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Your sales execution maturity area
Data Integration & Technology
Maturity level 1
Recommendations
- Adopt a centralized CRM system to store and manage core sales data.
- Implement basic tracking and record of account-specific sales and promotions performance.
- Begin to establish a single source of truth for all internal sales and promotions data.
Maturity level 2
Recommendations
- Implement a basic business intelligence (BI) platform to centralize and visualize internal sales data with limited external market data.
- Use the BI dashboards to enable basic adjustments to sales coverage and visit cadence based on account performance.
Maturity level 3
Recommendations
- Formalize a data integration strategy to centralize sales and relevant external market data from sources like Nielsen or IRI into a single platform.
- Use this integrated data to prioritize sales coverage and visits.
- Promote and facilitate data-driven decision.
Maturity level 4
Recommendations
- Implement predictive analytics to forecast demand and enable more accurate sales planning.
- Use automation tools to streamline sales execution, such as automated scheduling, routing and agentic solutions.
- Leverage integrated data to optimize trade promotions with a clear view of market dynamics.
Maturity level 5
Recommendations
- Use AI-powered predictive and prescriptive analytics to autonomously optimize sales execution and trade promotion optimization.
- Provide sales reps with “next best action” recommendations in real time.
- Continuously refine AI models based on field results and market changes.
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Distributon & Partner Management
Maturity level 1
Recommendations
- Create a shared repository with sales plans, targets, and basic execution expectations.
- Use a communication channel (email, messaging platform) for updates and feedback.
- Establish a basic meeting cadence for partner check-ins.
Maturity level 2
Recommendations
- Deploy a partner portal or extend CRM to provide shared visibility of sales plans and performance.
- Implement structured partner update reports and a dashboard for tracking execution progress.
- Introduce a standard template for joint performance reviews.
Maturity level 3
Recommendations
- Adopt a partner relationship management (PRM) platform for co-developing plans in a shared environment.
- Integrate partner performance data into internal systems for unified tracking.
- Set joint KPIs and accountability measures.
Maturity level 4
Recommendations
- Integrate internal and partner systems for real-time visibility of sales, inventory, and execution data.
- Use analytics to jointly identify gaps and opportunities.
- Establish a proactive joint action planning process for in-market optimization.
Maturity level 5
Recommendations
- Build a “digital twin” of the distribution network to simulate and predict execution scenarios.
- Use AI-driven prescriptive analytics to provide real-time improvement recommendations to both partners and internal teams.
- Automate joint planning cycles based on predictive demand and execution potential.
Performance Measurement & Insights
Maturity level 1
Recommendations
- Define a core set of KPIs and standardize measurement definitions across teams.
- Track performance manually using spreadsheets or shared documents.
- Record corrective actions and link them to identified gaps.
Maturity level 2
Recommendations
- Centralize reporting in a BI tool with automated data refresh for standardized KPIs.
- Configure CRM to automatically track and visualize performance data.
- Set up automated alerts for deviations from targets.
Maturity level 3
Recommendations
- Use an analytics platform for near-real-time performance monitoring.
- Integrate CRM with marketing/ERP systems to enrich insights.
- Introduce a coaching module within CRM or sales enablement tools to track corrective actions and skills development.
Maturity level 4
Recommendations
- Leverage a revenue intelligence platform to generate predictive insights on future performance.
- Implement forecasting for both opportunities and risks based on trend data.
- Create a continuous strategy feedback loop from field data to corporate decision-making.
Maturity level 5
Recommendations
- Deploy AI-driven prescriptive analytics to recommend next steps for closing performance gaps.
- Automate measurement of leading indicators to preempt performance risks.
- Integrate real-time measurement with compensation systems for instant recognition and rewards.
Retail Execution & Field Enablement
Maturity level 1
Recommendations
- Deploy a basic mobile-first tool for reps to capture photos and log simple store metrics (stock levels, display presence).
- Create a shared repository (e.g., cloud folder) with standardized planograms, merchandising guides, and campaign materials.
- Implement a basic process for reps to report competitor activity and in-store observations during visits.
Maturity level 2
Recommendations
- Roll out a dedicated retail execution platform to digitize daily tasks, track display compliance, and automate basic data collection.
- Use the platform to assign clear in-store priorities and track rep accountability.
- Develop simple dashboards to monitor KPIs like display compliance, shelf availability, and promotional execution.
Maturity level 3
Recommendations
- Integrate the retail execution tool with CRM/ERP for pre-visit planning based on sales history and store insights.
- Introduce guided visit workflows in the mobile app to standardize rep activities.
- Adopt image recognition to speed up planogram compliance verification and detect execution gaps.
Maturity level 4
Recommendations
- Apply predictive analytics to identify high-potential stores, optimize visit frequency, and improve route planning.
- Link performance-based incentives to real-time display and sales data.
- Establish a two-way feedback loop between field teams and headquarters for agile adjustments to in-store strategy.
Maturity level 5
Recommendations
- Use AI-powered prescriptive analytics to deliver store-specific, real-time recommendations (e.g., product placement, cross-merchandising).
- Integrate retail execution with a Revenue Growth Management (RGM) system to align store actions with broader business objectives.
- Continuously refine personalized incentives using machine learning models that factor in rep performance, store type, and potential.
Sales Planning & Prioritization
Maturity level 1
Recommendations
- Establish foundational data collection within CRM.
- Define basic customer segmentation criteria.
- Formalize clear, measurable goal setting processes.
- Conduct initial manual territory review and adjustments.
Maturity level 2
Recommendations
- Automate data capture and reporting in CRM.
- Enhance customer segmentation using product affinity or basic behavioral data.
- Use initial data insights for data-driven goal alignment.
- Introduce basic BI tools for territory analytics.
Maturity level 3
Recommendations
- Integrate sales and marketing data.
- Implement advanced segmentation for customers and sales channels.
- Deploy dynamic goal management systems.
- Adopt dedicated sales planning and territory optimization software.
- Formalize automated account prioritization reviews.
Maturity level 4
Recommendations
- Integrate predictive analytics for segmentation and prioritization.
- Implement automated goal cascading and real-time performance monitoring.
- Utilize advanced analytics for scenario planning in territory and resource allocation.
- Establish robust feedback loops for continuous planning improvement.
Maturity level 5
Recommendations
- Explore and implement AI solutions for autonomous planning and optimization.
- Leverage advanced AI for hyper-personalization at scale for customers and points of sale.
- Establish continuous learning and adaptation cycles into AI models.
- Integrate sales planning with HR systems for predictive talent management.