Results from in-depth surveys with 56 CPG heads of sales at the VP or chief sales officer level, along with 75 sales leaders at the account director level, show that sales leaders are keenly aware of the opportunities offered by digital technologies. While they expect smoother new product introductions and better coordinated promotional campaigns, they see challenges in the quality of data available and in the integration of departmental and channel initiatives.
Forrester’s study yielded four key findings:
Marketing and sales do not agree about barriers to cross-channel selling.
In-store selling must adopt online engagement best practices and vice versa.
Digital collaboration drives sell-through.
CPG brands use digital channels to serve new markets.
Accenture sat down with George Lawrie of Forrester Research to discuss digitizing sales and channel management for CPG companies.