Girish Saligram
Analyst · Barclays
Thank you, Keith. As I mentioned, I believe our strong fourth quarter and full year results are a reflection on the progress we have made towards our objectives of sustainable profitability and free cash flow generation. The actions we took in 2020 have meaningfully improved cash flow, liquidity and operational performance, but we also recognize that we are not done and need to fully institutionalize the processes and mindset to grow our 2020 execution.
As Keith alluded to, we expect a couple of significant headwinds in 2021 and beyond, specifically around restoration of employee salaries and lack of working capital unwinding benefits that we need to overcome. It is therefore critical for us to accelerate the momentum from 2020 into 2021, and we will be focused on restructuring our cost levels and ensuring our working capital as a percent of revenue have clear improvement targets and actions.
To provide clarity, we have laid out our internal focus areas for 2021 on Slide 11. To ensure that we are poised to deliver a year that will demonstrate increased profitability versus our second half 2020 run rate without depending on market activity increases. Firstly, performing in North America. Historically, North America has been one of the largest oilfield service markets. It is a market unlike any other globally with shorter cycle times, a degree of competition and innovation that make it very unique amongst many other things.
Our team in North America did excellent work last year and delivered meaningful improvements to their operations. We plan to build on those actions this year and continue to drive further efficiencies through facility consolidation and adjustments to our commercial approach. We expect these efforts to yield meaningful improvement to our North America profitability year-on-year that will be significantly accretive to the overall company.
Second is simplifying our organization. Our organization must be more agile and flexible to serve the changing needs of our dynamic business. We took significant actions last year to align our costs with rapidly evolving market conditions and drive additional efficiencies into the organization.
A great example of this is merging our manufacturing and supply chain organization into a consolidated function supporting our operations. For 2021, we see additional opportunities for reducing complexity, driving efficiencies and improving the way we support our operations, which we believe will enable a high single-digit reduction in percentage of our support costs.
Third, variable cost optimization. In the spirit of continuous improvement, we are also focusing on reducing the magnitude of our variable costs. We are creating new cultural and operational frameworks for tracking costs and driving cost reduction initiatives across our organization and have established enterprise-wide teams across several cost categories, including real estate, fleet management, logistics and telecom to name a few. We believe there are meaningful opportunities to reduce spending, drive change, increased profitability, and are targeting a $50 million annualized impact from these initiatives but recognize these are unlikely to fully manifest immediately.
Number four is inventory. Inventory continues to be a critical theme for us this year. Streamlining inventory management will play a critical role in becoming a more efficient organization. We are redeploying existing inventory and more closely integrating manufacturing, operations and sales to improve inventory management and delivery. This is not just about improving processes, but also about increasing company-wide collaboration throughout our entire supply chain. Better inventory management will be a crucial enabler of our profitability and cash flow objectives. We aim to reduce day sales of inventory by 10 days through this initiative, an improvement of over 10% from the end of last year.
As you can see through the actions I just laid out, we will continue driving down operational costs to increase cash flow and profitability in 2021 and beyond. I will stress again that we have developed our plans and targets for this year based on flat activity levels and will scale up or down without sacrificing our focus areas.
Beyond these operational imperatives, we are carefully examining our approach on 3 long-term strategic vectors to shape and define our long-term vision and strategic road map. As many in the industry have pointed out, these are central themes to the future of our sector, and we strongly believe that Weatherford has the differentiation, footprint and track record to carve out our unique value addition space stemming from them. The first is digitalization. We touched on the broad spectrum of our portfolio in detail last quarter, and we will continue to employ automation and digital tools and technology to simplify and enhance not just our offerings, but also our internal operations.
We will continue to deploy and improve the suite of digital products and services across our many offerings to deliver a world-class customer experience. The integration of monitoring technology, algorithmic models backed by deep domain expertise, artificial intelligence and software delivery models are a strong competency within our team, and we will look for further development and deployment applications. These offerings also help enable meaningful improvements to our service delivery and productivity.
The second vector is ESG. We have responsibility to our employees, the communities we operate in, and our shareholders to be good ESG stewards. Doing so will impact everything from our governance practices to managing our carbon footprint to fostering diversity and inclusion into our company. A key part of this is our role, position and value in the energy transition. The imperatives to adapt to what our customers and communities are rightfully asking for is upon us, and we will enhance our existing focus in this regard. As an example, we already have a footprint and product offering in geothermal energy.
Exemplified by a recent achievement in Canada, where we helped grow the world's first 90-degree geothermal well for renewable power generation, and at the same time, achieved the deepest lateral in Saskatchewan’s history. Our firma offering in plug and abandonment is a benchmark on responsibly stewarding the end-of-life of wells and ensuring environmental wellbeing. Decarbonization will be a continuing theme, and we will look to unify our efforts under a common umbrella to amplify impact and reach.
Our final vector is our product and service portfolio. While we have a relatively low share in the low to mid-single digits globally across the sector, we have market-leading product lines, including managed pressure drilling, tubular running services, cementation products, liner-hangers and production optimization amongst others. Rather than simply expand share in these, we will look to exploit pull through and synergy opportunities across all of our product lines, spearheaded by unified commercial focus in our geo zone operations.
We also have several product lines that provide innovative and value-added services with low global share. Our focus will be optimizing the intersection of product lines and geographies without a need to be everything for everyone everywhere. Each individual business in each geo zone will have to demonstrate independent liability and accretive cash performance, and that standard will provide an objective limps to defining our global portfolio reach. We will also continue to invest in technology and engineering as we believe the technical differentiator is a key value driver for our customers.
Before we end our prepared remarks, I'd like to also touch upon some organizational changes that we are announcing today. Firstly, Karl Blanchard, our COO, will be retiring at the end of February. Karl has been a transformative leader and champion of our One Weatherford culture in his 3 plus years at a company. He has provided expertise, leadership and a steady hand during all of the changes with our financial restructuring and the challenges we faced in 2020.
Over the past few months, Karl has been a partner, trusted advisor, coach and friend to me as I've come up to speed within the company, and he will be missed. However, after almost 40 years in the industry, Karl and his wife Julia are looking forward to an extremely well-deserved retirement and extra time to enjoy their family, and we wish them all the best.
Additionally, Stuart Fraser, our Chief Accounting Officer, will be leaving the company at the end of March, and we wish him well in his future endeavors.
With Karl's retirement, we are taking this as an opportunity to reduce our organizational layers and will not be backfilling that role. Our underlying principles for our structure are organizational simplification, customer focus, empowerment and accountability. We will consolidate our product line engineering and technology functions under a single leader to ensure synergy standardization and common focus.
We will continue with our geo zone structure hazards while driving greater focus on North America, and these will be the primary conduit for driving the relationship with customers and business operations. Our manufacturing, supply chain and logistics operations will continue to operate under a single leader, and we will look to drive synergies with our global service network. Lastly, we are creating the role of Chief Sustainability Officer to drive the focus I highlighted earlier.
Karl, anything you'd like to add.