The Road 2 Retail welcomed Paul Kenny – Operating Partner at Stride Consumer Partners. Paul discusses his views on the importance of the Sales function within an emerging brand.
Paul has had a long, successful career building CPG brands of all sizes as a Sales leader. Heading a Sales function at an emerging brand calls for flexibility and a willingness to “get in the game” personally. Among the topics covered in today’s show:
– To be the sales leader of a small, emerging, challenger brand you MUST be a player coach. Willing to lead the team and handle tough tasks yourself. Not an environment to delegate everything
– Paul shares his five “Sales Accelerators” to improve the performance of a selling organization
– The importance of matching sales talent to the class of trade, region or account they are calling on to enhance the potential for success
– Emerging brands need to instill confidence in a retailer that their brand story is backed by facts and that the retailer understands the brand knows the direction their category is headed