Challenge: Fragmented Commercial Environment Limited Visibility and Control
A global consumer goods enterprise operated a complex commercial environment. Around 400 professionals from sales and leadership teams relied on commercial information across approximately 2,000 SKUs, multiple sales channels, and broad field operations. Commercial data was spread across more than 12 systems and over 30 sources, leaving the business without a reliable single source of truth for analysis.
This fragmentation constrained the organization’s ability to operate with control and predictability. Teams lacked the visibility required to identify deviations early, respond with precision, and maintain consistent control over commercial performance. Sales planning, field execution, and management decisions operated on disconnected data foundations, and manual reporting limited performance analysis and strategic decision-making.
The company required a unified analytical foundation that could connect B2B sales execution with downstream market performance and support a more consistent view of commercial operations.
Solution: A Unified, Governed Sales Intelligence Layer on Databricks
Indicium AI designed and deployed a unified sales intelligence environment on Databricks for consolidation, automation, and insight generation at scale. It centralizes data, supports commercial decision-making, and enables automated insights across sales operations.
At the center of the solution is a web platform that brings commercial dashboards and reporting into a single, governed environment. Sales and leadership teams now access trusted, consistent performance insights in one place, with full visibility across commercial operations.
On top of this foundation, Indicium AI structured key commercial intelligence capabilities to improve visibility and control across critical workflows:
- End-to-end sales visibility: A unified view of sell-in and sell-out performance connects distribution to final consumption, improving decision-making across channels.
- Performance monitoring across markets and accounts: Teams can track revenue, volume, pricing, and coverage with consistency, strengthening accountability across regions and categories.
- Field execution control: Clear visibility into sales activity enables better management of productivity, route compliance, and execution quality.
- Target and sales cycle tracking: Performance can now be monitored from order creation to revenue realization, allowing earlier identification of gaps and risks.
Together, these data products replaced disconnected reporting with a live analytical layer that links commercial planning to execution and gives the company stronger visibility across day-to-day operations.
Value Delivered: From Reactive Operations to Controlled Commercial Execution
The transformation changed how the business operates. Decision-making shifted from reactive to proactive. Teams can now identify deviations during the month and act before performance is impacted. The organization also moved toward management by exception, with stronger conditions to intervene early and correct commercial execution before problems scale.
At the same time, manual reporting processes were eliminated, removing more than 200 hours of monthly effort and allowing teams to redirect time toward performance analysis and strategic decision-making. Data access expanded across the organization, and automated alerts made insights available even to users who do not actively work in BI tools. As a result, commercial teams now spend less time consolidating fragmented information and more time focused on execution, direction, and performance improvement.
What emerged was a structured and scalable intelligence foundation that connects data, workflows, and decision-making across sales operations. From unifying the sales intelligence, the company unlocked new revenue streams in the $millions.
Next Phase: Scaling the Intelligence Foundation Across the Enterprise
Indicium AI and the company continue to evolve this commercial intelligence ecosystem with a focus on scalability, governance, and broader enterprise adoption. The next phase centers on strengthening governance practices to support long-term scale, expanding data access into additional business areas such as marketing and digital sales, and extending the platform to support new use cases as operational needs evolve.
This phase builds on the operating model established during the engagement. Indicium AI continues to support both the analytical foundation and the business-facing products built on top of it, with a consistent focus on execution quality, governance, and long-term value.
