Most companies have a sales operations team with a dedicated sales administrator. We Have found multiple scenarios where this is not enough and the team does not bring desired results. If you are part of a company with a dedicated team you need to ask a few questions to check your company’s sales operations status-
This is just a sample list of questions where we feel companies do not achieve their potential.Most companies do not perform many of the activities listed above, a few who do are not able to sustain it on a consistent basis. Based on our experience in this domain the main reasons for not getting desired results are –
If your company is one of them and you see a need to improve sales operations performance please read on.
As part of the solution, ADVANZ101’s KPM experts will engage with the company and come up with definitive action items. Main deliverables from Advanz101 will be:
Methodology – As part of the solution, ADVANZ101’s KPM experts will engage with the company to understand its sales operations, SKU’s, supply chain, employee hierarchy etc. Data points related to primary sales, secondary sales, bookings, retailer database, sales pattern etc will be understood. KPM team will work closely with sales operations team and align with top management to get company’s direction in terms of long term and short-term goals. Sales pattern of previous years will be studied to draw important findings related to seasonality and SKU spread.
Here is the case of involving a third party partner to help FMCG Companies in sales management. Following points indicates why this approach can give good results-
It will be of great benefit to involving some subject matter expert in KPM for sales operations management in FMCG & similar companies. The client will get exposure to best industry practices and improvements from such engagement will be in measurable terms.
Let us have a case by case look for stakeholders in the value chain. With our solution, everyone associated with sales in the company will get benefited. Some of the benefits are listed below-
Top Management – Benefits to Top management can be listed as under
Sales Operations – As sales operations will be the direct beneficiary, the following will be major benefits for Sales operations management team-
Field staff – In this well-planned approach, field staff is the biggest beneficiary of KPM initiative for sales.
Activity | Model1- KPM Care | Model2- KPM Growth | Model3- KPM Premium |
---|---|---|---|
Understanding Business Model, Product Mix, Competition and Ecosystem | Yes | Yes | Yes |
Qualified Resources | Yes | Yes | Yes |
Design of SOP to be followed | Basic | Detailed | Detailed |
Monthly Review meeting with Management and Sales Admin | 1 | 1 | or more |
Defining SOP for back office team | SOP | SOP | SOP and KRA |
Case Studies & Alerts | Weekly | Weekly | Weekly and Daily alerts where necessary |
Review of vitals of sales | Review through Alerts | Review Tour Program, HQ / SKU / Executive performance periodically | Review Tour Program, HQ / SKU / Executive performance regularly |
Monthly Sales review of field executives | Help in planning | Help in planning and execution | Help in planning and execution |
Ecosystem points like Product & Competitor review | NA | Periodic review | Regular review |
New Product Launch | NA | Yes | Yes |
Scheme planning and execution | General Discussion | Guidelines for Depot, Stockist, team, Retailers and consumers schemes. | Detailed involvement with Depot, Stockist, team, Retailers and consumers schemes. |
Scheme Audit | NA | Audit of a scheme for costing and execution | Audit of a scheme for costing and execution followed by an analysis of returns from the last mile. |
Product Training | NA | Yes | Yes |
Cost of Sales | Reporting | Reporting and detailed analysis | Reporting and detailed analysis |
Engagement with salesperson | Rarely | Review of performance with an identification of action points | Review of performance with an identification of action points. Discussion with key resources and help them grow. |
Digital marketing | NA | Planning digital marketing campaign | Planning and execution of the campaign, review of our activities and competitors on social platforms |
Engagement model | Rs 250 / user / month, minimum 100 users, charged monthly, commitment quarterly. | Rs 600 / user / month, minimum 100 users, charged monthly commitment half yearly. | Rs 1100 / user / month, minimum 100 users, charged monthly, commitment yearly. (Purely result based engagement model also available on request*) |