GTM Is Broken In Most FMCG Companies Here’s Why
Read through for the hard truths… and how to fix them
Most Brands Build Strategies Without Understanding Market Realities
Here’s what’s going wrong (and it’s costing millions)
1. Top-Down Thinking
HQ creates the GTM in boardrooms.The kirana shelf doesn’t get a vote
2. Too Much ‘Sell-In’ To Little ‘Sell-Out’
Filling distributors’ warehouses and retailer shelfs ≠ market success.
3. No last-Mile Feedback Loop
Data dies in silos. Field reps see the truth — but no one listens.
4. Digital Delusion
Fancy dashboards don’t replace on-ground execution
The Fix
Listen to the Frontline and Support the Soldier
Invest in Regional GTM Agility, Not National Templates
Celebrate Velocity, Not Just Availability