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.