How Aava Brands Achieved 30% Higher Sales Productivity with BeatRoute

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El desafío

As one of Nigeria’s fastest-growing FMCG players, AAVA Brands faced growing complexity in its sales and distribution operations. Managing 30+ global brands through over 5,000 field reps across General Trade (GT) and Modern Trade (MT) channels meant the need for unified, real-time execution became critical.

Key Issues:

• Inconsistent alignment between strategy and execution across field teams
  
• No unified view of primary and secondary sales data
  
• Manual tracking of sales KPIs, beat coverage, and performance behavior
  
• Delayed responses to issues like poor must-sell compliance or missed coverage
  

La solución

AAVA partnered with BeatRoute to deploy a goal-driven sales platform tailored for scale, flexibility, and frontline performance.

What Changed:

• Implemented BeatRoute’s Sales Force Automation and Distribution Management modules across field teams
  
• Integrated BeatRoute with Oracle Netsuite to bring real-time primary and secondary sales data into one view
  
• Enabled tracking of must-sell and focus-sell lists, mapped to retail execution KPIs
  
• Used features like attendance capture, geofencing, beat planning, and guided onboarding to streamline operations
  
• Provided sales leaders with role-based dashboards, making it easier to course correct with real-time insights
  
• Rolled out the platform across General Trade and Modern Trade channels with strong adoption

Resultados

Within months of deployment, AAVA experienced strategic and executional uplift across multiple business dimensions:

• 18–20% uplift in field force productivity due to structured daily execution
  
• 25–30% growth in store-level sellouts, driven by sharper tracking of distribution and coverage
  
• Improved visibility and accountability across sales and distribution operations
  
• Reduction in lead time for resolving execution gaps
  
• Scalable model now extended to all trade channels and product lines
  

Customer Testimonials

“BeatRoute has made our MIS systems far more robust. We now have deeper insights into SKU performance and market penetration, and we’re resolving operational issues faster than ever.”
- Ajit Nair, Managing Director, AAVA Brands

“For us, the platform’s configurability and smooth ERP integration have been key to scaling fast. BeatRoute has truly proven itself as a future-proof, game-changing solution.”
- Dayakar Reddy, Head of IT, AAVA Brands