Leadership Perspectives

Francesc Teixidó Sanjuan is a seasoned senior strategy manager based in Barcelona. He specializes in digital sales transformation and go-to-market strategies. With over 15 years of experience at PepsiCo, he has led impactful projects across various European markets and sales channels. His expertise spans sales force automation, B2B, and transformational digital projects. Known for his leadership and influence, Teixidó has driven successful sales initiatives across Europe. He holds a degree in Business Administration from Pompeu Fabra University and a postgraduate degree in Market Research from Barcelona University.

My role involves overseeing the development and implementation of digital tools and systems that enhance the efficiency and effectiveness of our sales team. Boosting commercial execution excellence, transforming and harmonizing capabilities across Europe. This includes managing solutions that automate sales processes, analyzing sales and executional data to identify trends and opportunities, and ensuring that our sales teams have the technology and tools they need to perform at their best. Our vision is to create the perfect store through a blend of execution and strategy, driving incremental, profitable, and sustainable growth per outlet.

The biggest technology disruptor has been the advent of mobile technology and cloud computing. These innovations have transformed how we interact with our customers, collect and analyze sales data, enabling real-time insights and more agile decision-making. These advancements have not only improved operational efficiency but also empowered PepsiCo’s sales force to be more proactive and customer-centric.

To maintain a competitive edge, we are adopting advanced analytics, Artificial Intelligence (AI), and Machine Learning tools. These technologies help us predict market trends, optimize sales strategies, and personalize customer interactions in order to direct our sales team with a single criterion through guided selling solutions.

A very interesting question, field sales teams often face challenges such as data overload, inefficient processes, different interpretations and lack of commercial direction and real-time information. We have addressed these issues by implementing SFA tools, such as StayinFront, that streamline data entry, automate routine tasks, automate processes such as suggested orders or the prescription of actions, and provide instant access to critical sales data. Training, change management, and support are also crucial to ensure our teams can effectively use these tools; adoption is key.

StayinFront technology has been instrumental in driving growth by providing our sales teams with robust tools for managing customer relationships, tracking sales activities, and analyzing performance metrics. This has led to improved productivity, better customer engagement, and, ultimately, increased sales.

In the digital SFA era, prescriptive sales will redefine how sales teams operate by leveraging AI and Machine Learning to provide real-time, tailored recommendations. Sales reps will receive dynamic guidance on the next best actions to take for each customer and store, driving more precise and profitable decisions. Multi-channel touchpoints allow seamless customer interactions across platforms, while AI-driven analytics will optimize every step of the sales process. This evolution will lead to more efficient, data-backed strategies, improving conversion rates and profitability across various channels.

I’d choose a refreshing Pepsi Zero Lime for its perfect balance of bold flavor and zero sugar, keeping you cool and energized. It pairs perfectly with a bag of Doritos Flamin’ Hot for a fiery kick alongside that zesty lime taste.