Head - Sales Excellence International Business

Role ObjectiveDevelop and lead initiatives to improve sales force effectiveness and efficiency with the use of digital toolsEnsure design, implementation and adherence to best in-class sales practices and operating proceduresDrive and outline policies for distributor architecture, selection, engagement and assessmentCreate and maintain database of relevant outlets, drive and outline policies for key outlet identification, and engagementCreate and maintain database of influencers like AIDsTrack key metrics including leads generated, share of wallet etc.Provide analytical support for development and implementation of influencer engagement initiatives like loyalty programsCreate and maintain database of key B2B players / Projects stakeholders, Handle Lead Management and track key metrics including lead conversion, potential revenue, share of walletAnalytical support for development and implementation of business development initiativesDrive Sales Force training initiatives to ensure sales force capability buildingDesign training content basis skill gap and ensure delivery of workshop in coordination with L&D teamOutline job responsibilities and profile requirements for salesforce in conjunction with sales leadershipTake end to end ownership of design, training, roll out and maintenance of digital tools and initiatives like CRM, SFA, DMSSupport development and digitization of demand planning process & methodologyOversee preparation, consolidation, and reporting of key performance dashboards and proactively identify deviations and key areas of improvement

Job Responsibilities

Process Excellence

Distributor Architecture and PolicyEnsure distributor architecture optimization in terms of number of distributors, and brands carriedOutline selection criteria for onboarding distributors in terms of size, financial strength, and experienceDevelop and improve distributor engagement initiatives, ensure exclusivity of distributorsCreate and update distributor manual detailing principle for distributor architecture, selection, engagement, and assessment

Outlet Universe and EngagementCreate 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 databaseDesign and implement engagement programs for outlet to maximize reach and enhance salesLeverage retail database to tag retailers to distributors and help increase their coverageConceptualize and execute trade promotions, trade schemes, activation programs to improve brand visibility, presence and sales

Influencer ManagementCreate a national database of key influencers like AIDs, refresh and update the database regularlyEvaluate 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 ManagementCreate and maintain national database of key B2B / Projects stakeholders like OEMs, Contractors etc. and refresh and update the database regularlyEvaluate 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 SupportCreate manuals and training content to ensure capability building of sales team membersEnsure delivery of training workshop in coordination with L&D Team, Support induction of new joinersDesign and ensure implementation of initiatives to improve SO metrics like conversion, productivityOutline job responsibilities and profile requirements for the sales force in conjunction with Global Sales Head IBDrive communication of KPIs and responsibilities to the workforce; Ensure role clarity

Summarize and Report Forecasts / Financial PerformanceOversee consolidation of MIS reports and support business controllers in monitoring of financial performance against budget on a periodic basisHighlight deviations / unsatisfactory performance and support issue resolutionOversee the preparation and sharing of MIS packs with senior management to assist decision makingMonitor and report on important changes in sales forecasts, budgets, and business strategiesPresent pricing analysis at a monthly strategy meeting, with insights, trends, and suggestions

Customer Centricity

Demand planningEnsure digitization of demand planning model, propose and ensure implementation of solutions to improve demand forecast accuracyUtilize a collaborative and consensus approach by working with Sales, Marketing and FinanceControllers to obtain and ensure that current and accurate information is used for demand plan

People

Ensure People DevelopmentGuide and monitor performance of direct reports, providing timely feedbacksSupport the identification of training and developmentDetermine and communicate staffing needs to HR, interview candidates as necessary

Digital First

Sales IT ToolsTake End-to-end ownership of design and roll out of digital initiatives including successful execution, maximum adoption and training of Sales Officer appsServe as system administrator for SFA, DMS. CRM and other digital toolsEnsure training to all stakeholders to improve IT capabilityIdentify opportunities and implement initiatives to improve current sales IT capabilitiesTrack and monitor KPIs, Report any deviations from plan; Support prompt resolution

Demand Planning ModelsDrive design and digitalization of demand forecast modelsEnsure maintenance of demand planning system and softwareMonitor trends in forecast errorIdentify and analyze relevant market-related data and competitive intelligence

Key Performance Indicators

Channel Partner CapabilityChannel 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 CapabilitySales Force productivity and efficiency metrics e.g., time in market, adherence to PJPCompetency of sales officers (improvement vs baseline)

Sales PerformanceIncrease in retail outlets coverage & extraction for key outletsIncremental margins from trade schemes, incentives, promotionsLead generated, conversionShare of wallet for key B2B / Projects stakeholders

Demand ForecastForecasted vs Actual Sales (Forecast Error & Variance)Actual sales conversion vs sales assumptions

Digital Tools% implementation of technological initiatives vs planSpecific metrics will be defined for each digital initiative

Reporting and MonitoringTimely preparation and reporting of MIS, Pricing and Demand reports

Desired Position Qualification

12-15 years of total working experience, ideally in Sales & Marketing5+ years in sales excellence leadership roles with a large multi-product / BU CompanyExperience in setting up, developing and leading a sales excellence teamStrong leadership and communication skills, with an ability to multi-task, coordinate with multiple stakeholdersAdvanced statistical skills and knowledgeExcellent written and verbal communication skillsHands 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