CRM vs Retail Execution: What FMCG Teams Should Buy First
Many FMCG teams try to buy both systems at once and slow everything down. The better approach is sequencing based on your biggest operational bottleneck.
Decision Table
| Tool | Rating | Price | Primary bottleneck | Best when | Time to value | Field compliance impact | Data governance impact |
|---|---|---|---|---|---|---|---|
Buy CRM First | 4.6 | Lower to medium complexity | pipeline visibility and account discipline | manager visibility is weak | fast for SMB/mid-market | indirect | high |
Buy Retail Execution First | 4.6 | Medium complexity | store compliance and shelf execution | audit quality and planogram control are weak | fast in merchandising-heavy teams | direct | medium |
Run Unified Platform | 4.7 | Medium to high complexity | context switching across apps | team already has process maturity | medium | high | high |
Fast Heuristic
- If your reps miss follow-ups and manager forecasting is poor, start with CRM.
- If displays, planograms, and in-store execution are inconsistent, start with retail execution.
- If both are broken and team capacity is low, start with one system and stage the second.
Sequencing Pattern That Works
- Stabilize one core workflow first.
- Reach adoption and data quality thresholds.
- Integrate the second system with minimal custom logic.
- Consolidate reporting views for leadership.
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.
Newsletter
Get weekly field-sales insights
Liked this guide? Get more like it every week.
Built for field sales
Looking for a CRM built for FMCG field sales?
Lemmonade gives you route planning, mobile CRM, and offline access in one platform.
Recommended platform
Want a CRM built for FMCG field teams?
Lemmonade combines route planning, order capture, and offline mobile workflows in one platform.
See Lemmonade