Sales Excellence Manager

SAJ Food Products (P) Ltd - Bisk Farm; Kolkata District; On-site; INR 1,200,000 - 1,800,000; Full time

Job summary

SAJ Food Products (P) Ltd - Bisk Farm is seeking a Sales Excellence & Capability Development Manager to strengthen the sales organization through structured programs, KPI-driven dashboards, and data-informed decisions.

The role covers sales productivity, performance management, capability development, and AI-enabled selling with close collaboration across Sales, HR, Marketing, Finance, IT, and Supply Chain to drive sustainable growth.

Qualifications

• Experience in applying sales excellence frameworks across channels.
• Ability to drive dashboards and analytics for frontline productivity.
• Proven track record in capability development and learning journeys.

Responsibilities

• Drive sales excellence frameworks across all sales channels.
• Monitor productivity dashboards and recommend corrective actions.
• Partner in target setting, territory planning, and KPI scorecards.
• Lead learning journeys, functional and behavioural training, and measure impact.
• Promote SFA adoption, digital tools, and data-driven selling.
• Develop prescriptive selling initiatives and incentive programs.
• Collaborate with HR for career development and succession planning.

Skills

Sales analytics

Training & coaching

Digital adoption

Performance management

KPI scorecards

Field coaching

Cross-functional collaboration

Prescriptive selling

Incentive design

Talent development

Tools

SFA adoption

DMS

SAF

Job description

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.

1. 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.

2. 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.

3. 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.

4. 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.
• Improve adoption of DMS and SAF and digital sales tools.
• Assist in sales analytics dashboards and actionable insights.

6. AI & Personalized Selling

• Partner in prescriptive selling initiatives.
• Develop SKU recommendation, MSL compliance, upsell and cross-sell recommendations.
• Partner with HR on career development program
• Design incentive and recognition programmes.
• Support succession planning and talent development.

8. Process Governance

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

9. 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
• New Age Selling - MSL Compliance, Upsell/Cross-sell Conversion
• Target Achievement

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.