Sales Excellence & Capability Development Manager

Role Purpose To enhance the effectiveness, productivity, and capability of the sales organization by driving sales excellence initiatives, capability development, performance management, digital adoption, and data-driven execution. The role is responsible for improving frontline productivity through structured capability building, standardized sales processes, analytics, technology adoption, and continuous performance improvement, thereby delivering sustainable business growth.

- Sales Excellence & Productivity

- Co-work and implement Sales Excellence frameworks across all sales channels.
- Drive leading indicators including ECO, Lines per Bill, Bill Cuts, Strike Rate, Value per Order, Outlet Productivity and Sales per Salesman.
- Monitor productivity dashboards and recommend corrective actions.

- Performance Management

- Partner target setting and territory planning.
- Partner in developing KPI scorecards and performance dashboards.
- Drive Monthly, Mid-Month and Quarterly Business Reviews.
- Assist in performance assessment.

- Sales Capability Development

- Assist in capability gaps and create learning journeys.
- Co-work and Conduct functional and behavioural training.
- Measure training effectiveness and business impact.

- Sales Ways of Working

- Drive SFA adoption, attendance compliance, Feet on Street (FOS), Effective Field Time (EFT) and Customer Facing Time (CFT).
- Conduct regular field coaching and improve execution standards.

- Digital Transformation & Analytics





- Improve adoption of DMS and SAF and digital sales tools.
- Assist in sales analytics dashboards and actionable insights.

- AI & Personalized Selling

- Partner in prescriptive selling initiatives.
- Develop SKU recommendation, MSL compliance, upsell and cross-sell recommendations.

- Sales Force Engagement

- Partner with HR on career development program
- Design incentive and recognition programmes.
- Support succession planning and talent development.

- Process Governance

- Standardize sales processes, beat planning, route productivity and execution audits.

- Cross Functional Collaboration

- Work closely with Sales, HR, Marketing, Finance, IT, Supply Chain and Commercial Excellence teams.

Key Performance Indicators (KPIs)

- Sales Force Effectiveness – ECO, Total Lines Sold, Bill Cuts, Strike Rate, Value per Order, Revenue per Salesman
- Distribution Quality - Outlet Productivity, Market Coverage
- SFA Adoption & Compliance - Feet on Street, EFT & CFT, EDGE – Green Days
- Training & Coaching Effectiveness
- Current Age Selling - MSL Compliance, Upsell/Cross-sell Conversion
- Target Achievement
- Engagement & Incentive Effectiveness

Success Measures

- Increased sales force productivity and execution quality.
- Higher adoption of digital tools and standardized ways of working.
- Improved frontline capability through coaching and structured learning.
- Data-driven decision making and AI-enabled selling.
- Sustainable business growth through a high-performing sales organization.

📌 Sales Excellence Manager (Kolkata)
🏢 SAJ Food Products (P) Ltd(Bisk Farm)
📍 Kolkata