Transformation
Global
Salesforce Trade Programme
British American Tobacco London, United KingdomApr 2017 — Aug 2018
Designed and rolled out a Salesforce-based trade engagement platform for BAT field reps across nine markets.
Salesforce
CRM
Sales
Mobile
Global
Context
BAT's field force used a fragmented mix of spreadsheets and country-specific tools, making global trade visibility and best-practice sharing impossible.
Challenge
Roll out a single Salesforce-based trade engagement platform across 9 culturally and regulatory diverse markets within 18 months.
Role
Senior Business Analyst — global template and market deployment.
Actions taken
- Defined the 80/20 global template vs. local extension framework
- Ran fit-gap workshops across 9 markets to lock template scope
- Authored mobile-first journey designs for trade visit workflows
- Coached local BA leads through deployment and hypercare
Impact
Deployed across 9 markets to 2,800 field reps
- Deployed to 2,800 field reps across 9 markets
- Sales rep productivity up 19% (visits + meaningful actions per day)
- Pipeline visibility cycle compressed 5 days → same-day
- Local extensions held to 17% of total config — well under 30% target
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