The current price war in the German food retail market is a challenge to the profitability of several FMCG manufacturers including to their business with the traditional trade channel. This suggests even more the need to develop a profitable business model for the field sales organizations of FMCG companies in Germany which focus on this channel. In addition to the current context, the central listing decisions and the central negotiation of promotions do put a question mark on the future role of the field sales organizations in the German marketplace. The answer for several FMCG companies consists in a stronger focus of the field sales resources on attractive trade partners and in a flexibilization of the cost base through the intelligent use of 3rd party providers. This strategy needs to be supported by measures for operational performance enhancement. ADVENIAN successfully implements it’s „Formula to Win“ approach to increase efficiency of field sales organizations of FMCG and B to B services companies.