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.
