How to "break down" commercial silos through shared data

Claire Brunaud
1 day ago
3 min read

Do you recognize yourself in this somewhat frustrating situation?

You've just come out of a well-crafted negotiation with a distributor. Everything is in place, validated, aligned. In the moment, you know the plan is sound.

And a few weeks later, on the ground… it doesn’t work.

The promotional efforts aren't always effective. Sales volumes aren't keeping pace. And feedback from the sales force doesn't quite match your expectations.

This is where commercial silos appear. Not necessarily visible right away, but very real.

The problem is not human. It is structural. And in most cases, it comes down to one thing: the lack of shared data.

When everyone works with their own vision: the problem of commercial silos

Today, each team moves forward with its own benchmarks.

The Key Account Manager (KAM) drives sales and negotiation targets. The Category Manager analyzes overall trends. The sales force, on the other hand, relies primarily on its field experience.

Everyone has a piece of the truth. But no one has the complete picture. That's exactly what creates silos.

Let's take a simple example. You've negotiated a promotional placement with a distributor. On paper, everything is fine. But in practice, the reality is different. Some stores don't play ball. Stock levels aren't always up to par. And the promotion is sometimes implemented incorrectly.

Without a shared understanding, everyone interprets the situation in their own way. And the resulting decisions lack precision.

The real issue: aligning teams around a shared reality

What changes everything is not having more data. It's having the same data, at the same time, for everyone.

Sell-out data plays a key role here, because it reflects what really matters: actual sales.

This is already a central point in managing sales and promotional performance. Having reliable indicators allows for a better understanding of what works… and what doesn't.

When this data becomes accessible to everyone, the nature of the exchanges changes. The Key Account Manager (KAM) speaks with concrete facts in negotiations. The sales force knows where to focus its efforts. The marketing teams finally understand the real impact of their actions.

We are no longer debating interpretations. We are moving forward on a common basis.

What this actually changes for a KAM

When silos break down, your role evolves. You no longer suffer from the gaps between strategy and execution, you anticipate them.

Communication with those on the ground immediately becomes more effective. Feedback is no longer based on feelings, but on facts. Discussions are faster, more concrete, and above all, action-oriented.

At the same time, prioritization becomes much clearer . You know where to focus your efforts, which points of sale require special attention, which products need support, and which actions deserve reinforcement. The sales force gains impact, and you gain better control.

Finally, your negotiations take on a new dimension. When dealing with distributors, you no longer rely solely on projections or sell-in figures. You bring tangible, real-world data. You are able to demonstrate the actual performance of your products, assess the ROI of your promotions, and objectively compare results across different retailers. The discussion becomes more balanced and more strategic.

And what about the field teams?

The breakthrough is often immediate

Data is often thought to be a topic reserved for headquarters. In reality, it's quite the opposite.

When used correctly, it becomes a real action tool for field teams. They prepare their visits more quickly, identify opportunities at a glance, and make arguments more easily with clients.

Data does not replace field experience. It gives it more power.

Breaking down silos is not an organizational issue. It's a tool issue.

Many companies are still trying to solve this problem with more meetings, more reporting, or more processes.

But without centralized data, these efforts remain limited.

What really changes the game is the ability to centralize sell-in and sell-out data, to harmonize it between distributors and to make it accessible to all business lines.

That's exactly what KaryonFood promises.

By putting everyone around the same figures, you recreate a common language between headquarters and the field, between sales and marketing teams, but also between you and your distributors.

And that's where the collaboration becomes truly seamless.

Re-establishing consistency to regain performance

Breaking down silos is not an end in itself. It is a powerful lever to accelerate decision-making, better execute your business plans, strengthen your distributor relationships, and generate more growth.

When the entire organization is looking in the same direction, results naturally follow.

Today, the question is no longer whether to share data, but how to do it simply, efficiently and on a large scale.

If you want to see concretely how shared data can transform collaboration between your teams and boost your sales performance, the simplest way is still to see it in action.

👉 Request your KaryonFood demo and discover how to finally align your headquarters and your field around the same business reality.