My name is Sergey Fokin, and I started my career at Hill's in 2011 when I was tasked with organizing and building the sales department across various territories, ensuring its effective operation. Over the years, my role gradually expanded, and eventually, I became responsible for the entire direct sales system and interactions across different channels — from Key Accounts (KA) to traditional retail and veterinary channels.

Around 2014, we started considering the implementation of an automated reporting system. At that time, we had a vast reporting system, but it didn’t allow for comprehensive analysis or provide data in a unified format. Reports from sales representatives and supervisors were often fragmented, with some data collected manually, making the decision-making process more challenging.

This became the key driver for finding a reliable solution that could consolidate information, improve transparency, and enhance field activity control.

Our reporting automation project was launched around 2016, and over time, the system significantly evolved. Initially, we focused on traditional retail, later adding Key Accounts and the veterinary channel, which allowed us to create a unified database and receive timely reports with high levels of detail. One unique feature of the system was the introduction of “cover sheet” reports, which replaced outdated spreadsheets. This new system enabled more accurate and faster data processing, which was critically important for all levels of the business, from field sales representatives to senior management.

By 2020, we took the next step by adding a module for managers to enhance control and the quality of fieldwork. It was important for managers to not only verify the accuracy of data received from employees but also monitor their training, assign tasks based on audit results, and track their completion. The system became not just a source of data but a tool for ensuring quality fieldwork, including report validation, photo and GPS analysis, and support for continuous employee training.

One of the most notable business impacts of implementing the system was a savings of up to 30% on promotional investments, as we gained the ability to quickly adjust promotional mechanisms and manage their execution. In addition, we were finally able to objectively assess the coverage of our distribution network and the appearance of products on shelves, particularly in remote regions.

This automation also enabled the integration of our reports from different systems into a single unified solution, significantly simplifying and accelerating the analysis process.
My experience working with the Octomatica team was exceptionally positive. The high expertise and responsiveness of the engineers allowed us to quickly find solutions and make adjustments to the system based on our needs. Particularly valuable was the ability to quickly test functionalities, enabling us to obtain immediate results and make corrections as necessary. I believe that the team’s experience, understanding of our requirements, and fast response to requests greatly accelerated the implementation process, making it as efficient and user-friendly as possible for all levels of users.