Sales execution in FMCG is rarely about strategy alone. It is about how consistently that strategy translates into action on the ground.

In this conversation, Aieen Brooks, Commercial Director at Mega Prime Foods, speaks with S. Vimal Parthasarathy, CMO at Vxceed, about how her team approached the challenge of improving execution, visibility, and operational control across a complex sales and distribution network, and how their partnership with Vxceed helped enable that shift.

Watch the full conversation to hear Aieen and Vimal discuss execution, systems, and transformation at Mega Prime Foods.

The Role of Commercial Excellence in FMCG Growth

At Mega Prime Foods, the commercial excellence function plays a central role in bridging strategy and execution.

Sitting between sales and marketing, the team is responsible for designing go-to-market strategies, building execution plans and programs, and enabling sales teams with the right tools and support.

The goal is simple: allow field teams to focus on selling, while the system supports everything else.

Execution Metrics That Matter Most

For Aieen and her team, success on the ground is defined by three core metrics: availability, visibility, and activation (AVA).

These metrics form the foundation of their execution scorecard and directly influence business performance.

However, measuring and improving these consistently requires more than intent. Without the right systems in place, even tracking execution becomes a challenge.

The Challenge: Limited Visibility and Fragmented Data

Before transforming their approach, the team faced multiple challenges. Access to reliable and actionable data was limited, execution metrics like AVA were difficult to measure, and there was a heavy reliance on traditional systems.

This made it harder to conduct in-depth business analysis, standardize execution across teams, and build a consistent view of performance on the ground.

As Aieen highlights, the need was to move towards a more structured, data-driven, and professional way of managing execution.

Rethinking the Approach: From Systems to Capabilities

As Mega Prime Foods evaluated solutions, the focus was not just on features, but on long-term fit.

Capability depth, especially for handling general trade complexity, was critical. The team also considered cost-effectiveness, scalability, and the ability to adopt proven systems without having to build everything from scratch.

In this process, Vxceed stood out for its combination of capability, experience with large FMCG environments, and the ability to bring proven execution frameworks into the system.

What Changed: From Visibility to Actionable Execution

With Vxceed’s platform and support in place, the team began to see tangible improvements.

Execution visibility improved, with AVA metrics now consistently tracked and monitored. Data collected from the field became usable for decision-making, enabling the team to build structured execution standards.

Real-time access to information improved responsiveness and reduced reliance on delayed reporting. The user experience for field teams also improved, making the system easier to adopt and navigate.

At the same time, the organization began moving toward stronger integration between internal systems and distributor systems, creating a more connected and reliable flow of data.

A Continuous Journey, Not a One-Time Transformation

Like most large-scale rollouts, the journey required speed and adaptability. Timelines were tight, execution had to be fast-tracked, and enhancements continue to evolve based on business needs.

The approach remains focused on continuous improvement — building, refining, and scaling over time.

Why This Conversation Matters

This conversation highlights a reality many FMCG leaders face.

Execution excellence depends on visibility and measurement. Systems must reflect the complexity of real-world operations, not just reporting needs. And while technology is critical, long-term success is driven by collaboration and partnership.