Built for FMCG VP of Sales
See what actually sold through, where margin is leaking, and which reps really visited — on a platform that doesn't charge you more every time the team grows.
In short
SalesPort gives an FMCG VP of Sales live secondary-sales numbers, scheme-ROI visibility, and GPS-verified field activity across every distributor and beat — on a one-time deployment plus flat AMC, not per-user SaaS. It is built for ₹50–500 Cr Indian FMCG brands that have outgrown Excel but refuse to pay per-seat for every rep they hire.
The problems we hear first, in the words they're described to us.
By the time the Monday review happens, the numbers are from last Wednesday. Distributors self-report on WhatsApp and Excel, the sheets get consolidated by hand, and the version that reaches you is already stale and partially wrong. You are managing a ₹200 Cr business on a rear-view mirror that fogs up every week.
Trade schemes are 6–8% of revenue, but you cannot tell which ones drove real sell-through and which just funded distributor stocking. Claims arrive as scanned paper, get approved on trust, and the reconciliation never closes. Finance suspects leakage; nobody can prove the number.
The attendance app says 100% coverage. The market says otherwise. Reps mark visits from the tea stall, photos get reused, and the 'ghost visit' problem quietly inflates your coverage metrics while real outlets go unserviced for weeks.
Outstandings creep from 28 days to 47. Working capital is stuck in the channel, and you find out only when a distributor stops ordering. There is no single screen that shows ageing, credit limits, and collection status across the network.
The incumbent SFA was affordable at 20 users. At 120 reps and growing, the per-user invoice has become one of your largest software line items — and it grows every time you hire. You are effectively taxed for scaling the very team that drives revenue.
The specific workflows, screens, and reports you'll actually use.
Open one dashboard and see today's secondary sales by region, distributor, brand, and SKU — not last week's. Orders captured on the retailer-visit app flow straight into the same system, so primary, secondary, and stock-on-hand reconcile automatically. The Monday review runs on this morning's data.
Configure schemes once, and SalesPort tracks redemption at the outlet level, calculates claims automatically, and shows the sell-through each scheme generated against its cost. You stop approving claims on trust and start funding the schemes that demonstrably move volume.
Visits are stamped with real-time GPS, time, and order outcome, with anti-spoof checks that flag mock-location and reused photos. Coverage metrics finally reflect reality, and you can coach the reps who genuinely need it instead of the ones who game the app.
Every distributor's outstanding, credit limit, ageing bucket, and collection status sits on one screen via the CRM module. You see a DSO problem building weeks before it becomes a stopped-ordering problem, and your collections team works a prioritised list instead of a hunch.
Add 50 reps and your software bill does not move. SalesPort is a one-time deployment plus a flat annual maintenance charge, so the cost of visibility is decoupled from headcount. Budgeting becomes predictable, and growth stops being penalised.
"The number I trust is the one I can drill from a national total down to a single retailer in three clicks. Anything I can't drill, I don't believe." — the recurring theme in our buyer conversations with mid-market FMCG sales leaders.
Across the ₹8,572 Cr of GMV processed on SalesPort, the brands that recovered the most margin did one thing first: they moved scheme tracking to the outlet level instead of the distributor level.
Almost every VP we talk to has the same realisation about per-user SFA — it is cheap to start and expensive to win. The pain shows up at scale, exactly when sales is succeeding.
Free resource
The 27-question evaluation framework, the 9 deal-breakers, and a vendor scorecard — so you can choose distribution software without a 6-month committee.
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