Job Description
Role Title: Activation Lead - Sales Force Automation (SFA) & DMS Enablement
Role Purpose
The Activation Lead is responsible for driving end-to-end adoption, effectiveness, and business impact of Sales Force Automation (SFA) and Distributor Management Systems (DMS) across General Trade. The role ensures that digital tools are fully embedded into daily sales operations, enabling higher productivity, better visibility, disciplined execution, and data-led decision-making across regions.
Key Responsibilities
- SFA Implementation & Adoption
- Lead end-to-end rollout and stabilization of SFA across targeted states with 100% manpower coverage.
- Ensure consistent usage of SFA by DSMs, PSRs, ASMs, and leadership through clear governance and monitoring.
- Drive compliance on attendance, beat adherence, productive calls, and order punching.
- Own rollout of new SFA features (JC Calendar, Target Uploads, Manager App en hancements) and ensure field readiness.
- DMS Implementation & Distributor Enablement
- Lead DMS onboarding across distributors with a focus on achieving 90% coverage of active distributors.
- Coordinate with FA, IT, and distributors to ensure smooth installation, integration (Tally/Marg/other ERPs), and go-live.
- Track DMS adherence (SRSS, order fulfillment, billing discipline) and drive corrective actions.
- Act as the primary interface between Sales, FA, and distributors for DMS-related resolution.
- Sales Productivity & Performance Governance
- Improve sales force productivity through structured insights and performance tracking.
- Monitor and drive improvements in productive calls/day, SKU penetration per beat, and beat coverage.
- Define and track productivity benchmarks (LPSC, billed vs visited outlets, ECO metrics).
- Enable ASMs to take corrective actions using actionable dashboards and reports.
- Data, Reporting & Insights
- Own design and governance of SFA and DMS reports for MTD, daily, and trend analysis.
- Enable leadership visibility through structured summaries, snapshots, and performance decks.
- Partner with FA team to automate reporting and ensure data accuracy and timeliness.
- Translate data into actionable insights for field teams and leadership.
- Stakeholder Management & Enablement
- Work closely with Sales Leadership, ASMs, FA, IT, and external partners to ensure seamless execution.
- Drive training and capability building for field users and distributors.
- Identify systemic gaps and proactively recommend process and system improvements.
- Act as a change agent to embed digital discipline into sales execution.
Key Outcomes & Success Measures
- 100% SFA adoption with sustained usage across field and leadership.
- 90% DMS coverage and adherence across active distributors.
- Measurable improvement in sales productivity metrics and outlet coverage.
- High data reliability and leadership confidence in SFA/DMS reports.
- Faster issue resolution and improved collaboration between Sales and FA teams.
Skills & Competencies
- Strong understanding of General Trade sales operations and distributor-led execution.
- Proven experience in large-scale system rollouts and change management.
- High analytical capability with strong command over sales productivity metrics.
- Ability to work cross-functionally and influence without direct authority.
- Excellent communication, problem-solving, and stakeholder management skills.
Role Level & Interface
- Interfaces closely with Regional Sales Leadership, FA, IT, and Distributor partners.
- Operates as a business enabler role with pan-region responsibility.
