Transforming Route to Market with the “Sales Force Effectiveness” Program

Challenge

Sales operations of a global brewer were fragmented across Europe, lacking a unified approach that could drive consistency and efficiency in different markets. Each country had its own sales process, leading to misaligned strategies, inefficiencies, and underperformance in key regions. The challenge was to create a standardized system that could enhance sales force productivity and align efforts with global marketing campaigns

Action

A comprehensive “Sales Force Effectiveness” (SFE) program was developed and implemented. The project started by analyzing sales data from various markets to identify gaps and best practices. Then, a structured sales process was designed to optimize resource allocation, improve customer targeting, and set measurable performance metrics. The SFE program also included technology integration, providing the sales teams with tools to manage customer relationships and track real-time performance data.

Results

The SFE program led to a 20% increase in overall sales productivity, as measured by customer engagement and revenue growth. Sales teams were better equipped to prioritize key accounts and manage their time efficiently. This unified sales approach created a ripple effect across the organization, with improved cross-border collaboration and consistent sales strategies, further driving regional market share growth.