FMCG CRM Implementation Playbook (90-Day Plan)
CRM projects fail when teams start with configuration instead of operating design. This playbook gives FMCG teams a phased rollout structure that protects field productivity.
Phase Plan
Days 1-15: Process and Data Contract
- Define visit, order, and follow-up steps for reps and managers.
- Lock mandatory fields for outlet, contact, SKU, and activity.
- Set quality standards before data migration.
Days 16-45: Controlled Pilot
- Pilot with one region and one frontline manager.
- Measure daily active usage, field completion, and follow-up hygiene.
- Document friction points and remove non-essential fields.
Days 46-90: Scale With Controls
- Expand territory by territory.
- Add automation only after data quality is stable.
- Publish weekly KPI reviews with action owners.
KPI Stack for Go-Live
| Tool | Rating | Price | Daily active reps | Mandatory field completion | Visit logging compliance | Manager coaching cadence | Coverage rate | Productive calls per day | Average order value | Task closure speed | Duplicate account rate | Stale pipeline rate | Missing next actions | Unassigned records |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
Adoption KPIs | 4.8 | Operational metric set | target >85% | target >90% | target >90% | weekly | ||||||||
Execution KPIs | 4.8 | Operational metric set | improving trend | improving trend | improving trend | improving trend | ||||||||
Data Quality KPIs | 4.8 | Governance metric set | declining trend | declining trend | declining trend | near zero |
Non-Negotiables
- Offline behavior must be validated in real field conditions.
- Territory ownership and account assignment rules must be explicit.
- Pipeline stages should map to actual sales motions, not generic templates.
FAQ
Disclosure
This site is created and maintained by the team at Lemmonade, an FMCG field sales CRM. We believe in transparency: when we recommend Lemmonade, we explain why. When another tool is better for a specific use case, we say that too.
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