RESEARCH REPORT

In brief

In brief

  • Chief Sales Officers (CSOs) with a holistic, integrated approach to sales transformation report 4X more growth than other CPG companies.
  • Our survey also showed high performers are far more likely to have embedded digitalization and advanced technologies across the Sales function.
  • They are 2X more likely to have a granular, targeted approach to servicing outlets, and 3X more likely to have embedded integrated path to purchase.
  • There is still great room for improvement: Although ahead of peers, high performers have only embedded 29% of the transformative capabilities.


Chief Sales Officers (CSOs) with a holistic, integrated approach to sales transformation report four times more growth than their peers, according to our recent survey of consumer products companies. Even so, those high performers have only embedded 29%, on average, of the transformational capabilities. Those capabilities are in areas such as omni-channel path to purchase; digitally-enabled route to market; revenue growth management; and granular and targeted approach to servicing outlets.

The COVID-19 pandemic exposed and even accelerated limitations in Sales operations and organizations. Now is the time for CSOs to build key capabilities, to position their companies for future growth.

High performers with a holistic, integrated approach to sales transformation report 4 times more growth than other CPG companies

Data, analytics, digital and advance technologies

High performers are far more likely to have embedded digitalization, advanced technologies and analytics across the Sales function. For example, 65% of high performers say that they have specialist data scientists embedded in their commercial teams, versus 44% of their peers.

Integrated path to purchase approach

Leaders are 3 times more likely to have embedded an integrated path to purchase approach than other CPGs. Some of the specific capabilities are:

CPG Integrated path to purchase approach  Chief Sales Officer research findings

Holistic, digital approach to route to market

High performers are 50% more likely than others to have embedded a holistic, digital approach to route to market. Leveraging the ecosystem is an important part of this.

"If you haven’t had an expansive route to market, you are going to be exposed. The challenge is: How quickly can we learn and shape the business for the changing market? That will be the secret to our future success."

— CSO, Global Food Company

Precision outlet targeting and servicing

High performers are 2 times more likely to have implemented a granular, targeted approach to servicing outlets.

High performers are 2X more likely to have implemented a granular, targeted approach to servicing outlets

Still more room for improvement

High performers are ahead of their peers in building important Sales capabilities. However, they have embedded less than 1/3 of the transformative capabilities into their Sales organizations and operations.

Few CPG companies have fully embedded transformative capabilities despite clear benefits.


Are you ready to get started?

In this time of great change, CSOs have a unique opportunity to radically improve their Sales organizations and operations. A first step is to get the digital, analytics and advanced technology foundation in place. Then, assess capability maturity across other areas, identifying current gaps. Aligning with the business and Sales strategy, build the roadmap to advance all the transformative capabilities—rather than tackling them sequentially.

A transformed Sales organization can help consumer goods companies survive—and thrive—which has never been more important.

Martin Adkins​

Managing Director – Accenture Strategy and Consulting, Sales & Customer Service​​

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