AMPLIFIED SALES PRODUCTIVITY
BY 67% THROUGH AN AUTOMATED
SALES PROCESS FOR A TOP INDIAN
TOBACCO MANUFACTURER

About The Client

Our client is a tobacco manufacturer headquartered in India. The products manufactured by our client are divided into three line of business - Cigarettes; Confectionary; Chews.

We amplified Sales Productivity by 67% through an automated Sales Process and a Real-time Performance App.

Overview

Back in 2018, their sales leadership realized that it was time when their sales team needed to be empowered with a system-based automated sales management process as well as a comprehensive sales performance tracking system. Faced with such challenges, they partnered with Polestar to build a comprehensive sales enablement platform that would empower them through – automated planning and forecasting process, real-time sales insights, system-based sales playbooks and seamless collaboration.

Client Speaks

To us, it was strikingly axiomatic that our next sprint of sales" growth was much dependent on how successfully we were able to improve the sales productivity, efficiency and effectivenes” - Vice President, Sales.

Underlying Practices

Being one of the leading tobacco manufacturers, our client attributes much of its top-line growth to their Sales function. Dealing in fast-selling manufactured products, the client's sales organization engages a whopping large team of sellers and business and channel partners – which comprises a hierarchy of Sales Managers, Team Leads, 18K+ Sales Executives. 100K+ Wholesalers Distributors and innumerable Retailers. With growth in sales, the immensity also brought with it inherent challenges such as – keeping a tab on sales productivity, fostering collaboration and ensuring that the sales processes were followed consistentl.

Also according to Gartner’s research, across industries, close to 30-50% of sales rep’s time is spent in non-core activities that are less productive in nature. Although, towards the lower side of this figure, their sales team was not untouched with this factual inhibitor. Erratic sales quota achievement was another challenge the sales leadership had to meet head on. In a bid to elicit the ground-level realities, their sales management team interacted with our sales teams and identified the below major challenges:

Key Challenges

Manual Sales Planning: Sales planning and forecasting process relied on spred sheets, which was manual and prone to errors

Sub-optimal sales ramp-up time: Manual processes, offline playbooks and disparate systems for planning and performance data n

Siloed Sales Data: Sales teams were spending high time coordinating with multiple teams and to pull reports and assess performances

Knowing early alerts or bad trends was not easy: Difficult for managers to keep in real-time tab onsub-optimal performances, regions.

Implementation & Strategy

Polestar’s team internalized the challenges and seller’s needs and contemplated a comprehensive solution that addresses the below solution principles:

Key Impacts

Improved sales satisfaction due to par excellence user experience

Increase in sales productivity by 16%

Improvement in sales quota targets achievement and proactive handling of red alerts and quota misses

More time for selling rather than sales data management and follow-up activities

Shortened sales planning cycle time by 4 times

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