Value is shifting in Consumer Packaged Goods (CPG). The billion dollar multinationals that built the industry are no longer the top drivers of growth. CPG companies can use automation and augmentation in their workforce to catch up with, and surpass, digital disrupters. As they pivot to these technologies, roles will be impacted. Few will go away completely. Traditional roles will remain, but many will be unrecognizable and new roles will emerge. Learn how CPG companies can adapt and harness technology to unleash human productivity and transform the future of work with our full report: www.accenture.com/CPGWorkforce

1. FUTURE
WORKFORCE
CONSUMER GOODS’

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The billion dollar multinationals that built
the industry are no longer the top drivers
of growth. Consumer packaged goods
(CPG) companies can use automation and
augmentation in their workforce to catch
up with, and surpass, digital disrupters.
As they pivot to these technologies,
roles will be impacted. Few will go away
completely. Traditional roles will remain,
but many will be unrecognizable and new
roles will emerge.
VALUE IS
IN CONSUMER
PACKAGED
GOODS
This is the new reality.

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As resource requirements planning,
workload reporting, compensation
computation and performance reporting
are automated, field sales managers will
become “customer strategists.” They will
focus on managing people and
customers, developing strategies and
fostering innovation.
FIELD SALES
MANAGER
EVOLUTION OF THE
BUSINESS ACUMEN
ANALYTICAL REASONING
DIGITAL KNOW-HOW
KEY SKILLS:

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As journey planning, visit preparation,
report generation and analysis are
automated, field sales representatives
will take on field sales managers’ former
responsibilities. They will spend more
time partnering with customers and
understanding industry trends.
Augmentation technologies—from
automated lead identification to new
ways to demonstrate products in real-
time—will transform sales calls.
FIELD SALES
REPRESENTATIVE
EVOLUTION OF THE
RELATIONSHIP DEVELOPMENT
COMMUNICATIONS
INSIGHT INTO COMPETITOR
AND CONSUMER TRENDS
KEY SKILLS:

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As information consolidation, analytics
and reporting to support route-to-market
strategy definition and review are
automated, channel leaders will focus on
identifying and capturing value in more
complex emerging channels such as D2C
and through partners. Channel leads will
develop deep strategic partnerships
with leading players in their channels.
CHANNEL
LEAD
EVOLUTION OF THE
BUSINESS CASE
DEVELOPMENT
COMMERCIAL ANALYSIS
KEY SKILLS:

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As administrative functions such as
creating invoices and indexing are
automated, customer service
representatives will spend less time
interacting with customers on basic
customer requests and inquiries. They
will be responsible for proactive
customer engagement and supporting
high-value, complex customer queries.
CUSTOMER SERVICE
REPRESENTATIVE
EVOLUTION OF THE
RELATIONSHIP DEVELOPMENT
CONFLICT RESOLUTION
INSIGHT INTO
CONSUMER TRENDS
KEY SKILLS:

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Monitor and maintain the robotics
systems for the enterprise.
ROBOTICS
CARETAKER
THE FUTURE
PROBLEM SOLVING
ANALYTICAL THINKING
ROBOTIC PROCESS
AUTOMATION
KEY SKILLS:
SCRIPTING
TECHNOLOGY ACUMEN
SERVICE MANAGEMENT

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Focus on the core value chain and how
to bring robotics solutions to partners
and suppliers. Assess touchpoints with
other industries and uncover cross-
industry opportunities for the
company.
ECOSYSTEM
ANALYST
THE FUTURE
BUSINESS CASE
DEVELOPMENT
BUSINESS ACUMEN
INSIGHT INTO
MARKET TRENDS
KEY SKILLS:

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Manage platform relationships and
operations with other companies,
including co-creating services that
ensure the platform delivers strong
customer experiences.
PLATFORM
ORCHESTRATOR
THE FUTURE
TECHNOLOGY ACUMEN
VENDOR RELATIONSHIP
MANAGEMENT
CONFLICT RESOLUTION
KEY SKILLS:

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Enhance the customer experience by
designing customer journeys to
leverage robotics capabilities, while
ensuring that all aspects of customer
interactions retain a human feel.
CUSTOMER
EXPERIENCE
DESIGNER
THE FUTURE
DIGITAL KNOW-HOW
INSIGHT INTO CUSTOMER
NEEDS AND TRENDS
DESIGN THINKING
KEY SKILLS:

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Train specialized Artificial Intelligence (AI)
systems to produce desired business
outcomes. Produce and curate relevant
data sets to teach the AI systems to
perform desired tasks.
ARTIFICIAL
INTELLIGENCE
TRAINER
THE FUTURE
TECHNOLOGY ACUMEN
ANALYTICAL THINKING
ALGORITHMS AND CODING
KEY SKILLS:

12. AUTOMATION IN CONSUMER GOODS
PEOPLE LED, TECHNOLGY ENABLED
Learn how CPG companies can adapt and harness
technology to unleash human productivity and
transform the future of work with our full report:
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