Design and implement a best-in-class CRM system

BUSINESS CONTEXT & STRATEGIC OBJECTIVES

COMPANY operates a complex FoodService & Retail distribution model with:
Direct salesforce (Sales Reps, KAMs, RSMs)
High SKU complexity (fresh, frozen, ambient, imported)
Variable pricing and customer-specific conditions (CPPA, Groups, Future
Log, and small independents)
Strong reliance on exclusive brands, relationships, service quality, and trust
Increasing ambition to move from reactive selling → proactive, insightdriven selling

CRM must enable:
Customer sales insights
Revenue growth
Gross Profit protection
Forecast reliability
Sales productivity
Marketing effectiveness
Customer Lifetime Value maximization