What are other ways to measure success besides sales?
Reward people for executing leading indicators of success and build the brand instead of paying incentives for just making numbers. Examples of good leading indicators are:
- Displays installed
- Drink menu features
- Staff trainings conducted
- Retail ads and catalog features
- POS placements/merchandising
- Cold box placements
- Target/key accounts sold
Key Points:
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Depletions Alone Are Misleading: Measuring success by cases sold ignores profitability, brand equity, and long-term sustainability.
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Bad Incentives Undermine Growth: Incentivizing only volume encourages short-term tactics like discounting and overloading inventory, which erodes margins and damages brand value.
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Leading Indicators Drive Real Success: Effective sales strategies focus on actions like displays, menu placements, and staff trainings—activities that build the brand and lead to sustained growth.
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Tech-Enabled Accountability Is Key: Tools like GreatVines help suppliers plan, execute, and measure leading sales activities, enabling smarter incentives and healthier long-term performance.
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