CPG Companies Need to Cultivate Sales Force Skills, Study Says

To meet retailer expectations, CPG companies need to broaden the skills possessed by their sales force, show the findings of a new study released by the Grocery Manufacturers Association, the Network of Executive Women and A.T. Kearney.

WASHINGTON — To meet retailer expectations, CPG companies need to broaden the skills possessed by their sales force, show the findings of a new study released by the Grocery Manufacturers Association, the Network of Executive Women and A.T. Kearney.

CPG sales and human resource executives polled as part of the research rated their talent management activities as “highly effective” only 9% of the time, with 68% planning to increase investment in their sales force talent management programs.

The study found that successful companies are cultivating talent by balancing formal, standardized management programs with individualized employee attention.

“Many CPG sales executives see a significant opportunity to improve upon the effectiveness of their own talent management programs,” said Brian Lynch, GMA director of sales and sales promotion, in a statement. “New opportunities exist in a low-growth economy and those companies who are willing to invest in the best and brightest sales force will be well positioned when recovery commences.”

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