FOOD AND DRINK
“ For example , with sales force automation ( SFA ), we show what it will look like in the next few years . If I ’ m bringing in this thinking , it can then be built into their roadmap . When I first joined in 2014 , Mondelēz ’ s sales force were selling via pen and paper . In some rare instances , they may have had Netbooks ,” he continues .
“ We made a big bet for our sales force to use mobile devices . It was a necessary first step . The full deployment of mobile devices has become more cost effective and ubiquitous . It makes data available to us almost instantaneously . We use app stores which are freely available to mass deliver the app . Looking at what ’ s next , I asked instead of giving sales reps the app , why don ’ t we give the retail stores the app , where they can have this service on their mobile devices in the store .”
“ Beyond this , we looked at chatbots via Facebook Messenger and so on . We have different technologies , bringing intelligence behind it as well . Machines can figure out what to sell best in that store based on
“ We remain focused on wanting to be the best snacking company in the world , by delivering moments of joy ”
Henson Sy , Director of Information Technology
history and location trends , and let the sales staff just monitor or manage relationships ,” he adds . In the area of net revenue management , which is one of the hardest capabilities to introduce to any FMCG company , we implemented a regional tool from Retail Insights . In this space , it is extremely rare to find one tool implemented in a whole region but we did that so every market now views and measures trade numbers the same way .
Upon implementing SFA for
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