Success Story | How Mega Prime Foods Transformed Sales & Distribution with Lighthouse SFA & DMS

Sales transformation rarely begins with technology. It begins when leadership recognizes that decision-making is being constrained by limited visibility, delayed information, and execution metrics that no longer reflect reality on the ground.

In this conversation, Aieen Brooks, Commercial Director at Mega Prime Foods, shares how the organization approached the modernization of its sales and distribution operations using Lighthouse SFA & DMS by Vxceed.

Joined by Vimal Parthasarathy, CMO at Vxceed, the discussion moves beyond surface-level outcomes and into the operational realities Mega Prime Foods was navigating: traditional systems, fragmented data, and the inability to consistently measure execution standards across channels.

The conversation covers:
Why information availability, quality, and timing became strategic constraints
How AVA (Availability, Visibility, Activation) emerged as a core execution framework
The criteria used to evaluate sales technology partners, balancing capability, cost, and long-term collaboration
What it takes to deploy SFA and DMS at speed while managing distributor complexity
How execution visibility improved across both general trade and modern trade environments

Rather than positioning transformation as a linear success story, Aieen speaks candidly about the trade-offs, implementation challenges, and ongoing improvements required to operationalize change at scale.

For leaders responsible for sales operations, route-to-market strategy, distributor performance, or digital transformation in FMCG, this conversation offers a grounded perspective on what modernization looks like when theory meets execution.

Watch the full conversation to learn more!

About Vxceed
Vxceed partners with FMCG brands to modernize sales execution through Lighthouse SFA & DMS, enabling real-time visibility, standardized execution, and more informed commercial decision-making.