Set goals
Channel- and team-specific outcomes. Sales per outlet, AOV and range sold.
Sales per outletAvg order valueRange soldFocus & must-sell
SFA-DMS FOR FMCG & CPG
The only SFA that uses AI to executeFMCG sales goals at territory level
Most platforms move your field operations online — visits logged, orders digitized, dashboards refreshed. None of them ensure your sales goals actually get executed on the ground. BeatRoute is the SFA + DMS built to turn goals into outlet-level action across GT, MT, HoReCa and B2B.
General Trade
with field & van sales
Modern Trade
with key-account execution
HoReCa & B2B
with merchandising teams
Trusted by leading FMCG & CPG brands worldwide
Why most SFAs never move your sales goals, and BeatRoute does.
BeatRoute
Ready to execute your FMCG sales goals from day one.
Development Platforms
Scalable, but slow, capex heavy, opex heavy.
Traditional SFA
Logs visits and orders. Doesn't execute goals at the territory.
How BeatRoute turns sales goals into territory-level execution.
Execute smarter
AI guides the highest-impact action and order at every outlet.
High-impact agendaAI order & rangePriority next actionScheme nudges
Gamify and incentivise
Incentives and gamification tied to each team's goals.
Goal-linked incentivesLeaderboardsStreaksRewards
Solve problems and course correct
Catch execution gaps in the moment, not at month-end.
Contextual nudgesCopilot Q&AManager co-working
GET STARTED
See your FMCG sales goals executed on the ground — in a 45-minute working session.
We'll model your GT, MT and HoReCa channels, your sales-per-outlet, order-value and range goals, and your focus brands. You walk away with a deployment plan, not a slide deck.
GOAL-DRIVEN AI
AI that points every field action towards your sales goals.
Order AI Agent
Builds AI-led order baskets that push focus SKUs, must-sells and range at every outlet.
Route Optimization AI Agent
Cuts territories and beat plans to reduce travel and add selling time.
Scheduling AI Agent
Sends managers to outlets and accounts where they need to step in.
Customer Insights AI Agent
Prepares a prioritized visit agenda for every outlet before the rep walks in.
VM Audit AI Agent
Audits planogram, on-shelf availability and share of shelf from a single photo.
BeatRoute Copilot
Answers reps and managers in plain English, with contextual nudges to each team's goals.
Make changes you could earlier only make on a development platform — in minutes, not months or years.
Different team hierarchies and SOPs by channel, region and category — without duplicate retail entries.
Primary and secondary sales and multi-level distribution, from distributor to retail outlet.
New KPIs, focus products and incentive rules — live in days, not a dev project.
Configurable incentive and gamification linked to the goals that matter to the business.
Switch capabilities on or off as channels, seasons and the business evolve.
Digital transformation often stalls when platforms lack functional scalability. At BeatRoute, we built this into our DNA so the platform can accommodate industry-specific nuances today and adapt almost without limit as business processes evolve tomorrow.
Vinay Singh, Co-founder, BeatRoute
Connect BeatRoute to your existing stack with Matrix middleware or APIs
Tally, Busy, SAP, Oracle or any ERP — plus your accounting, data lake, finance and HRMS systems — so primary and secondary sales reconcile without constant IT effort.
Take better decisions with your entire data.
Use built-in BeatRoute AI from day one.
Extend with BeatRoute Matrix as your operations grow — without ongoing IT effort.
More on FMCG sales execution
Case Study
How a Leading FMCG Brand Unified Order Execution Across Multiple Businesses with BeatRoute
At a Glance Industry FMCG – Packaged Food, Poultry Meat, Animal Feed Region South East Asia (Headquartered in the Philippines) Primary [ ]
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Podcast
Reimagining Digital Transformation For Enterprise FMCG Brands ft. Pallavi Nigam
Featuring: Pallavi Nigam, Digital Projects Head – Supply Chain at Mondelēz International Host: Nikhil Chaudhary, VP Marketing at BeatRoute The FMCG […
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Guide
FMCG Route to Market: Sales Teams, Distributors, and Retailers
TL;DR This guide is for FMCG sales leaders and distribution heads managing route-to-market execution across sales teams, distributors, and retailers.…
Read more→FAQ
Frequently Asked Questions
Why is BeatRoute the best SFA software for FMCG?
BeatRoute is the only Goal-Driven SFA + DMS built to execute FMCG sales goals on the ground — not just track activity. Where traditional tools log visits and digitize orders, BeatRoute sets the outcomes that grow the business — sales per outlet, average order value and range sold — by channel, territory and team, then drives reps to hit them with six live AI agents in the field. It runs distinct goals and SOPs across General Trade, Modern Trade, HoReCa and merchandising teams, pushes focus products and must-sell items at order-taking, and unifies primary and secondary sales on one data layer.
How is BeatRoute different from a traditional FMCG SFA?
Traditional FMCG SFAs were built to digitize the field — geo-tagged visits, order entry, dashboards and some analytics on top. They report what happened; they don't make the right work happen. That gap is expensive: FMCG brands lose up to 25% of sales to poor retail execution. BeatRoute is a Goal-Driven SFA: it turns each team's goals into contextual nudges during the visit, surfaces slipping targets in real time instead of at month-end, and lets reps and managers ask Copilot what to fix. The result is goal execution at the territory level, not just digitization.
Can BeatRoute set and drive sales goals by territory, channel and team?
Yes — this is the core of the platform. BeatRoute drives the outcomes that grow the territory — sales per outlet, average order value and range sold — with distinct targets across GT, MT, HoReCa and merchandising teams, plus focus products, must-sell lists and new launches by channel, segment and time period. Incentives and gamification link directly to those goals, so every rep is measured and motivated on what actually grows the business.
How does BeatRoute's Goal-Driven AI improve FMCG field productivity?
BeatRoute embeds six live AI agents directly in field execution. The Order AI Agent builds AI-led order baskets and range-selling at the point of order; the Route Optimization AI Agent cuts territories and beat plans to reduce travel and add face time; the Scheduling AI Agent flags where managers should intervene; the Customer Insights AI Agent prepares a high-impact visit agenda for every outlet; the VM Audit AI Agent automates shelf audits across five parameters from a single photo; and BeatRoute Copilot answers natural-language questions and pushes contextual nudges tied to each team's goals.
Does BeatRoute support primary and secondary sales, DMS and multi-level distribution?
Yes. BeatRoute includes a full DMS with both primary and secondary sales — a desktop portal and mobile app, plus WhatsApp-based nudges for deeper distributor engagement. It supports multi-level distribution with sales and inventory management at each level, from distributor to retail outlet, and offers native connectors for Tally, Busy and other accounting systems so data flows without constant IT effort.
Does BeatRoute work for both General Trade and Modern Trade?
Yes. BeatRoute supports GT, MT, HoReCa, B2B and merchandising on one platform, with segment-based SOPs — different prices, packs and workflows per channel, single or multi-level approvals, and category-based sales teams selling different portfolios on the same outlets without duplication. From beat planning and scheme activation to in-store execution, it adapts to your retail structure and your execution goals.