How to Choose a CRM for FMCG Field Sales Teams
Use this framework to evaluate CRM options against the way your team actually sells in the field. CRM selection should start with operational reality, not feature checklist theater.
Step 1: Define Sales Motion
Map route frequency, account coverage targets, and order volume by rep.
- How many visits per rep per week?
- Which outlets are priority tier A/B/C?
- Where do reps lose time today?
Step 2: Score Operational Requirements
Prioritize mobile speed, offline support, and route planning quality.
Recommended weighting:
| Criteria | Weight |
|---|---|
| Field workflow fit | 40% |
| Data model flexibility | 25% |
| Implementation risk | 20% |
| Commercial fit | 15% |
Step 3: Run a Structured Pilot
Compare adoption and data quality over one full reporting cycle.
Pilot checklist:
- One region, one manager, one reporting cycle.
- Mandatory data fields enforced from day one.
- Weekly review of adoption + data quality + sales signal.
Step 4: Decide With Evidence
Choose the platform that improves productive calls, coverage quality, and manager visibility without increasing admin burden.
What to Avoid
- Over-indexing on demos instead of day-30 behavior
- Buying enterprise complexity too early
- Treating integrations as phase zero blockers
Related Reading
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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