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  • Tool ID: 9098
  • Author: OliiR Academy

Channel Relevance Selector Tool

The Channel Relevance Selector is built to give Trade Marketing and Commercial teams a structured way to score every retail channel against eight strategic attributes — and rank them objectively for investment, JBPs, and category strategy.
$0.00
  • Tool ID: 9098
  • Author: OliiR Academy

Tool's Overview

The Channel Relevance Selector is built to give Trade Marketing and Commercial teams a structured way to score every retail channel against eight strategic attributes, and rank them objectively for investment, JBPs, and category strategy.

It replaces channel debates anchored in legacy thinking with a structured, scored, attribute-by-attribute view that exposes which channels actually deserve trade investment and which are receiving it by inertia.

What This Tool Does

This tool enables Trade Marketing and Commercial teams to:

  • Score every channel — Modern Trade, Traditional, HORECA, Wholesale, Specialist, Digital — against 8 strategic attributes
  • Use the 0/1/3/9 scale to enforce decisive scoring with no comfortable middle ground
  • Receive a Relevance Score and Priority band (Core / Material / Limited) for every channel
  • Surface the channels under-served by current investment and the ones over-served
  • Build the channel strategy slide of the annual plan on a defensible evidence base

It moves channel strategy from inherited belief to deliberate commercial choice.

When to Use This Tool

This tool is typically used when:

  • Preparing the annual trade marketing channel strategy
  • Considering entry into a new channel — digital, q-commerce, food service
  • Reviewing channel investment allocation across a portfolio
  • Onboarding a new commercial leader to the channel landscape
  • Building the case to deprioritise a legacy channel that no longer earns its investment

Who Should Use This Tool

This tool is intended for:

  • Trade Marketing Managers and Heads
  • Channel Heads and Channel Managers
  • Commercial Directors and Country Managers
  • Key Account Managers preparing channel-specific strategy

It is equally relevant for brand owners and distributors building channel strategy in any market.

How the Tool Is Structured

The tool is organised into five clear working sections:

  • Cover – branded front sheet with reference, version, and use rights
  • Terms of Use – full IP, licence, and disclaimer framework
  • Instructions – step-by-step guidance on how to use the selector correctly
  • Selector – channel-by-channel scoring grid with Relevance Score and Priority verdict
  • Scoring Guide – definitions for what each 0/1/3/9 score means

This ensures the tool is immediately usable, decision-oriented, and defensible in channel strategy reviews.

Positioning Note

This tool is most effective when used at the start of the annual planning cycle, before trade marketing budgets are allocated by channel. Applied consistently, it ensures investment flows to the channels that actually drive value and not to the channels that are simply familiar.

Access Options

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    Full access     for one year to all tools.
  • Best For
    Organizations     seeking
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  • Download in Microsoft Formats.
  • Excel, Word, PowerPoint.
  • Fully editable, ready to implement.

FAQs

Do I need special software?

No, All tools are built in Microsoft Office.

Download links are sent by email.

Yes, they are fully editable.

Proprietary to OliiR Academy – For internal use only.

  • Testimonials
Before this program, our trade marketing team was stuck in 'execution mode'—constantly firefighting and reacting to sales requests. This course gave them the structure to stop fixing gaps and start leading the category strategy. They are finally operating as the engine room of our commercial growth.
— Commercial Director, Global FMCG Manufacturer
The biggest impact has been on our internal alignment. We used to have Sales, Marketing, and Trade working in silos, often with competing priorities. The Mini-MBA created a shared language and a single commercial rhythm. Now, when we approach a retailer, we speak with one unified voice.
— VP of Sales & Marketing, Regional Distributor
Trade spend is our second biggest P&L line, yet we were spending it on instinct. This program gave my team the financial discipline to actually measure ROI. We’ve stopped the 'surprise promotions' and started building investment models that actually justify the funding.
— General Manager, Food & Beverage
Our conversations with buyers have completely changed. We moved from simply pushing SKUs to presenting data-backed category stories that defend our shelf space. The team now has the confidence to justify listings and challenge retailers with insights, not just price.
— Head of Modern Trade, Personal Care Brand
What I appreciate most is the practicality. My team didn't just learn theory; they came back with ready-to-use JBP templates and Scorecards that we implemented immediately. It brought order and predictability to our daily work routine.
— HR Director, Consumer Goods
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