If your reps are still building decks from SharePoint folders and emailing PDFs after a store visit, you already know the real question isn't "do we need software." It's which software fits a field team that visits stores, not a desk.

This guide compares five approaches field marketing and field sales managers actually choose between in 2026: doing it manually with SharePoint, Teams, and email; Salesframe, a sales enablement and retail execution platform for FMCG field teams; Showell, a Finnish sales enablement platform and Salesframe's closest Nordic competitor; Repsly, a US retail execution platform built around visit consistency and AI shelf recognition; and Asseco Platform, the large-scale FMCG execution suite behind Mobile Touch and Retail Image Recognition. We'll also cover where a capture layer like Salesframe Scout fits into the decision.

What is field sales enablement software?

Field sales enablement software gives reps one place to prepare for a store visit, present materials in it, and follow up after it, while giving managers visibility into what was shown, what was used, and what happened at the shelf. It sits next to retail execution software, which focuses on route planning, order capture, and in-store compliance (planogram compliance, share of shelf, out-of-stocks). Some platforms, like Asseco Platform and Repsly, lean toward retail execution. Salesframe and Showell lean toward the content and follow-up side of the field visit, with Scout covering lightweight in-store capture on the Salesframe side.

Why SharePoint, PowerPoint, and email aren't enough

Most field teams didn't choose SharePoint and email. They inherited it, because it's already paid for and IT already knows it. The problem shows up in the numbers nobody tracks:

• No trackable follow-up. A rep emails a PDF after a visit and has no idea if the buyer ever opened it.

• Version chaos. Reps pull pricing sheets and campaign decks from folders that are two campaigns out of date.

• No presentation workflow. Building a tailored deck for a specific chain or category means copying slides by hand, every time.

• No engagement data. Marketing has zero visibility into which materials reps actually use in the field.

• No in-store documentation. A promotion that never got set up at the shelf shows up as a complaint from the buyer, not as a photo in a system anyone can see.

None of this is a criticism of SharePoint. It's a document repository. It was never built for what happens in the 20 minutes a rep spends in front of a store manager.

Salesframe: sales enablement built for FMCG field teams

Salesframe is a field sales enablement and retail execution platform for FMCG, CPG, alcohol and beverage wholesale, and tobacco field teams. The product runs on a tablet or phone in the store, not in a head-office meeting room.

Core workflow: content library → prepare a tailored presentation → present it in the store → send a trackable follow-up link → see what the buyer opened and for how long.

Where it fits: field teams of 20 to 500+ reps who visit stores or HoReCa accounts regularly and need one current content library instead of scattered files.

Pricing: roughly €20 to 25 per user per month.

Implementation: typically 2 to 4 weeks.

Hosting and compliance: EU-hosted on AWS, GDPR compliant, targeting ISO 27001 certification in early H2 2026.

Scout: Salesframe's in-store capture module, in pilot from June 2026. Reps photograph what's happening in the store, tag it, and share it with the team in a collaborative feed, so a failed promotion shows up the day it happens instead of at the end-of-month review. Scout isn't a shelf-auditing AI tool. It doesn't do SKU-level image recognition. It's a lightweight documentation and collaboration layer that lives inside the same platform reps already use for content and follow-up.

Where it's weaker: no AI-powered image recognition today (AI content search is roadmapped for H2 2026), and no shelf-level planogram compliance scoring. If SKU-level shelf auditing is the primary requirement, Salesframe isn't the tool for that job on its own.

Showell: the closest Nordic competitor

Showell is a Finnish sales enablement platform founded in 2012 in Jyväskylä, and it's the competitor Salesframe runs into most often in Nordic deals.

Core workflow: centralized, admin-controlled content library → branded mobile app with offline access → slide-level presentation building → digital sales rooms for sharing with buyers → trackable links with engagement analytics.

Where it's strong: a genuinely polished, easy-to-learn interface, a fast onboarding curve, and an AI-powered conversational content search that launched in early 2025, ahead of where Salesframe is today. Showell also shipped a learning management system in 2025 for sales training and onboarding, and it holds ISO 27001 certification already.

Pricing: a free plan for up to 25 files, an Essential tier around €25 to 30 per user per month, and custom Professional and Enterprise tiers, with Professional reportedly starting around $715 per month for teams up to 200 users.

Customers: Sandvik, Kubota, Ponsse, BSH, Danone, Bosch, and Volvo, among others, concentrated in manufacturing, building materials, and machinery.

Where it's weaker vs Salesframe: no equivalent to Scout for in-store capture and collaboration, less depth in FMCG-specific workflows since Showell is built horizontally across industries, and a lighter Dynamics 365 integration than Salesframe's CRM writeback. User reviews also point to limited custom reporting and occasionally clunky content personalization editing.

Repsly: retail execution built around visit consistency

Repsly is a Boston-based retail execution platform focused on route planning, visit scheduling, digital checklists, order capture, and rep performance dashboards. It has been used by CPG field teams for over a decade.

Core workflow: schedule visits → complete standardized checklists and forms in-store → capture shelf photos → run AI-powered ShelfScan for SKU-level recognition → review dashboards.

AI image recognition: Repsly's ShelfScan, built with partner ParallelDots, reports up to 50% reduction in in-store audit time, up to 98% inventory accuracy from SKU recognition, and a 40% year-over-year sales lift in ShelfScan-enabled stores versus non-enabled stores, according to Repsly's own published figures.

Where it's strong: visit consistency, rep accountability, and a clean, low-resistance mobile app that field reps adopt quickly.

Where it's weaker vs Salesframe: no content library or presentation-building workflow, no trackable digital sales room for follow-up, and no engagement analytics on shared materials. Repsly documents what reps did in the store. It doesn't help them prepare or follow up on the sales conversation itself. Independent comparisons also note that Repsly's image recognition capabilities were added onto a checklist-first architecture rather than built from the ground up for automated shelf reading, and that the platform captures what reps submit rather than independently verifying shelf conditions.

Asseco Platform: the enterprise-scale FMCG execution suite

Asseco Platform, part of the Asseco Group, is a much larger and more horizontal system. Its Mobile Touch app is used by 24,000-plus field reps across 65 countries, and its Retail Image Recognition module claims over 98% shelf-audit accuracy. Customers include Nestlé, Heineken, and Ferrero, alongside Coca-Cola Hellenic and PepsiCo, per independent coverage of the platform.

Core capabilities: sales and retail execution (order capture, route planning, merchandising), AI-powered shelf scanning, a trade data hub that harmonizes distributor sell-out data, trade terms and settlement management, and route-to-market optimization, all connected to the wider Asseco ERP ecosystem.

Where it's strong: breadth. Asseco isn't just a field sales tool, it's an enterprise system spanning finance, production, warehouse operations, and field sales in one platform, which appeals to large manufacturers that want field execution tied directly into ERP and trade settlement.

Where it's weaker vs Salesframe: that same breadth is the drawback for a mid-sized field team. Asseco is built for organizations that want a full enterprise stack, with the implementation timeline and internal IT involvement that comes with it. There's no equivalent to a lightweight, fast-to-deploy content library and follow-up workflow built specifically around a 20-minute buyer meeting. Teams that just need reps to prepare, present, and follow up well are paying for a lot of platform they won't touch.

Comparison