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 new 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, current 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)
🏢 T&M Services Consulting
📍 Mumbai