1st Mansmith SalesCon: Strategic Go-To-Market
Theme: “The Frontline of Resilience: Beyond the Transaction”
A salesperson is no longer just an engine of growth; they are the fiduciary frontline shield of the organization. When global supply chains tighten and energy costs spike, the sales force must be the most strategic thinkers in the room. They are the ones who decide where to deploy limited inventory, how to protect margins against higher energy cost, and how to maintain trust when the market is in a fog.
Mastering Strategic Go-To-Market in 2026 means evolving from "selling more" to "selling smarter." It is the difference between a team that panics during a blockade and a team that is well trained to navigate it. The right skill set is no longer a luxury for "good times", it is the only dividend that ensures a company's competitiveness when the "bad times" hit.
Bring your salesforce nationwide as we bridge the gap between marketing promise and operational reality. Learn from award-winning sales pros the actionable judgment required to drive revenue when every kilometer counts.
Day 1: Virtual: Mastering Market Reach & Execution
Understanding how to reach markets and execute effectively before you’re under pressure allows you to allocate resources wisely, avoid costly mistakes, and respond quickly to changing conditions.
Speaker: Oscar Villamora, Managing Director, Beverages, URC
Session Overview: Learn the key principles in designing RTM strategy that maximizes sales growth, drive market coverage while ensuring an optimized cost structure. This session teaches the strategic planning skills, channel prioritization and distribution model choices that form the foundation of every high-performing sales operation.
3 Key Skills:
Identify and prioritize high-potential markets efficiently.
Select the optimal distribution model for effective Channels reach
Manage costs while maximizing coverage and effective reach
Seatmate Exercise: Pair up and sketch a mini route map for the attendee’s product. Identify 2 areas to prioritize and explain why.
Speaker: Cindy Banaria, National On-Premise Sales Head, Coca-Cola Euro-Pacific Aboitiz Philippines
Session Overview: Explore how to manage multiple sales channels. Learn strategies to segment, incentivize, and coordinate channels for smoother execution and higher revenue.
3 Key Skills:
Segment sales channels for focused efforts.
Select and incentivize the right channel partners.
Minimize channel conflicts while maximizing margin.
Speaker: Justin Estrella, Sales Director, Proctor and Gamble
Session Overview: Build stronger partnerships with distributors by aligning goals, tracking performance, and using digital tools. Learn to create mutually beneficial relationships that drive market penetration and sustainable growth.
3 Key Skills:
Align distributor goals with company objectives.
Track performance using simple digital tools.
Strengthen relationships to ensure sustainable sales growth.
Speaker: Rani Roque, National Sales Manager - General Trade & Wholesale, Reckitt Philippines
Session Overview: Learn how to allocate sales resources strategically across territories. This session focuses on identifying high-value areas, balancing urban and rural coverage, and setting achievable targets to maximize productivity.
3 Key Skills:
Identify high-value territories and set achievable targets.
Allocate resources efficiently across urban and rural markets.
Monitor coverage to reduce missed opportunities.
Day 2: Virtual – Strategic Accounts, Marketing & Conversion
Why it matters: Sales and marketing strategies often fail because teams react instead of plan. Knowing how to manage key accounts, categories, promotions, and shopper behavior before you need them ensures consistent growth, better partnerships, and higher conversion rates.
Speaker: Stephen Tiu, Managing Director, Southeast Asia, Versuni (formerly Philips) Singapore
Session Overview: Manage high-value accounts strategically to create long-term partnerships. Learn to negotiate, co-market, and build joint business plans that grow both your brand and your partner’s business.
3 Key Skills:
Build strong relationships with high-value accounts.
Co-create joint business plans to grow both brand and partner.
Negotiate effectively for mutually beneficial outcomes.
Speaker: Zyra Tinio Obias, AVP Beauty BU, Watsons Philippines
Session Overview: Optimize product mix, pricing, and category strategy to maximize shelf performance and market share. Understand how to balance assortment, promotions, and inventory for better results.
3 Key Skills:
Optimize product mix and pricing strategies.
Plan category strategies to maximize shelf performance.
Monitor and adjust plans for higher market share.
Speaker: JP Sta Ana, Franchise Head, Pepsico
Session Overview: Plan, execute, and measure promotions that drive volume without eroding margins. Learn how to analyze ROI and design campaigns that influence buying behavior effectively.
3 Key Skills:
Design promotions that drive volume without margin erosion.
Measure ROI for every trade spend.
Execute campaigns that influence buying behavior.
Speaker: Anson Dichaves, General Manager, DKSH Singapore
Session Overview: Turn shopper insights into actionable strategies that drive in-store and online conversions. Learn product placement, campaign design, and omnichannel alignment for maximum impact.
3 Key Skills:
Translate shopper insights into in-store and online action.
Improve product placement and campaign design for conversion.
Align omni-channel efforts for consistent brand impact.
Why Send Your Nationwide Team to Salescon
Immediate Skills Application: Every session focuses on tools, frameworks, and techniques your team can implement next week.
Revenue Growth: Optimize routes, channels, accounts, and promotions for measurable results.
Market Leadership: Equip managers and supervisors to lead high-performing teams and influence customer behavior.
ROI-Proven Learning: Learn from top-performing leaders from URC, Coca-Cola, P&G, Reckitt, Versuni, Pepsi, Watsons, and DKSH.