DIAGEO Sales Operations Management



Diageo needed an agency with strong experience & resources to set up and manage a sales team to support their distributors to develop the sales channels in Vietnam.
The agency would also build an outlet database & develop new markets for distribution.



CPM won the pitch to establish a sales team in three months and then transfer to Diageo. Now we are supporting Diageo in managing 82 sales staff with:

  • Building & managing databases
  • Reporting (Sales, KPI, Market intelligence)
  • Recruiting & training sales staff
  • Tracking sales team’s performance
  • Labor contracting & payroll
  • Developing and recruiting new outlets and markets


Built a database of 4,500 outlets with complete information & mapping
Increased the brand visibility & availability at outlets
All promotions and retail programs were communicated and cascaded to retailers rapidly and effectively
45% increase in new outlets to be serviced
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