How CPG Sales Leaders Can be Rockstars in their Next Board Meeting

For sales leaders in the consumer packaged goods (CPG) industry, board meetings are pivotal moments to demonstrate your team's performance, tackle challenges, and present strategic plans. Being thoroughly prepared is crucial to gain confidence from your board members and drive informed decision-making. 

What AI thinks CPG board meetings look like

1. Review Key Sales Metrics

Start by reviewing your team’s key sales performance indicators (KPIs). These metrics provide a snapshot of your sales health and are critical for board members to understand your current standing.

Key Actions:

• Sales Performance: Analyze sales data, including year-over-year growth, sales by product category, and regional performance. Highlight significant trends or deviations.
• Market Share: Assess your market share relative to competitors. Use industry reports and market research to provide context.
• Profit Margins: Review gross and net profit margins. Explain any fluctuations and their impact on the bottom line.
• Customer Metrics: Track retailer and distributor assortment wins and opportunities. Understand pacing vs. the budget.

2. Know Your Trade Rates and Costs of Sales

Understanding your trade rates and landed costs by retailer is essential for managing spend and maximizing profitability. Ensure you have a clear picture of how these rates are affecting your overall sales performance.

Key Actions:

• Detailed Analysis: Using the promotions schedule, understand trade rates by each retailer to clearly see where you are investing and the returns you are getting.
• Cost Management: Identify any retailers with particularly high trade rates and develop strategies to negotiate better terms or optimize promotional spend.
• Performance Metrics: Track the effectiveness of trade promotions by retailer, linking these to sales performance and profitability. By understanding each event’s cost per incremental unit, you can focus on what works, saving valuable trade spend. 

3. Monitor Pacing vs. Budget

Keeping a close eye on your pacing versus budget for both consumption data and shipments is critical for staying on track and meeting your financial goals.

Key Actions:

• Real-Time Data: Utilize real-time data tracking tools to monitor sales and shipment pacing against your budget.
• Consumption Data: Analyze consumption data to understand consumer demand and adjust your sales strategies accordingly.
• Forecast Adjustments: Make necessary adjustments to your sales forecasts based on current pacing data to ensure you stay within budget.

4. Optimize Product Assortment

Ensuring that your product assortment meets the needs and preferences of each retailer’s customer base is crucial for maintaining and growing your market presence.

Key Actions:

• Market Research: Conduct thorough market research to understand consumer trends and preferences. Use this data to inform your product assortment.
• Performance Analysis: Regularly analyze the performance of your products by retailer. Identify top performers and underperformers, and adjust your assortment accordingly.
• Innovation: Continuously innovate and introduce new products that meet emerging consumer needs and preferences.

5. Prevent Surprise Delistings and Chargebacks

Unexpected delistings and chargebacks can have significant financial and reputational impacts. Proactively managing these risks is essential for maintaining retailer relationships and protecting your bottom line.

Key Actions:

• Retailer Communication: Maintain open lines of communication with retailers to address any issues before they lead to delistings.
• Compliance Monitoring: Ensure compliance with all retailer requirements to avoid chargebacks. Regularly review and update your processes to meet retailer standards.
• Performance Reviews: Conduct regular performance reviews with retailers to identify and address potential issues that could lead to delisting.

• Understand the Supply Chain: Create a joint business planning infrastructure with distributors to ensure that the entire supply chain is ordering as efficiently as possible.

6. Craft a Compelling Presentation

Your presentation to the board should be clear, concise, and compelling. Use data and visuals to support your points and keep your audience engaged.

Key Actions:

• Structured Agenda: Create a structured agenda that covers all key topics and allows time for discussion and questions.
• Data Visualization: Use charts, graphs, and other visual aids to present data effectively. Ensure that your visuals are easy to understand and support your narrative.
• Practice Delivery: Rehearse your presentation to ensure smooth delivery. Be prepared to answer questions and provide additional information as needed.
• Executive Summary: Provide a concise executive summary that highlights the key takeaways from your presentation. This will help board members retain the most important information.

7. Engage Your Board Members

Effective board meetings are interactive and collaborative. Encourage board members to participate actively and provide valuable insights.

Key Actions:

• Pre-Meeting Materials: Send out pre-meeting materials well in advance, allowing board members to review and prepare.
• Interactive Discussions: Foster interactive discussions by asking for feedback, addressing concerns, and considering different perspectives.
• Action Items: Clearly outline action items and next steps at the end of the meeting. Ensure that responsibilities are assigned and timelines are set.

Conclusion: Be Prepared and Proactive

Getting a handle on your sales operations before your next board meeting involves thorough preparation, detailed analysis, and strategic planning. By focusing on trade rates, budgeting, product assortments, and proactively managing risks, you can present a comprehensive and compelling overview of your sales performance, demonstrate your leadership, and build confidence among your board members.

Ready to Make Sure You can Answer the Board’s Questions with Confidence?

At Modus Planning, we specialize in helping CPG sales leaders prepare get a handle on their sales performance. Contact us today to learn how we can support you in presenting your sales strategies effectively and achieving your goals.