Samrat Thoom

Responsible for Implementing sales effectiveness processes in Field Crops. Focus on implementing strategies, processes, and tools to enhance the efficiency and effectiveness of the sales team's activities.

• Territory Expansion: Expanded our presence in key cotton geographies across Telangana, Andhra Pradesh, Tamil Nadu, and Maharashtra by adding 10 new territories, strategically allocating temporary resources based on market potential.
• Resource Realignment: Realigned resources based on product volumes in Northern regions, resulting in improved market share in Southern and Central India's core cotton markets.
• Data-Driven Strategies: Mapped Cotton, Rice and Millet ,leveraged internal and external data to identify market trends and opportunities, informing corporate sales strategies and achieving growth targets.
• Collaborative Planning: Collaborated with the marketing team for 5-year planning, product launches, and ramp-ups, ensuring alignment between sales and marketing efforts
• Co-ordination with Product development & marketing to define sampling strategy , and training the sales team on the same.
• Channel Management: Segmented channels and designed an omnichannel roadmap, enhancing the productivity of our distribution network.
• Retailer Loyalty Scheme: Improved and implemented a retailer loyalty scheme, increasing participation (>80%) and redemption (>95%), thereby mapping actual point-of-sale to farmers.
• Training Initiatives: Designed and conducted training programs for temporary manpower, focusing on product knowledge and ROI communication.
• Talent Development: Conducted a comprehensive 9 Box Evaluation of temporary resources, aligning their roles with commitment and performance goals, resulting in a high-performing team.
• Compensation Management: Collaborated with HR and finance to finalize Field Development Officer (FDO) incentive and increment plans, aligning them with performance and organizational goals.
• Financial Stewardship: Demonstrated strong financial acumen by overseeing budgeting and tracking of temporary resource budget allocations on a regional basis, ensuring precise month-wise budget management.
• Demand Management: Proficient in meticulously tracking demand generation and liquidation, serving as a vigilant sentinel for any deviations. My role involves providing timely guidance to the team, ensuring agile responses to maintain seamless operations.

Leadership & Management:

• Successfully coached and guided the Sales Effectiveness team at clusters, assigning specific deliverables for optimized performance.
• Conducted onboarding and induction programs for temporary resources, territory managers, regional managers, and cluster leads.

Responsible for Analyzing and recommends strategic priorities, sales force performance metrics and sales effectiveness tracking methods to maintain and improve the company’s competitive advantage in the market.

• Shared analysis of block movement and impact of key metrics on sales immediately post sales along with logical sales plan for next year which has helped in Manpower realignment, better Sale planning.
• Coordinated with Agronomy team for product fitment and distributed Samples planning in key geographies and planned and executed demand generation activities which helped in achieving new hybrid sales of 200MT (P3302 and P3304).
• Trained and prepared SOP and communication for frontline team in PSA for Mega VLM regarding LumiGEN Seed Treatment and FAW control measures which resulted in creating WOM and generating sales of 170 MT. (In P3401 and P3550) and 2KL of Delegate sales.
• Conducted Purchase intention survey, Season progress survey with help of External sources and sales team and gave insights about acreage trend and farmer demand for taking corrective actions at appropriate time in Tiruchirapalli region.
• Implemented 9 BOX method of evaluation for 190 temporary manpower resources, where we removed 27 Red BOX and prepared training calendar for 47 Yellow Box MDR’s out of which 17 have moved to Green Box in 2018.
• Tracked temporary manpower attrition and created a bench strength of 70 for immediate replacement.
• Conducted Training programs for Temporary manpower in 3 Phases of demand generation regarding product, ROI communications.
• Tracked all the demand generation activities and published regular dashboards indicating the volume risk during the preseason.
• Evaluating distributors based on Growth volume, DSO’s and Returns and which helped in distributor alignment in Tiruchirapalli where we have reduced distributors for 80 to 45 without impacting the sales.
• Analyzed retailer data which helped in formalizing quantity schemes in Karnataka and Hyderabad.
• Trained frontline teams on usage digital tools by which 100% reporting is now done thru respective applications.
• Identified the training needs of Training executives & organized trainings to enhance their skills

Responsible for driving Demand generation, Agronomy and Demand fulfillment activities in assigned geography. Establishing new hybrids in territory with help of agronomy team. Training and guiding the temporary manpower.

• Achieved 221 MT of corn in Post rainy. Grasping the opportunity in rainy by selling 47 MT.
• Establishing P3546 in West Godavari (Polavaram) – 45 MT.
• Channel realignment – from 18 distributors to 12 distributors.
• Introducing seed treatment in P3396 commercially. (25 MT Sales)
• Handled efficiently P3546 germination complaints & Hybrid rice complaints in East Godavari.
• Successfully ran Campaign against seed mixing in West Godavari.
• Drove Parivaar meeting to engage channel to sell more to earn more. Parivaar Coupon upload 87%.
• Initiated mechanization Single row planter with 1200 Acres.

Responsible for driving Demand generation, Agronomy and Demand fulfillment activities in assigned geography. Establishing new hybrids in territory with help of agronomy team. Training and guiding the temporary manpower.

• Drove business from 90 MT of corn ,4 MT of rice in 2011 and achieved sales of 315 MT in corn and 20 MT in Hybrid rice in 2013 which is ever highest.
• Ramping up of P3502 from 35 MT to 90 MT in rainy.
• Completely replaced 30V92 and 30B11 with P3396 and P3546 respectively in postrainy.
• Lead territory successfully from subsidy to trade business in 2012.
• Revenue increased form 3 Cr to 9 Cr. Penetrating new geographies like Kottaguda, Ghanpur where we sold 40 MT.
• Realigned resources as per market potential and opportunity.
• GTM strategy: Expanded distributor strength from 7 to 18 to increase reach.
• Conducting team training and follow up on planned assignments.
• Elevation of 2 team members to next position in the organization.

Responsible for driving Demand generation, Agronomy and Demand fulfillment activities in assigned geography. Establishing new hybrids in territory with help of agronomy team. Training and guiding the temporary manpower.

• Achieved sales of 70 MT of hybrid rice from 55 MT.
• Organized 10 Mega harvest days contacting 1800 farmers .
• Intensive PSA activities to create Word of mouth. (” Jabardasth Jodi”- Campaign)
• Channel expansion with 2 Key retailers for hybrid rice expansion.
• Establishing 27P31 Hybrid in Nizamabad market.

Started my career as TBL Trainee as part of Pioneer Anuj program. Undergone training for different modules which have been designed to understand the fundamentals of sales such as Agronomy, Farmer acquisition, conducting field activities, Channel Management. Live projects have been assigned to gain real work expertise.

Hybrid Rice Farmer Intention (Post Rainy) The project was carried to know the need of rice growing farmers and challenges faced by hybrid rice user farmers in Nizamabad and Karimnagar districts as part of Agronomy module.

• Surveyed around 350 farmers across 50 villages. This has given an insight about rice grower needs as high yield, disease and pest tolerance & stress tolerance and the major concerns about Hybrid rice were marketing of produce, lodging, high seed cost.

Summer Millet sales in Nadiad territory (Gujarat) Intense pre-season activities to recall the brand in farmer’s mind.

• Planned and executed “Jadugar Shows” and Mandi campaigns in Key villages to create WOM.
• Channel expansion in Anand district. Explained quantity schemes and ROI analysis with retailers.
• Achieved 85 MT against sales plan of 75 MT and 20MT growth over previous year.

Project Report Submitted on

• Cost of testing of different tests.
• Increasing the efficiency of Manpower thru SOP's.
• ISTA laboratory accreditation