Tantangan

As the brand expanded rapidly across states and channels, managing sales performance through spreadsheets and manual incentive processes became increasingly inefficient.

Sales reps lacked real-time visibility into commissions, and incentive programs were slow to adapt to changing business priorities such as new launches, seasonal spikes, and strategic account growth.

Key challenges included:

• Delayed and opaque commission payouts: Manual calculations reduced trust and motivation among field reps.

• Slow account acquisition: Reps lacked clear incentives to open new on-premise and off-premise accounts.

• Single-SKU selling behavior: Sales teams focused on a few fast-moving SKUs rather than the full gin portfolio.

• Uneven territory performance: Lack of competitive benchmarking reduced performance intensity across regions.

• Under-leveraged peak seasons: Seasonal demand spikes were not supported by timely SPIFF programs.

• Limited focus on strategic accounts: High-value customers were not consistently prioritized or grown.

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Personas involved

• Field Sales Representatives: Earn commissions, acquisition bonuses, portfolio incentives, contest rewards, and key account growth payouts.

• Regional & Territory Sales Managers: Track performance, run contests, and drive execution across assigned territories.

• Sales Operations Teams: Design commission plans, incentive rules, and performance metrics.

• Trade Marketing Teams: Launch seasonal SPIFFs and portfolio-selling initiatives.

• Finance & Incentives Teams: Manage budgets, approvals, compliance, and automated payouts.

• Program Admin / Super Admin: Configure rules, manage dashboards, oversee integrations, and govern incentive programs at scale.

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The solution

The Gin manufacturer needed a centralized, real-time sales incentive platform that aligned field rep behavior with revenue, distribution, and portfolio goals.

Xoxoday Compass delivered a performance-driven sales incentive solution that automated commission management, enabled dynamic incentive programs, and provided sales reps with instant visibility into earnings and progress.

This shift replaced manual processes with a transparent, data-led sales performance ecosystem.

• Commission automation for transparent earnings: Xoxoday Compass automated real-time commission calculations tied to volume and revenue targets—keeping sales reps motivated with clear, always-on visibility into their earnings.

• Acquisition bonuses for faster distribution expansion: Per-placement incentives rewarded reps for opening new on-premise and off-premise accounts—accelerating brand availability across bars, restaurants, and retail outlets.

• Portfolio selling incentives for deeper penetration: Xoxoday Compass incentivized reps to sell across the entire gin portfolio, including core SKUs, premium variants, and new launches—reducing single-SKU dependency.

• Territory-based sales contests for competitive momentum: Leaderboard-driven contests rewarded top performers within each territory, fostering healthy competition and lifting overall sales performance across regions.

• Seasonal SPIFFs for peak demand capture: Time-bound SPIFF programs were launched during holidays, summer months, and major events—maximizing sell-in and ensuring optimal retailer stock levels.

• Key account growth rewards for strategic focus: Sales reps were rewarded for growing volumes, expanding SKU placements, and securing exclusivity with high-value accounts—driving outsized business impact.

• Seamless integration with sales systems: Xoxoday Compass integrated with CRM, DMS, ERP, SFA tools, POS feeds, and finance systems—enabling real-time sales validation, automated incentive payouts, and performance dashboards without manual reconciliation.

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Impact

• 2.3× improvement in quota achievement rates, driven by transparent commissions and contests.
• 41% increase in new account acquisitions, supported by per-placement bonuses.
• 36% growth in full-portfolio selling, reducing reliance on single SKUs.
• 29% uplift in territory-level sales performance, fueled by leaderboard competitions.
• 33% increase in seasonal sell-in volumes, driven by timely SPIFF programs.
• INR 68 crore in automated sales incentives processed annually, improving trust and motivation.
• Stronger key account relationships, enabled by growth-linked rewards.

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Conclusion

By implementing Xoxoday Compass, the Gin manufacturer transformed field sales execution across India—from manual commission processes to a high-performance, incentive-led sales ecosystem.

Through commission automation, acquisition bonuses, portfolio incentives, and territory-based contests, Xoxoday Compass empowered sales reps to consistently exceed targets and expand the brand’s footprint.

With real-time visibility, automated payouts, and seamless integrations, the brand unlocked faster growth, stronger territory performance, and sustained sales momentum in India’s competitive gin market.