“Having a solid channel strategy is crucial for the mass consumption industry companies”.

Coca-Cola faced the challenge of effectively aligning the Direct Channel strategy with the Indirect Channel strategy to achieve the desired profitability.

The Direct Channel required structuring how sales representatives managed the points of sale. On the other hand, Indirect Channel Leaders needed to manage it with a proactive and value-added approach.

We assisted Coca-Cola in creating choreographies and playbooks for the Direct Channel (known as VBO, Well Organized Visit), and we also trained them in methodologies and skills for CAMs (Channel Account Managers) to be able to diagnose, prioritize, and manage each distributor most efficiently and effectively.

It involved a year of collaborative work with their business leaders, with C-level sponsorship, resulting in outstanding outcomes and improvements in the overall profitability of the business.

ACHIEVED RESULTS

• 5% improvement in global profit.
• Increased penetration in lagging categories.
• Institutionalized Commercial Coaching, both in Direct and Indirect Sales.
• Impact on efficiency on agendas, schedules, and routings.