Field Model Design – The Hybrid Model

Our client needed a field model that could do two things at once: give priority stores the dedicated commercial ownership needed to drive category growth, while still keeping the wider store network compliant and stocked week to week — without the cost of a dedicated manager in every single store.

BIG built a tiered hybrid model: dedicated Territory Managers own priority stores nationally, a wider CSR network covers the rest, and a National Field Sales Manager provides oversight and KPI governance across both layers. Call frequency is tiered by store size, performance and opportunity — weekly for priority and large-format stores, fortnightly for mid-tier, monthly for lower-volume — so the right level of commercial effort lands in the right store. Territory Managers drive ranging, NPD cut-ins and strategic growth; CSRs protect availability, compliance and POS execution everywhere else. The result is dedicated commercial ownership exactly where it matters, with scalable, disciplined execution across the whole network.