See which distributors grow primary and secondary sales profitably
An illustrative consumer goods and distribution concept connecting distributor master data, primary invoices, secondary sales, receivables, and service levels for distributor performance.
Secondary sales growth (%)
Primary to secondary sales ratio
Overdue receivables share (%)
Distributor order fill rate (%)
THE CHALLENGE
Distributor reviews rely on primary sales alone
Stock not visible
Closing stock is reported irregularly or not at all.
Static norms
Stock norms do not change with seasonal sales velocity.
Fast-mover gaps
High-velocity SKUs run out while slow SKUs pile up.
Ordering by habit
Primary orders follow last month's quantity rather than need.
THE SOLUTION
Distributor Performance Review Framework
Territory mapping
Collect daily or weekly closing stock from every distributor.
Velocity-based norms
Set norms from recent secondary sales velocity and lead time.
Gap identification
Compare stock with norm for every SKU and distributor.
Order suggestion
Show suggested primary quantities for sales team review.
THE APPROACH
Distributor Master Reconciliation
Standardise closing stock submissions and track missing reports.
Sales Velocity Calculation
Calculate rolling daily secondary sales by SKU and distributor.
Norm Recalculation
Recalculate days-of-cover norms with lead time and seasonality.
Below Norm Alerts
Combine growth, collection, and service measures into a documented distributor scorecard.
Upload Gap Detection
Flag distributors with missing or late secondary sales uploads before ranking them.
Quarterly Review Preparation
Prepare evidence-linked review packs for sales leaders without automating commercial decisions.
THE IMPACT
Fair comparison
Distributors could be compared on consistent territories and periods.
Sell-out visibility
Teams could see whether primary billing reached outlets.
Credit context
Overdue balances could be reviewed alongside growth.
Data completeness
Missing secondary uploads could be identified before reviews.
Controlled review
Authorized teams could review distributors with falling secondary sales, rising overdue balances, or weak service levels, with source evidence retained beside each review case.
Measurable evaluation
A pilot could establish baseline values for secondary sales growth (%) and assess changes after approved actions. Descriptive results alone would not establish causality.
Explore Distributor Inventory And Stock Norms
Work with RUSA Analytics to connect distributor closing stock, stock norms, secondary sales velocity, and pending primary orders and create a governed workflow to review distributors below stock norm on fast movers or holding excess slow stock. Start with a scoped concept or pilot and agreed success measures.
MORE WORK
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