The interactive presentation "Automating Sales Chain Motivation" at the forum was delivered by M-Social's Production Director, Sergey Akimenko. He explained how IT solutions can transform dealers and partners into true growth drivers for manufacturers of finishing materials.

Problems and Solutions

During his presentation, Sergey highlighted the key pain points common to many manufacturers:

• Manual data handling: KPIs, sales, and bonuses are scattered across disparate Excel files, emails, and chats.
• Lack of transparency = Disputes: Dealers cannot see their results and bonuses, leading to constant arguments and decreased loyalty.
• Seasonality, "dead" stock, "slow-moving" items: Inability to quickly launch a targeted program to boost winter sales or clear old inventory from the warehouse.
• Slow market response: Launching a promotion for dealers or partners requires weeks of approvals and manual work.
• Hidden inefficiency: No unified analytics to understand which incentive programs are truly effective and which are "draining" the budget.

As a response to these challenges, M-Social offers a unified IT platform for managing incentives. Its core is the PromoBuilding constructor, which uses ready-made components and built-in algorithms to quickly create and deploy effective motivation programs.

What are the key capabilities of PromoBuilding?

1. Transparency and trust: Each partner sees their KPIs and bonuses in real-time within their personal account.
2. Speed and flexibility: Launching motivation programs now takes hours, not weeks.
3. Automation of routine work: Accurate bonus calculation and instant payouts eliminate errors and overpayments.
4. End-to-end analytics: Real-time dashboards show the effectiveness of each program.

The PromoBuilding constructor offers customizable modules for any budget, while also guaranteeing security and flexible integration with company systems.

Real Result: Case Study for the Brand "Spadar"

To substantiate this theory, Sergey Akimenko analyzed a real case study on developing a motivation program for the manufacturer "Spadar."

Result:

• Implementation time: 5 weeks.
• Dealer sales increased by 17%.
• Partner loyalty improved significantly.

Testimonial from Spadar LLC Commercial Director, Marina Karikina:

“Previously, motivating our partners (contractors, retailers) was a headache: data was scattered across files, personal emails, chats. To calculate bonuses, approve terms, or simply check a participant's status, we had to involve several departments, including finance, sales, and even top management. Errors. Delays. Extra costs.

After implementing the PromoBuilding platform, these issues were resolved:

• One specialist manages the program instead of an entire department.
• Partners see their bonuses online; we get analytics in a couple of clicks.
• Activities are launched much faster, without bureaucratic red tape.
• We reduced administration costs and increased engagement.

Automating motivation is not just about convenience. It's a step towards a digital business free from routine and partner dissatisfaction. And the cost of implementing the program pays back faster than it seems.”

Conclusion

Through his presentation at Building Skin Russia 2025, M-Social Production Director Sergey Akimenko demonstrated that modern construction technologies are not just about new materials and structures, but also about IT solutions for managing business processes. Automating sales chain motivation is becoming a key growth factor, enabling manufacturers to quickly respond to market challenges and build strong, transparent relationships with their partners.