Sales Effectiveness Lead

Candidate Expectations
Total Experience Relevant Experience: 8 12 years of experience in Sales

• Effectiveness, Sales Excellence, Sales Operations, Sales Strategy or
• related roles.
• Candidate Location: Anywhere in India

Skills
Mandatory: Sales Effectiveness, Territory Planning, Channel and Distribution Management, Sales Planning and Demand Forecasting

CandidateEducation and Certification - Qualification
MBA in Sales / Marketing / Agri-Business.

Bachelor's degree in Agriculture or a related field.

Detailed

Role Summary:

• The Sales Effectiveness Lead will be responsible for enhancing sales force productivity, improving channel efficiency and establishing data-driven decision-making across the sales organisation. The role involves translating business strategy into effective sales execution through tools, processes and performance monitoring. The candidate will act as a key link between Marketing, Product Management, R&D and Sales teams to drive business initiatives.

Key Responsibilities:

• A. Sales Force Productivity & Territory Optimisation
• Design and optimise territory structures at district and tehsil levels based on crop-wise potential, agro-climatic zones, market share and competition.
• Define optimal span of control and workload distribution for field sales teams.
• Drive effective sales team deployment across Kharif and Rabi seasons.
• Establish coverage norms for channel and farmer engagement.
• Monitor field sales productivity and territory performance.
• Drive bottom-up sales planning in coordination with regional teams.
• B. Sales Planning & Demand Generation Effectiveness
• Drive demand estimation based on acreage trends, crop-switching behaviour andhistorical secondary sales data.
• Establish productivity metrics for farmer meetings, demonstration plots and fielddays.
• Monitor sales plans against actual performance through structured reviews.
• C. Distribution Strategy & Channel Effectiveness
• Drive distribution strategy and channel-led market coverage.
• Define and monitor distribution width and depth.
• Develop channel segmentation frameworks, including distributor and dealer tiering.
• Improve secondary sales and channel throughput.
• Monitor inventory ageing, stock rotation and credit discipline.
• Identify gaps in last-mile distribution and retailer coverage.
• D. Sales Incentives & Motivation Programs
• Design incentive schemes aligned with sales growth, product mix and strategicbusiness priorities.
• Develop incentives to promote hybrid and high-margin crop products and new product launches.
• Ensure transparency and timely incentive payouts.
• Evaluate incentive program ROI and implement improvements.
• E. Sales Capability Building
• Identify capability gaps across frontline sales teams.
• Develop training programs covering product knowledge, agronomy advisory andselling skills.
• Support structured onboarding programs for new sales employees.F. Sales Systems & Analytics
• Drive adoption of CRM and Sales Force Automation (SFA) tools.
• Ensure data integrity and disciplined usage of sales systems.
• Analyse farmer adoption patterns, product performance and regional opportunities.
• Coordinate with IT and Data teams to improve reporting tools and dashboards.
• G. Cross-Functional Collaboration
• Work with Marketing on campaign planning and product positioning.
• Coordinate with Supply Chain for demand forecasting and inventory alignment.
• Collaborate with R&D and Agronomy teams to translate product performance insightsinto sales actions.
• Act as a bridge between business strategy and field-level execution.
• Other Specific Remarks
• Preferred industry experience in Seeds, Crop Protection or Fertilizers.
• Should have exposure to territory design, channel management, sales analytics andfield sales enablement.
• Should possess strong strategic thinking, execution and stakeholder managementskills.
• Experience in handling sales performance reviews and data-driven decision-making isimportant.
• The role involves close coordination with regional and zonal sales teams andmultiple internal departments.