B2B / Institutional Sales Strategy

- Develop and execute the overall

B2B and Institutional Sales strategy aligned with business growth objectives.

- Drive revenue, volume and profitable growth across institutional customers.

- Identify priority industries, customer segments and geographic markets for expansion.

- Develop segment-specific strategies for:

- Automotive

- Industrial manufacturing

- Infrastructure

- Mining & construction

- Power & utilities

- Steel & metals

- Cement

- Engineering

- Transportation & fleet

- Government / institutional customers

- Develop differentiated value propositions based on product performance, technical support, service, total cost of ownership and customer requirements

.

- Build a strong pipeline of new institutional opportunities.

- Establish sales targets, territory plans and account-level objectives.

B.

Business

Development

- Identify and convert new business opportunities across industries and customer segments.

- Develop new channels, partnerships and strategic alliances.

- Conduct market mapping and competitor analysis to identify whitespace opportunities.

- Build a structured business development funnel from lead generation to conversion.

- Lead negotiations for large institutional contracts and long-term business arrangements.

- Identify opportunities for customized products, private-label opportunities and co-branded solutions

, where commercially viable.

- Explore current applications and markets for existing and emerging lubricant products.

C. OEM Business Development

- Develop and manage strategic relationships with

OEMs and equipment manufacturers

.

- Drive new OEM approvals and product validations.

- Develop a structured OEM acquisition strategy covering:

- Target identification

- Technical requirements

- Product trials

- Field validation

- Approvals

- Commercial negotiations

- Long-term supply agreements

- Work closely with R&D;, Technical Services, Quality and Manufacturing teams to achieve OEM specifications and approvals.

- Identify opportunities for factory-fill, first-fill and aftermarket relationships

, as applicable.

- Develop strategic partnerships with automotive and industrial equipment OEMs.

- Track OEM development projects from initial engagement through commercial launch.

D.

Key Account

Management





- Develop and institutionalize a

Strategic Key Account Management framework

.

- Identify and classify strategic accounts based on revenue, growth potential, profitability and strategic importance.

- Develop account plans for key customers covering:

- Revenue potential

- Product penetration

- Share of wallet

- Customer needs

- Competitive position

- Relationship mapping

- Cross-sell / up-sell opportunities

- Build relationships with

CXO, Procurement, Technical, Operations, Maintenance and Finance stakeholders within strategic accounts.

- Drive customer retention and increase customer lifetime value.

- Develop mechanisms for regular customer satisfaction and VOC (Voice of Customer)

.

- Establish customer escalation and resolution mechanisms.

E. Revenue &

- Profitability Management

- Own B2B revenue, volume and profitability targets.

- Drive profitable sales growth rather than volume-only growth

.

- Monitor product/customer/channel-level contribution margins.

- Develop pricing strategies in coordination with Finance and senior management.

- Control commercial leakages including:

- Excessive discounts

- Unprofitable contracts

- Credit exposure

- Freight impact

- Rebate structures

- Drive value-based selling and total-cost-of-ownership propositions

.

- Develop mechanisms to improve contribution per customer and product mix.

F.

Customer

Acquisition &

- Retention

- Develop a systematic customer acquisition engine for institutional business.

- Identify prospects through industry mapping, referrals, digital channels, industry forums and strategic networking.

- Build long-term relationships with strategic customers.

- Improve customer retention and reduce customer attrition.

- Establish structured customer onboarding and account review mechanisms.

- Develop customer loyalty and partnership programs for strategic accounts.

G. Technical &

- Solution Selling





- Promote consultative and solution-based selling rather than product-based selling.

- Work with Technical Services/R&D; to understand customer applications and recommend appropriate lubrication solutions.

- Demonstrate measurable customer benefits such as:

- Reduced equipment downtime

- Extended equipment life

- Reduced lubricant consumption

- Improved equipment efficiency

- Lower maintenance cost

- Improved total cost of ownership

- Develop case studies and ROI-based value propositions.

H. Digitalization &

- Sales Analytics

- Drive digital transformation of B2B sales processes.

- Ensure effective CRM adoption and sales pipeline discipline.

- Establish dashboards for:

- Sales funnel

- Revenue

- Volume

- Margin

- Customer acquisition

- Customer retention

- OEM pipeline

- Key account performance

- Sales productivity

- Use customer and market analytics to identify cross-sell, up-sell and whitespace opportunities

.

- Leverage digital tools for customer engagement and sales productivity.

- Improve forecasting accuracy through data-driven demand and pipeline analytics.

I.

Market

Intelligence &

- Competitive Strategy

- Monitor competitor pricing, products, OEM approvals, distribution strategies and market initiatives.

- Identify changes in customer requirements, technology and industry trends.

- Track emerging opportunities in

EVs, industrial automation, energy transition, new manufacturing technologies and sustainability

, where relevant to lubricant applications.

- Provide market intelligence to Product Management, R&D; and senior leadership for portfolio decisions.

J. Cross-functional Collaboration

Work closely with

- Manufacturing

– capacity, customization and supply reliability

- Supply Chain

– demand planning and customer service

- R&D; / Technical

– product development, trials and OEM approvals

- Quality

– specifications, complaints and technical compliance

- Finance

– pricing, margins, credit and collections

- Marketing

– segment positioning and customer campaigns

- HR

– sales capability, incentives and talent development

Qualifications &

- Experience

- MBA Sales &
- Marketing with 15-20 years of experience in B2B, OEM and Institutional Sales

- Strong expertise in Lubricant or similar industry

📌 General manager Business to Business (Mumbai)
🏢 Tu0026M Services Consulting
📍 Mumbai