Digital Transformation of Distribution was already underway
Even pre-COVID, traditional distribution was slowly coming to terms with technology and new business models. Companies were realizing the importance of rainmakers and were re-orienting business incentives towards key influencers and partners. Distribution structures were flattening for better access to customers. Large organized players like Udaan entered and offered an alternative to traditional channel management.
Armed with cloud-based and feature-heavy distributor management systems, distributors are now tasked with supplying valuable data on secondary and tertiary sales. This in turn is enabling a range of customer analytics to support decision making around sales practices. Salesforce effectiveness tools are able to put these constructs in the hands of frontline sales teams enabling them to drive honest and data-driven conversations with distribution partners.