Primary, Secondary & Field Efforts unified — one view of FMCG sales performance

The Opportunity

India's foremost producer of sunflower oil — 50+ years of heritage, 1,000+ employees, FMCG distribution across multiple states — faced the classic fragmentation challenge of a mature, high-volume distribution business. Sales data lived in three disconnected systems: SAP captured primary sales (company to distributor), DMS tracked secondary sales (distributor to retailer), and SFA logged field-force activity (rep visits, orders, and outlet coverage). The Sales Head had no unified view of how these three layers connected. Primary-to-secondary conversion rates, fulfilment efficiency, order turnaround time, field productivity, route adherence, and outlet-level coverage — all critical FMCG metrics — went unanswered on a daily basis. Strategic questions that should have taken minutes required days of manual data reconciliation across teams.

• 01Primary-to-secondary sales conversion invisible day-to-day.
• 02Order fulfilment efficiency and turnaround time unmeasured.
• 03Field-force productivity and route adherence untracked.
• 04No single source of truth for the Sales Head.
• 05Manual reconciliation across SAP, DMS, and SFA consuming analyst bandwidth that should have been directed at strategic planning.
• 06Competitive FMCG market requiring same-day visibility into distribution execution — weekly cycles were too slow to course-correct.

The Solution

We integrated SAP, DMS, and SFA into a single AWS Redshift warehouse through a purpose-built data engineering pipeline. The pipeline handled schema normalization across three fundamentally different source systems, deduplication of cross-channel transactions, and time-zone alignment for accurate intra-day reporting. Tableau dashboards were modeled on existing business processes — not generic templates — mirroring the exact workflows the Sales Head, regional managers, and field supervisors used to run the business. With a 4× daily refresh cadence, every stakeholder from the C-suite to the field operated on the same numbers, eliminating the reconciliation debates that had previously consumed meeting time.

• 01AWS Redshift warehouse unifying SAP, DMS, and SFA.
• 02Engineering pipeline with quality checks and 4× daily refresh cadence.
• 03Tableau dashboards mirrored to existing primary, secondary, and field workflows.
• 04Drill-down from national rollup to individual rep, route, and outlet.
• 05Automated data quality checks at ingestion — flagging anomalies before they propagated into dashboards.
• 06Field-force attendance and visit-level tracking integrated with secondary sales to measure effort-to-outcome correlation.

The Impact

Real-time visibility into field-force efforts and attendance enabled proactive intervention — replacing weekly retrospection with same-day course correction across primary, secondary, and field operations. The Sales Head moved from spending the first half of every Monday reconciling numbers to starting the week with a clear, trusted view of the previous week's performance and the current week's trajectory. Regional managers used intra-day dashboards to redirect field resources to underperforming routes before the day ended. The cultural shift from 'data as a retrospective report' to 'data as an operational lever' was as significant as the measurable efficiency gains.

• 0115% increase in sales efficiency through real-time field-force visibility.
• 0225% improvement in route adherence and customer-visit consistency.
• 0315% improvement in order fulfilment rate.
• 0427% reduction in order fulfilment turnaround time.
• 05Same-day course correction replacing weekly retrospection — enabling proactive redistribution of field resources to underperforming territories.
• 06Reconciliation debates eliminated — every stakeholder from the Sales Head to field supervisors operating on a single, trusted data set.