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

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