Building a top consumer goods sales force

Spurred by increasing demands from retailers, more than three-quarters of North American consumer goods makers have restructured their sales forces since 2002. But few manufacturers managed to parlay these changes into higher market share and lower costs.
What separates a top sales force from the rest? A survey finds that top manufacturers focus more resources on key customers, organize their key-account teams differently, and customize their services to meet the evolving needs of specific retailers more effectively.
Despite the increasingly demanding relationship between supplier and retailer, the survey finds that many sales force organizations apparently take a shortsighted view of talent management.

Exhibit 1: Three-quarters of consumer goods makers have reorganized their sales forces.
Exhibit 2: Winners focus more resources on fewer key accounts.
Exhibit 3: Winners customize services to retailers' needs.

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