Building a Winning F&B and CPG Sales Team in the Post-Pandemic Landscape

Massive demand spikes and sudden shifts in consumer behaviors during the pandemic strained and stressed sales organization structures in food and beverage (F&B) and consumer packaged goods (CPG). Now that COVID-19 is behind us, how should sales leaders approach optimizing their sales teams to drive growth? What forces of change did the pandemic unleash and how will they reshape the industry?

As the dust settles in the wake of the pandemic, we are getting a clearer picture of how COVID-19 has transformed the channel and market landscape for F&B and CPG. Sales leaders who held off making bold advancements due to uncertainty during the pandemic, are now ready to take more concrete steps to optimize their organizations for a new reality.

However, the pandemic unleashed powerful forces that have far-reaching implications for how sales teams should be structured, sized, and equipped. The rules for success have changed, and sales organization structures from pre-…