B2B Sales Manager

B2B Manager FMCG Business Development

Department: Business Development / Sales

Designation: B2B Manager

Reporting To: Business Head / National Sales Head

Location: As per business requirement

Industry: FMCG / FMCG Distribution

Experience: 5–10 Years

Employment Type: Full-Time

1. Job Purpose

The B2B Manager will be responsible for developing and managing the company's B2B FMCG business, identifying new business opportunities, acquiring institutional and corporate customers, building strategic partnerships, and achieving revenue and profitability targets.

The role will focus on expanding the company's B2B customer base across corporates, institutions, modern trade, organized retailers, HoReCa, distributors, wholesalers, e-commerce/B2B platforms and other bulk-buying customers, depending on the business model.

2. Key Responsibilities

A. Business Development

Identify, prospect and develop new B2B business opportunities.

Build a strong pipeline of prospective customers and business partners.

Generate new accounts and achieve monthly, quarterly and annual sales targets.

Develop territory-wise and channel-wise business plans.

Identify emerging markets, customer segments and new revenue opportunities.

Prepare business proposals, commercial offers and presentations for prospective clients.

Negotiate pricing, margins, payment terms, credit limits and commercial agreements within company guidelines.

B. B2B Customer Acquisition & Account Management

Acquire and onboard new B2B customers.

Develop long-term relationships with key accounts and decision-makers.

Understand customer requirements and recommend appropriate FMCG product portfolios.

Manage customer enquiries, quotations, orders, deliveries and commercial issues.

Conduct regular business reviews with key customers.

Drive repeat business, cross-selling and up-selling opportunities.

Ensure high customer retention and satisfaction.

C. FMCG Distribution & Channel Development

Develop business through appropriate B2B channels such as:

Institutional Sales

Corporate & Office Supplies

HoReCa

Modern Trade

Organized Retail

E-commerce / B2B E-commerce

Distributors & Wholesalers

Schools, Hospitals & Institutions

Government / Large Institutional Accounts

Develop new distribution partnerships and channel opportunities.

Identify high-potential products, categories and brands for B2B expansion.

Work closely with distributors and internal sales teams to improve market coverage.

D. Commercial & Financial Management

Ensure business is generated with healthy contribution margins.

Monitor customer profitability, discounts, schemes and trade spends.

Ensure timely collection of outstanding payments from B2B customers.

Monitor credit exposure and adherence to approved credit limits.

Coordinate with Finance for reconciliation, claims, credit notes and payment issues.

Minimize overdue receivables and commercial risks.

E. Market Intelligence

Track competitor pricing, product range, promotions and market activities.

Identify changing customer needs and FMCG market trends.

Conduct market mapping and identify potential B2B customers.

Provide regular market intelligence and competitor feedback to management.

Recommend new products, categories and business models based on market opportunities.

F. Internal Coordination

Coordinate with Sales, Operations, Supply Chain, Warehouse, Finance, Marketing and IT teams.

Ensure product availability and timely order fulfilment.

Coordinate with operations for stock planning based on B2B demand.

Resolve customer service, delivery, billing and claim-related issues.

Maintain accurate customer and sales data in CRM/ERP systems.

3. Key Performance Indicators (KPIs)

New B2B customers acquired

Monthly / annual B2B sales achievement

Gross margin / contribution achievement

New business revenue generated

Customer retention and repeat business

Average order value

Active B2B customers

Collection efficiency / DSO

Outstanding and overdue control

Product/category penetration

Territory and channel expansion

Sales pipeline and conversion ratio

4. Candidate Profile

Education:

Graduate in any discipline; MBA/PGDM in Sales & Marketing will be preferred.

Experience:

5–10 years of relevant experience in FMCG, Consumer Goods, Distribution, Institutional Sales, B2B Sales or Business Development.

Experience in developing new B2B accounts and handling institutional/key accounts is preferred.

Candidates with experience in FMCG distribution and multi-channel sales will have an advantage.

5. Required Skills

Strong B2B sales and business development capability.

Excellent negotiation and commercial skills.

Strong customer acquisition and relationship-management skills.

Good understanding of FMCG products, distribution and margins.

Strong analytical and business-planning ability.

Excellent communication and presentation skills.

Ability to work with senior decision-makers.

Strong follow-up and execution capability.

Good knowledge of MS Excel, PowerPoint and CRM/ERP systems.

Ability to work independently and achieve targets.

6. Preferred Competencies

Result-oriented and target-driven approach.

Entrepreneurial mindset with strong business ownership.

Strong networking and relationship-building ability.

Commercial acumen and profitability focus.

Problem-solving and decision-making skills.

High level of integrity and accountability.

Ability to manage multiple customers and projects simultaneously.

7. Key Deliverables

The B2B Manager will be expected to:

Build and maintain a strong B2B sales pipeline.

Acquire new institutional and corporate customers.

Deliver agreed revenue and profitability targets.

Develop new B2B channels and markets.

Improve customer retention and repeat business.

Ensure disciplined collections and credit management.

Develop strategic relationships with high-value customers.

Identify new FMCG brands/categories and business opportunities.

Provide regular business reports and market insights to management.

Contribute to the overall expansion and profitability of the FMCG Business Development vertical