Case study · FMCG
See sales and field effort in one place.
We unified three disconnected systems into one warehouse for a fifty-year-old FMCG producer, cutting fulfilment turnaround by 27% and giving the sales head a same-day view of field effort.
Engagement detail
The problem
A leading FMCG producer, fifty years in the industry, with a distribution network across multiple states and over a thousand employees. Three systems ran the sales process and none of them talked: an ERP for primary sales, a Distribution Management System run by distributors for secondary sales, and a Field Salesforce App for order-taking and attendance. Sales leadership couldn't answer basic questions — how primary sales converted to secondary week on week, how well distributors fulfilled orders and how long that took, how productive the field force was, and whether teams followed their routes.
What we built
We built a data warehouse integrating all three systems, with the engineering pipeline running on AWS Cloud using a cloud warehouse for storage, connected to a Tableau BI layer. Dashboards were designed around the organisation's existing business processes and refreshed four times a day to match how the business works.
Impact
- 15% increase in sales efficiency, from visibility into field-force effort and attendance across regions in near real time.
- 25% improvement in route adherence.
- 15% improvement in order fulfilment rate, with a 27% reduction in fulfilment turnaround time.
On sourcing. Every fact and figure here comes from Sail Analytics' project record for this engagement. Client names are withheld where they were not released for publication.
The measured result
What the client measured.
−27%
Fulfilment time
Turnaround on orders.
+25%
Route adherence
Field-force compliance.
+15%
Fulfilment rate
Across distributors.
+15%
Sales efficiency
Effort translating to sales.
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