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

In this second installment, we continue our discussion on how sales leaders in food and beverage (F&B) and consumer packaged goods (CPG) can optimize their sales teams to drive growth in the post-pandemic world.

The COVID-19 pandemic unleashed powerful forces that transformed the channel and market landscape for F&B and CPG. In the first part of our two-part series, we identified three of these forces of change -- channel mix shift, the evolution of the retail footprint, and digitalization of the Route-to-Market (Figure 1). In the following discussion, we will dive into three more of these forces of change. We will address their far-reaching implications in the industry and offer manufacturers guidance on how to navigate these new challenges to ensure growth and profitability.

In early 2020, the “after work happy hour” flatlined. So did “dinner out with friends,” "celebrating with my people,” and a myriad of…