Channel conflict is becoming a real issue. Sales managers now need to handle overlaps carefully, ensuring that brands don’t end up cannibalizing their own growth across general trade, modern trade, and digital platforms.

Most organizations have taken steps to stay ahead—new tools, new systems, new ways of working. But what’s becoming increasingly urgent now is preparing the sales team itself. This shift isn’t just about tech—it’s about capability, mindset, and leadership readiness. In our work with B2C organizations, this focus on structured upskilling and reskilling is gaining strong momentum.