Joint Sales Planning

JBP in FMCG: The Secret Sauce for Smarter Sales (Not Just Bigger Discounts) Let’s bust a myth first. JBP ≠ “Sir, aapka annual target bata do… hum 5% extra scheme de denge.” (Sir, just give us your annual target, we’ll throw in an extra 5% scheme.) That’s not Joint Business Planning — that’s panic planning. 🙃 A real JBP is when brand and trade plan together, not react to each other. ⸻ 🛒 In General Trade (GT) — a strong JBP with distributors means: ✔️ Beat expansion + Market coverage 📦 → e.g., Adding just 50 outlets/month can generate ₹1.5L incremental billing if avg. secondary per outlet is ₹3,000 ✔️ Scheme alignment + ROI optimization 📊 → Old model: 5% scheme, 2% return = ₹1.4L net loss on ₹20L billing 🎯 New JBP: 3.5% scheme, 0.5% return = ₹50K gain on ₹22L billing ✔️ Retailer loyalty & rotation 🔄 Fast-moving SKUs aligned with seasonal needs = less dead stock ⸻ 🏬 In Modern Trade (MT) — your JBP is your battlefield strategy: 🛍️ Fill Rate Jump Before JBP: 70% After aligning JBP with chain forecast: 92% 👉 Result? No more empty shelves = ₹60K+ additional monthly sale per store 📆 Promo Syncing → Aligning in-store promos with footfall calendar (e.g., salary dates, weekends) = 18% better promo ROI 💸 Visibility Optimization → Cut slotting wastage: Moved ₹10L investment → ₹7L focused investment = 21% more ROI ⸻ ✅ JBP Checklist (Across GT & MT): 1. Data before Discounts 2. Forecast before Freebies 3. Collaboration before Conflict 📌 “Na sirf maal bhejna hai, balki sahi waqt pe, sahi jagah pe bechna hai.” (Not just pushing stock, but selling it at the right place and time.) ⸻ 🎯 Remember: A strong JBP is not about “pushing sales” — it’s about “planning success”. 📺 Want to understand real JBP examples with numbers? Watch here: https://lnkd.in/dzthgJ-K 📢 Join 3,000+ sales minds learning the FMCG playbook: https://t.me/fmcgblueprint 🔗 Follow for grounded insights: LinkedIn: https://lnkd.in/dHgtAPV5 Twitter: https://lnkd.in/ddw-uBba YouTube: https://lnkd.in/dnbq-zDw Digital Products: https://lnkd.in/dNVVzXCj

𝐄𝐯𝐞𝐫 𝐟𝐞𝐞𝐥 𝐥𝐢𝐤𝐞 𝐒𝐚𝐥𝐞𝐬 𝐚𝐧𝐝 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 𝐚𝐫𝐞 𝐢𝐧 𝐚 𝐧𝐞𝐯𝐞𝐫-𝐞𝐧𝐝𝐢𝐧𝐠 𝐞𝐩𝐢𝐬𝐨𝐝𝐞 𝐨𝐟 '𝐓𝐡𝐞 𝐎𝐟𝐟𝐢𝐜𝐞'? Let’s get real: Sales and Marketing clash. Salespeople often see marketers as idealists who have no grip on the realities of the business world. On the other hand, sales folks think that marketing only cares about numbers and doesn’t understand what it takes to close deals. So, we know there’s a problem here, right? Right. And when things are out of sync — such as when these two teams aren’t working together or don’t have a shared understanding of how they should support each other — several unfortunate things can happen: ❌ 𝐌𝐢𝐬𝐬𝐞𝐝 𝐎𝐩𝐩𝐨𝐫𝐭𝐮𝐧𝐢𝐭𝐢𝐞𝐬: Whenever Sales and Marketing fail to collaborate, leads get dropped. ❌ 𝐈𝐧𝐞𝐟𝐟𝐢𝐜𝐢𝐞𝐧𝐜𝐲: Teams waste resources because they’re not aligned in their goals; this also creates redundant work. ❌ 𝐁𝐥𝐚𝐦𝐞 𝐆𝐚𝐦𝐞𝐬: When people start pointing fingers instead of working towards solutions, nothing good comes from it. ❌ 𝐃𝐢𝐬𝐣𝐨𝐢𝐧𝐭𝐞𝐝 𝐒𝐭𝐫𝐚𝐭𝐞𝐠𝐢𝐞𝐬: Without unified strategies, customer experiences will be all over the place; this causes confusion among potential buyers who might end up feeling ignored or misunderstood by both sides. At Wildnet Technologies, we saw this gap and took it head-on. Below is our game plan: 🔄 𝐏𝐫𝐨𝐦𝐨𝐭𝐞 𝐃𝐢𝐬𝐜𝐢𝐩𝐥𝐢𝐧𝐞𝐝 𝐂𝐨𝐦𝐦𝐮𝐧𝐢𝐜𝐚𝐭𝐢𝐨𝐧: Regular structured meetings between sales and marketing became the norm. We talked about key opportunities and challenges, set action items, and made sure to follow up on them. 🤝 𝐂𝐫𝐞𝐚𝐭𝐞 𝐉𝐨𝐢𝐧𝐭 𝐀𝐬𝐬𝐢𝐠𝐧𝐦𝐞𝐧𝐭𝐬 & 𝐑𝐨𝐭𝐚𝐭𝐞 𝐉𝐨𝐛𝐬: We implemented cross-functional projects and job rotations. Marketers got on sales calls; salespeople contributed to marketing plans. This immersive collaboration helped both teams understand each other’s craft. 📝 𝐈𝐦𝐩𝐫𝐨𝐯𝐞 𝐒𝐚𝐥𝐞𝐬 𝐅𝐞𝐞𝐝𝐛𝐚𝐜𝐤: We had to make feedback more efficient. We created shorter info forms, analyzed CRM data, and incentivized reps to share insights. This way, we could tap into valuable knowledge without disrupting selling time. 📊 𝐃𝐞𝐟𝐢𝐧𝐞 𝐭𝐡𝐞 𝐒𝐚𝐥𝐞𝐬 & 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 𝐅𝐮𝐧𝐧𝐞𝐥𝐬: Marketing was fully integrated into the sales funnel. Lead generation through contract negotiation – it was all done in sync by both departments to ensure a seamless customer journey and a united front. 🚀 𝐓𝐡𝐞 𝐎𝐮𝐭𝐜𝐨𝐦𝐞? 𝐀 𝐒𝐲𝐦𝐩𝐡𝐨𝐧𝐲 The change was amazing. Here’s what we accomplished: 📉 30% 𝐃𝐞𝐜𝐫𝐞𝐚𝐬𝐞 𝐢𝐧 𝐒𝐚𝐥𝐞𝐬 𝐂𝐲𝐜𝐥𝐞𝐬: Deals closed quicker. 💸 20% 𝐒𝐚𝐯𝐢𝐧𝐠 𝐨𝐧 𝐌𝐚𝐫𝐤𝐞𝐭-𝐄𝐧𝐭𝐫𝐲 𝐂𝐨𝐬𝐭𝐬: Penetrating new markets more efficiently. 📈 15% 𝐋𝐨𝐰𝐞𝐫𝐢𝐧𝐠 𝐨𝐟 𝐒𝐚𝐥𝐞𝐬 𝐂𝐨𝐬𝐭𝐬: Resource allocation optimized. What more can we do to improve Sales and Marketing alignment? Share your strategies and let’s learn from each other! #SalesAndMarketing #BusinessStrategy

I asked one question in a Lisbon boardroom. A year later, the account was worth close to $100 million. The team had spent 10 years with this customer. The slides were polished and the roadmap looked ready to execute. But something felt off. So I asked: "How much of this plan has been co-created with the customer?" The room went quiet. That's when I said something that made a few people uncomfortable. Account planning without customer validation isn't a plan. It's a hallucination. The best account plans aren't built in the office. They're built with the customer. So we shifted the conversation entirely. Instead of "how do we present this plan?” The question became "how do we build this together?" That meant: → Getting the plan in front of the customer's senior executives. → Inviting their input and challenging every assumption. → Building a joint roadmap with shared projects, shared metrics, and shared accountability. The team took it back to the customer. The customer challenged it, pushed back, and reshaped it. And that was the best thing that could have happened. What emerged wasn't the team's plan or the customer's plan. It was a plan both sides had truly co-owned. Grounded, pragmatic, and built on real alignment. That deepened the relationship in ways no internal presentation ever could. Twelve months later… close to $100 million. The most valuable account plans aren't the ones that live in your CRM. They're the ones your customer helped build. How many of your current account plans have actually been validated by your customer's CxOs? #SalesSkillsAreLifeSkills

"We need marketing and sales to work together better." It's the corporate equivalent of "we should grab coffee sometime" – frequently said, rarely executed well. The sentiment is right; the solution runs deeper than most realize. In years past, the playbook was simple:  Align on pipeline metrics, track MQLs and SQLs, and call it a day. Teams nod along in quarterly meetings, agree to "collaborate more," and return to their separate corners. But today's complex buying landscape, this surface-level alignment isn't enough – it's potentially harmful. The New Partnership Paradigm What's needed isn't just alignment – it's integration. Modern sales-marketing partnerships succeed when both teams recognize they're playing the same game, just from different positions. It's not about marketing tossing leads over the wall, or sales demanding more pipeline. This means: - Marketing isn't just creating leads; they're creating conversations - Sales isn't just closing deals; they're cultivating relationships - Both teams are focused on becoming trusted advisors in their market Getting Your Hands Dirty (Together) Real integration happens in the trenches with huddles where SDRs, AEs, and marketing teams dissect campaigns together – not to point fingers, but to find opportunities. The rhythm might look like this: - Weekly lead review sessions with front-line sales teams - Monthly campaign planning where sales has a voice from day one - Quarterly strategy sessions to adjust and optimize - Continuous feedback loops where insights flow both ways Building the Feedback Engine The magic happens when both teams commit to continuous learning. Marketing understands which leads are converting and why. Sales has insight into upcoming campaigns and content strategy. It's about building a system where: - Sales insights inform marketing priorities - Marketing intelligence shapes sales conversations - Both teams adapt based on shared learnings - Customer feedback reaches both teams simultaneously Beyond Traditional Metrics The new model measures success differently. Look for: - Depth of prospect engagement - Quality of customer conversations - Speed of feedback implementation - Shared understanding of ideal customer profiles - Joint contribution to revenue strategy The Path Forward This evolution requires: 1. Leadership commitment to true integration 2. Structured processes for collaboration 3. Shared metrics that matter 4. Regular forums for honest feedback 5. Willingness to adjust and experiment The result? A revenue engine that's greater than the sum of its parts. Where marketing and sales don't just align – they amplify each other. Companies that master this integration see shorter sales cycles, higher conversion rates, and – most importantly – better customer relationships. Because when marketing and sales truly work as one, customers see partners in their success. In today's market, anything less is just grabbing coffee.

FMCG Sales & Marketing Execution Alignment Checklist In FMCG, winning in the market is not just about having a great brand or wide distribution rather it’s about flawless execution. Sales Execution ensures that products are always available, visible and sold in the right channels while marketing execution builds brand desire and consumer pull through well planned campaigns and activations. However, true success comes when Sales and Marketing are not working in silos but in tight alignment, moving together with a shared goal that leads to driving sustainable sales growth and building consumer loyalty. Here is listed down checklist serves as a practical guide to help Sales and Marketing teams: 1️⃣ Strategy Alignment ✅ Sales & Marketing share the same business objectives (volume, value, market share). ✅ Joint understanding of consumer segments and shopper insights. ✅ Marketing calendar and Sales push calendar are fully aligned. ✅ Clear roles and responsibilities defined (who leads what part of execution). 2️⃣ Joint Planning ✅ Marketing shares campaign plans with Sales at least 4-6 weeks ahead. ✅ Sales shares retailer calendars and trade promotion plans with Marketing. ✅ Joint plan for key launches and seasonal activations (pre , during , post campaign). ✅ Unified KPI dashboard covering both sales and marketing metrics. 3️⃣ Execution Readiness ✅ All necessary sales materials (POS, shelf talkers, displays) ready before campaign. ✅ All distributor partners briefed and stock secured. ✅ Sales teams trained on campaign mechanics and messaging. ✅ Marketing ensures ATL/BTL campaigns are actionable in retail environments. 4️⃣ In market Execution ✅ Field sales team executing Perfect Store principles aligned with marketing. ✅ Real time tracking of on shelf availability, share of shelf, promotion compliance, display compliance & consumer engagement (activation events). ✅ Feedback loop from sales field teams to marketing team (fast cycle). 5️⃣ Post Execution Review ✅ Joint Sales + Marketing campaign debrief conducted. ✅ Analysis of sell in and sell out vs. targets, execution compliance,shopper response and sales uplift & lessons learned. ✅ Insights shared to inform future campaigns. ✅ Recognition and rewards for execution excellence across both teams. 6️⃣ Continuous Improvement ✅ Monthly Sales + Marketing sync meetings on execution health. ✅ Ongoing training for Sales on marketing activation excellence. ✅ Regular shopper behavior updates shared with Sales. ✅ Marketing team visits trade/retail channels monthly to stay connected to reality. Key Point: 👉 Key mindset: One Team, One Execution; not Sales vs. Marketing, but Sales + Marketing vs. Market. 👉 Execution excellence comes from tight alignment + fast feedback + constant learning. This checklist and fostering a culture of joint execution, FMCG businesses close the gap between strategy and in market reality and win both at the shelf & in the hearts of consumers.

Your biggest revenue leak isn’t lack of leads — it’s the silent war between Sales and Marketing. When two teams share the same target but operate in isolation, growth stalls. Marketing produces campaigns. Sales handles customers. But without shared intelligence, both sides miss the mark. Where things break down • Marketing builds personas based on assumptions • Sales uncovers real objections and buying triggers • Marketing crafts messaging from theory • Sales hears the unfiltered truth daily • Insights stay locked within teams • Collaboration becomes optional • Growth becomes accidental The real issue Marketing plans content and strategy using reports and trends. Sales gets live feedback straight from the people who buy. Yet the most important insights rarely make their way back into the marketing engine. It’s like watching a climber scale a wall: one person creates the base, the other uses it to rise. That’s exactly how Sales and Marketing should function — one unified system. The alignment model 1. Shared Reality • Weekly joint reviews • Marketing participates in sales calls • Sales audits messaging and content • Customer language captured and shared 2. Common Targets • Pipeline, not vanity metrics • Revenue, not activities • Quality over volume • Customer success as a shared outcome 3. Continuous Feedback Loop • Sales validates personas • Marketing refines messaging based on real objections • Results reviewed together • Adjustments made consistently Your alignment action plan 1. Set a weekly Sales–Marketing sync 2. Build one shared “Voice of Customer” document 3. Bring Marketing into live sales calls 4. Create a unified performance dashboard Because just like the wall climbers — one can’t reach the top without the other. Aligned teams don’t just grow… they scale. #SalesAndMarketing #RevenueGrowth #GoToMarket #CustomerInsights #B2BMarketing #SalesStrategy #MarketingLeadership #BusinessAlignment #GrowthStrategy

Muddy and misaligned expectations between sales and partnerships is the quickest way to the Partnerships Death Cycle. To create a seamless relationship between sales and partnerships, you need to establish shared goals early even before the first lead even hits the pipeline. It's critical to define roles, responsibilities, and what success looks like together. Here’s how to make it happen: 1. Start by aligning on specific, measurable goals. Ask questions like: • How many partner-sourced leads does the sales team aim to close each quarter? • What role do sales reps play in partner engagement, from initial outreach to co-selling? • How will success be measured—partner deal velocity, win rates, or total revenue? 2. Avoid the “it’s not my job” trap by clearly defining responsibilities. For example: • Partnerships manage the relationships and bring qualified leads to the table. • Sales ensures timely follow-up and integrates partner insights into the customer journey. A joint kickoff meeting is the perfect way to ensure both teams are rowing in the same direction. Use this time to: • Share the partnership strategy and how it supports sales goals. • Walk through the sales process for partner-sourced leads. • Address potential friction points (like lead ownership or attribution) before they arise. 3 .Keep this alignment ongoing. Regular check-ins help adjust goals, track progress, and ensure everyone stays on the same page. When sales and partnerships work in sync, the whole organization benefits.

Sales: We want to run ABM with you. We need to improve lead quality and pipeline coverage. But our BDR has only 5 hrs/week. Here is what happens next: ABM WITHOUT DEDICATED SDR. - Broad list-building. No prioritization based on awareness, engagement and intent signals. All accounts are assigned by territory and size. - AI-based "research" pulling generic public information anybody can get in second from ChatGPT - Marketing runs more targeted demand gen to generate MQLs and inbound inquiries with further handover to sales - Sales sends the same outbound cadences personalized by title and the research pulled from ChatGPT - All accounts are treated the same way Pause for a second and guess: Who is blamed when this program fails? The right answer is..... Marketing! ABM WITH A DEDICATED SALES REP - Joint program planning: from narrative and account selection to account development - Clusters replace segments and verticals for targeting - All accounts are prioritized based on revenue potential, vendor awareness, relationship, and product-need evidence - In-depth desk and 1:1 research mapping product value to key initiatives and buyer JTBDs - Detailed buying committee mapping including Champions, Decision-makers, Power Users, and Influencers - Continuous nurturing and engagement playbooks aligned with intent level and vendor awareness - Constant multi-threading - Constant value-added touchpoints: personalized messages based on captured signals, thoughtful commenting, content sharing, event invites - Joint weekly reviews and planning TLDR; To make ABM work you need to have a rep that is constantly researching and engaging with the buying committee groups of target accounts. Not via automated cadences, but via constant, personalized engagement. No budget and technology will compensate it. Some sales teams sometimes think that "not pitching all the time" is not prospecting. But they forget about the reality of enterprise B2B buyer journey. First, you need to be known. Second, you need to get into a shortlist. Third, you need to have credibility. Fourth, you need to help creating a compelling reason to change now and sell internally. It's not possible with quarter air cover, marketing campaigns and outbound cadences. It's possible with a continuous relationship building with strategic accounts.

Co-selling with partners is simple—but don't mistake that for easy. Sure, on paper, it sounds like a no-brainer. Two companies team up, leverage each other's strengths, and ride off into the sunset with bigger deals and higher win rates. Simple, right? Absolutely. But easy? That’s a whole different beast. The reality is, co-selling demands a level of coordination that most sales teams aren’t ready for. Your partner has different priorities, different processes. And, let’s face it, different egos at play. Navigating all of that takes effort. And that’s the problem. A big problem. But here’s the thing. When done right, co-selling is 🔥 Build it on trust, communication & value. It can be your most powerful revenue-growth strategy. The best partnerships are built with design and orchestration. It takes time, effort, and sometimes swallowing a bit of pride. ▶ In the end, it’s not the simplicity that trips teams up — it’s the hard work that makes it successful. ⚡ Warning ⚡ Many teams think they can just ask their partners a few warm leads, do a little “joint selling,” and magically hit their revenue targets. 📸 Newsflash 📸 If you’re not putting in the work to align goals, train your teams on co-selling techniques, and build a real relationship with your partners, you’re just creating a disjointed mess. ⚒ Actions ⚒ To enable and activate co-selling effectively consider these areas: 1. Alignment of ICP, goals and objectives. 2. Establish clear process and rules of engagement 3. Provide co-selling training for teams. 4. Integrate CRM systems for tracking. 5. Host joint account mapping sessions. 6. Create clear incentives for collaboration This is all underpinned by deploying strong and clear partner leadership, to design, orchestrate and execute the plan. An expert in co-selling can have an incredible multiplier effect on your revenue growth and success. I'm interested in your commitment and resourcing in co-selling. Do you have a specialist co-selling leader to transform your fortunes? #coSelling #Unleashyourpotential

Are You Running a Sales Process? Or Just Hoping For A Sale? "Deals don’t stall because buyers lose interest. They stall because the path forward was never clear." The difference between a “hope-based” close and a “plan-based” close isn’t just organization, it’s mutual accountability. One leaves next steps floating in inboxes. The other puts them in writing, co-owned by seller and buyer. That’s the power of a Mutual Action Plan (MAP) — a simple, shared document that aligns milestones, responsibilities, and timelines so no one wonders, “What happens next?” Here’s how to make MAPs your competitive edge and eliminate stall points… 1. When You Kick Off Discovery ↳ Instead of “We’ll follow up with some next steps.” ↳ Say “Let’s create a joint plan so we both know exactly how to get this done.” 2. When Defining Milestones ↳ Instead of “We’ll try to have the proposal ready next week.” ↳ Say “By Friday, I’ll deliver the proposal. By Tuesday, you’ll review and send initial feedback.” 3. When Involving Stakeholders ↳ Instead of “Loop in whoever you think should see this.” ↳ Say “Let’s add your CFO, IT lead, and department head to the plan so there are no last-minute surprises.” 4. When Addressing Risks ↳ Instead of “We’ll cross that bridge when we get there.” ↳ Say “Here’s how we’ll handle security review so it doesn’t delay contracting.” 5. When Tracking Progress ↳ Instead of “Just checking in to see where things stand.” ↳ Say “According to our plan, the next step is your legal review—are we still on track?” 6. When Entering Procurement ↳ Instead of “I’ll wait to hear back from your team.” ↳ Say “Per our plan, procurement approval is due by the 15th so we can hit your go-live date.” 7. When the Buyer Gets Busy ↳ Instead of “No problem, let’s push this back.” ↳ Say “If we move this milestone, will it impact your launch or ROI date?” 8. When Closing the Deal ↳ Instead of “We made it—contract’s signed.” ↳ Say “Here’s the final milestone in our plan—kickoff meeting on Monday.” - Good sellers react to buyer delays. - Great sellers design a path that makes delays nearly impossible. - Good sellers track “touchpoints.” - Great sellers track joint progress toward a shared goal. If your deals keep stalling, it’s not always because of the buyer. It’s because you never gave them a clear, co-owned path to win. Build the plan together. Stick to it. Close faster... "Lead Different. Sell Smarter. Win with Purpose." --- ♻️ Share this post with a sales leader who needs to hear it and follow me for more strategies to grow your team…👇 👉 Follow me on LinkedIn: [https://lnkd.in/eejPkWvX) 👉 Beyond The Funnel Newsletter: [https://lnkd.in/eXTPWb9p) 👉 My latest e-Book: [https://lnkd.in/eUcc_Mzr) PS: Thanks for reading!