Head – Sales Excellence International Business

Role Objective

• Develop and lead initiatives to improve sales force effectiveness and efficiency with the use of digital tools
• Ensure design, implementation and adherence to best in-class sales practices and operating procedures
• Drive and outline policies for distributor architecture, selection, engagement and assessment
• Create and maintain database of relevant outlets, drive and outline policies for key outlet identification, and engagement
• Create and maintain database of influencers like AIDs
• Track key metrics including leads generated, share of wallet etc.
• Provide analytical support for development and implementation of influencer engagement initiatives like loyalty programs
• Create and maintain database of key B2B players / Projects stakeholders, Handle Lead Management and track key metrics including lead conversion, potential revenue, share of wallet
• Analytical support for development and implementation of business development initiatives
• Drive Sales Force training initiatives to ensure sales force capability building
• Design training content basis skill gap and ensure delivery of workshop in coordination with L&D team
• Outline job responsibilities and profile requirements for salesforce in conjunction with sales leadership
• Take end to end ownership of design, training, roll out and maintenance of digital tools and initiatives like CRM, SFA, DMS
• Support development and digitization of demand planning process & methodology
• Oversee preparation, consolidation, and reporting of key performance dashboards and proactively identify deviations and key areas of improvement

Job Responsibilities

Process Excellence

Distributor Architecture and Policy

• Ensure distributor architecture optimization in terms of number of distributors, and brands carried
• Outline selection criteria for onboarding distributors in terms of size, financial strength, and experience
• Develop and improve distributor engagement initiatives, ensure exclusivity of distributors
• Create and update distributor manual detailing principle for distributor architecture, selection, engagement, and assessment

Outlet Universe and Engagement

• Create a national database of relevant outlets, refresh and regularly update the database, evaluate and baseline current outlets in terms of key metrics like visibility etc.
• Identify and refresh list of key outlets, baseline current key outlets using metrics such as signage, instore branding etc.
• Be the custodian and define norms for read / write access on the outlet and distributor database
• Design and implement engagement programs for outlet to maximize reach and enhance sales
• Leverage retail database to tag retailers to distributors and help increase their coverage
• Conceptualize and execute trade promotions, trade schemes, activation programs to improve brand visibility, presence and sales

Influencer Management

• Create a national database of key influencers like AIDs, refresh and update the database regularly
• Evaluate and baseline current key influencers in terms of key metrics like leads generated etc.
• Provide analytical support for design and implementation of engagement programs for influencers like loyalty programs

B2B / Projects Management

• Create and maintain national database of key B2B / Projects stakeholders like OEMs, Contractors etc. and refresh and update the database regularly
• Evaluate and baseline current OEM and projects players in terms of key metrics like potential revenue etc.
• Handle lead management and track key metrics for B2B/ project stakeholders like lead conversion, share of wallet etc.
• Provide analytical support for conceptualization and execution business development programs for key B2B/ Projects stakeholders

Training, Capability Building, Hiring Support

• Create manuals and training content to ensure capability building of sales team members
• Ensure delivery of training workshop in coordination with L&D Team, Support induction of new joiners
• Design and ensure implementation of initiatives to improve SO metrics like conversion, productivity
• Outline job responsibilities and profile requirements for the sales force in conjunction with Global Sales Head IB
• Drive communication of KPIs and responsibilities to the workforce; Ensure role clarity

Summarize and Report Forecasts / Financial Performance

• Oversee consolidation of MIS reports and support business controllers in monitoring of financial performance against budget on a periodic basis
• Highlight deviations / unsatisfactory performance and support issue resolution
• Oversee the preparation and sharing of MIS packs with senior management to assist decision making
• Monitor and report on important changes in sales forecasts, budgets, and business strategies
• Present pricing analysis at a monthly strategy meeting, with insights, trends, and suggestions

Customer Centricity

Demand planning

• Ensure digitization of demand planning model, propose and ensure implementation of solutions to improve demand forecast accuracy
• Utilize a collaborative and consensus approach by working with Sales, Marketing and Finance
• Controllers to obtain and ensure that current and accurate information is used for demand plan

People

Ensure People Development

• Guide and monitor performance of direct reports, providing timely feedbacks
• Support the identification of training and development
• Determine and communicate staffing needs to HR, interview candidates as necessary

Digital First

Sales IT Tools

• Take End-to-end ownership of design and roll out of digital initiatives including successful execution, maximum adoption and training of Sales Officer apps
• Serve as system administrator for SFA, DMS. CRM and other digital tools
• Ensure training to all stakeholders to improve IT capability
• Identify opportunities and implement initiatives to improve current sales IT capabilities
• Track and monitor KPIs, Report any deviations from plan; Support prompt resolution

Demand Planning Models

• Drive design and digitalization of demand forecast models
• Ensure maintenance of demand planning system and software
• Monitor trends in forecast error
• Identify and analyze relevant market-related data and competitive intelligence

Key Performance Indicators

Channel Partner Capability

• Channel partner threshold health metrics e.g., partners with own retail %
• Asks from partners on infra being met e.g., DBSR count, depot size & count

Sales Force Capability

• Sales Force productivity and efficiency metrics e.g., time in market, adherence to PJP
• Competency of sales officers (improvement vs baseline)

Sales Performance

• Increase in retail outlets coverage & extraction for key outlets
• Incremental margins from trade schemes, incentives, promotions
• Lead generated, conversion
• Share of wallet for key B2B / Projects stakeholders

Demand Forecast

• Forecasted vs Actual Sales (Forecast Error & Variance)
• Actual sales conversion vs sales assumptions

Digital Tools

• % implementation of technological initiatives vs plan
• Specific metrics will be defined for each digital initiative

Reporting and Monitoring

• Timely preparation and reporting of MIS, Pricing and Demand reports

Desired Position Qualification

• 12-15 years of total working experience, ideally in Sales & Marketing
• 5+ years in sales excellence leadership roles with a large multi-product / BU Company
• Experience in setting up, developing and leading a sales excellence team
• Strong leadership and communication skills, with an ability to multi-task, coordinate with multiple stakeholders
• Advanced statistical skills and knowledge
• Excellent written and verbal communication skills
• Hands on experience with following tools / resources, viz. Tableau, Sales Soft, Power BI, Advanced Excel, Salesforce, Google Analytics etc.

Desired Education Qualification

• Advanced degree in business / Sales & Marketing (MBA) and Qualification in Statistics and Data Analysis / Mining