High-Impact Discovery Questions for Selling to Growth Leads in FMCG & CPG

Summary:

Growth Leads in FMCG/CPG face the dual challenge of driving rapid online growth while maintaining brand consistency across fast-moving product lines. Their focus is on scaling digital channels, maximizing repeat purchases, optimizing promotions, and reducing operational inefficiencies. Unlike other industries, FMCG/CPG e-commerce is highly sensitive to speed-to-market, consumer loyalty, and campaign execution across multiple SKUs.

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When selling E-commerce Automation tools to this persona, the conversation should center on how automation can accelerate growth campaigns, improve repeat purchase rates, and reduce execution bottlenecks. These 30 discovery questions are designed to uncover the Growth Lead’s core challenges, decision criteria, and success metrics.

Early Discovery (Understand context + spark interest)

What are your top growth priorities this quarter—acquisition, retention, or channel expansion?
How do you currently manage promotions and discounts across multiple SKUs?
What percentage of your e-commerce revenue comes from repeat vs. new customers?
How do you identify and act on fast-moving consumer trends online?
Which KPIs matter most to you—CAC, LTV, retention rate, or campaign ROI?
How do you currently segment customers for targeted campaigns?
What’s the biggest challenge you face in scaling your e-commerce channels?
How do you manage omnichannel campaigns across marketplaces, D2C, and retail?
How much of your campaign execution is automated vs. manual?
How do you handle seasonal spikes in demand and promotions?

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Qualification (Gauge buying signals + budget fit)

What tools do you currently use for campaign automation or e-commerce optimization?
How do you measure the effectiveness of promotions on sales velocity?
What challenges do you face in coordinating product launches across channels?
How do you currently track and reduce customer churn?
What’s the average time your team spends setting up and managing campaigns?
Which part of your funnel is the biggest bottleneck—awareness, conversion, or retention?
How do you attribute revenue impact across digital channels?
Who else is typically involved in decisions for e-commerce growth tools?
How frequently do you reevaluate your e-commerce tech stack?
What’s your typical budget allocation for growth initiatives in digital commerce?

Deep Needs Analysis (Quantify pain + tie to ROI)

What’s the financial impact of campaign delays or misaligned promotions?
How would a 10–15% lift in repeat purchase rate affect your revenue targets?
How do stockouts or inaccurate product sync impact customer satisfaction and sales?
What’s the cost of manually managing SKUs and promotions across multiple platforms?
How do you currently personalize offers to drive basket size or repeat buys?
What revenue would you unlock if you reduced churn by even 5%?
How do inefficiencies in reporting affect your ability to optimize campaigns in real-time?
What role does data-driven experimentation (A/B testing, dynamic pricing) play today?
How do operational silos between marketing, sales, and supply chain impact growth?
What competitive advantage would faster, automated execution give you in FMCG/CPG e-commerce?

How Pepsales AI Makes Discovery Smarter

Growth Leads expect conversations that link directly to scaling, retention, and revenue impact, not just features. That’s where Pepsales AI’s Copilot helps:

Provides persona-specific discovery playbooks tailored for FMCG/CPG growth leaders
Surfaces real-time talk tracks and objection handling on promotions, churn, and automation ROI
Auto-captures KPIs, goals, and pain points directly into your CRM
Scores opportunities using BANT & MEDDPICC frameworks for better qualification
Gives RevOps and leadership deeper pipeline visibility into FMCG/CPG growth deals

With Pepsales AI, your sales team doesn’t just pitch automation, they uncover the growth levers that make your solution mission-critical for FMCG/CPG leaders.

Want to Accelerate FMCG/CPG E-commerce Growth?

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