task of Brenntag Solutions Group is converting opportunities into business. The team generates leads from different sources, such as through collaboration with our suppliers, via our website, at trade shows and through e-mail marketing. It is extremely important for us to process the leads and ensure a quick response and swift action as well as to document our findings from start to finish in order to identify strengths and weaknesses. This enables us to constantly develop the capabilities we offer our partners and increase our success rate.
Brenntag Solutions Group is the
perfect complement to the sales
activities of our sales force in
ELIN RODENSTAM: We really see ourselves as a catalyst and incubator for growing the business in North America. We provide a discrete, efficient way for Brenntag North America to go successfully to market. Brenntag Solutions Group not only services more accounts, but also more efficiently enables our external sales force to focus on strategic regional opportunities. Through our deep involvement and full integration with Brenntag North America’s regional operating companies, we provide a competitive advantage both within the organization and for our suppliers. This is an unparalleled business model in the marketplace.
ELIN RODENSTAM: Brenntag Solutions Group is already successful, but it is still a young organization in the overall context. The mission is to play an integral part within Brenntag North America by continuously improving processes and capabilities. We strive to attract new suppliers and business as the need for innovative sales and marketing solutions in chemical distribution continues to grow. Our goal is to position the team as a ‘centre of excellence’ by attracting the most talented and diverse people and providing opportunities for their personal development building on the unique Brenntag Solutions Group culture. This group consists of high performers who constantly come up with creative solutions, and for us the journey towards an exciting and successful future has only just begun.