General manager Business to Business

B2B / Institutional Sales Strategy

• Develop and execute the overall B2B and Institutional Sales strategy aligned with business growth objectives.
• Drive revenue, volume and profitable growth across institutional customers.
• Identify priority industries, customer segments and geographic markets for expansion.
• Develop segment-specific strategies for:
• Automotive
• Industrial manufacturing
• Infrastructure
• Mining & construction
• Power & utilities
• Steel & metals
• Cement
• Engineering
• Transportation & fleet
• Government / institutional customers
• Develop differentiated value propositions based on product performance, technical support, service, total cost of ownership and customer requirements.
• Build a strong pipeline of new institutional opportunities.
• Establish sales targets, territory plans and account-level objectives.

B. Business Development

• Identify and convert new business opportunities across industries and customer segments.
• Develop new channels, partnerships and strategic alliances.
• Conduct market mapping and competitor analysis to identify whitespace opportunities.
• Build a structured business development funnel from lead generation to conversion.
• Lead negotiations for large institutional contracts and long-term business arrangements.
• Identify opportunities for customized products, private-label opportunities and co-branded solutions, where commercially viable.
• Explore new applications and markets for existing and emerging lubricant products.

C. OEM Business Development

• Develop and manage strategic relationships with OEMs and equipment manufacturers.
• Drive new OEM approvals and product validations.
• Develop a structured OEM acquisition strategy covering:
• Target identification
• Technical requirements
• Product trials
• Field validation
• Approvals
• Commercial negotiations
• Long-term supply agreements
• Work closely with R&D, Technical Services, Quality and Manufacturing teams to achieve OEM specifications and approvals.
• Identify opportunities for factory-fill, first-fill and aftermarket relationships, as applicable.
• Develop strategic partnerships with automotive and industrial equipment OEMs.
• Track OEM development projects from initial engagement through commercial launch.

D. Key Account Management

• Develop and institutionalize a Strategic Key Account Management framework.
• Identify and classify strategic accounts based on revenue, growth potential, profitability and strategic importance.
• Develop account plans for key customers covering:
• Revenue potential
• Product penetration
• Share of wallet
• Customer needs
• Competitive position
• Relationship mapping
• Cross-sell / up-sell opportunities
• Build relationships with CXO, Procurement, Technical, Operations, Maintenance and Finance stakeholders within strategic accounts.
• Drive customer retention and increase customer lifetime value.
• Develop mechanisms for regular customer satisfaction and VOC (Voice of Customer).
• Establish customer escalation and resolution mechanisms.

E. Revenue & Profitability Management

• Own B2B revenue, volume and profitability targets.
• Drive profitable sales growth rather than volume-only growth.
• Monitor product/customer/channel-level contribution margins.
• Develop pricing strategies in coordination with Finance and senior management.
• Control commercial leakages including:
• Excessive discounts
• Unprofitable contracts
• Credit exposure
• Freight impact
• Rebate structures
• Drive value-based selling and total-cost-of-ownership propositions.
• Develop mechanisms to improve contribution per customer and product mix.

F. Customer Acquisition & Retention

• Develop a systematic customer acquisition engine for institutional business.
• Identify prospects through industry mapping, referrals, digital channels, industry forums and strategic networking.
• Build long-term relationships with strategic customers.
• Improve customer retention and reduce customer attrition.
• Establish structured customer onboarding and account review mechanisms.
• Develop customer loyalty and partnership programs for strategic accounts.

G. Technical & Solution Selling

• Promote consultative and solution-based selling rather than product-based selling.
• Work with Technical Services/R&D to understand customer applications and recommend appropriate lubrication solutions.
• Demonstrate measurable customer benefits such as:
• Reduced equipment downtime
• Extended equipment life
• Reduced lubricant consumption
• Improved equipment efficiency
• Lower maintenance cost
• Improved total cost of ownership
• Develop case studies and ROI-based value propositions.

H. Digitalization & Sales Analytics

• Drive digital transformation of B2B sales processes.
• Ensure effective CRM adoption and sales pipeline discipline.
• Establish dashboards for:
• Sales funnel
• Revenue
• Volume
• Margin
• Customer acquisition
• Customer retention
• OEM pipeline
• Key account performance
• Sales productivity
• Use customer and market analytics to identify cross-sell, up-sell and whitespace opportunities.
• Leverage digital tools for customer engagement and sales productivity.
• Improve forecasting accuracy through data-driven demand and pipeline analytics.

I. Market Intelligence & Competitive Strategy

• Monitor competitor pricing, products, OEM approvals, distribution strategies and market initiatives.
• Identify changes in customer requirements, technology and industry trends.
• Track emerging opportunities in EVs, industrial automation, energy transition, new manufacturing technologies and sustainability, where relevant to lubricant applications.
• Provide market intelligence to Product Management, R&D and senior leadership for portfolio decisions.

J. Cross-functional Collaboration

Work closely with:

• Manufacturing – capacity, customization and supply reliability
• Supply Chain – demand planning and customer service
• R&D / Technical – product development, trials and OEM approvals
• Quality – specifications, complaints and technical compliance
• Finance – pricing, margins, credit and collections
• Marketing – segment positioning and customer campaigns
• HR – sales capability, incentives and talent development

Qualifications & Experience

• MBA Sales & Marketing with 15-20 years of experience in B2B, OEM and Institutional Sales
• Strong expertise in Lubricant or similar industry