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  • Tool ID: 5002
  • Author: OliiR Academy

Balanced Scorecard

Most Trade Marketing teams face five recurring problems:
$0.00
  • Tool ID: 5002
  • Author: OliiR Academy

Tool's Overview

Most Trade Marketing teams face five recurring problems:

Spend is reviewed, not performance.

Execution is discussed, not measured.

Customer pressure drives short-term decisions.

Capability gaps remain invisible.

Reviews lack structure and ownership.

This scorecard solves that by:

Forcing clarity on what truly drives performance.

Linking KPIs directly to strategy.

Creating ownership for every metric.

Establishing a disciplined monthly review cadence.

It shifts Trade Marketing from reactive reporting to structured performance governance.

What This Tool Does

The Trade Marketing Balanced Scorecard is a structured performance management system that translates Trade Marketing strategy into measurable monthly performance across six practical perspectives:

Financial Outcomes

Customer & Retailer

In-Store Execution

Shopper & Consumer

Internal Process & Efficiency

Capability & Learning

It prevents Trade Marketing from being judged only on spend and promotions — and instead measures discipline, execution, partnerships, and long-term capability.

When to Use This Tool

Use the Trade Marketing BSC when:

Strategy is defined but not consistently executed.

Financial results fluctuate without a clear diagnosis.

Teams focus only on ROI or volume.

You are running transformation or capability build programs.

Leadership wants structured monthly visibility. .

It is particularly effective during:

Annual planning cycles

Post-transformation stabilization

Multi-market alignment

Distributor capability upgrades

Who Should Use This Tool

How the Tool Is Structured

The workbook (referenced in the deck ) contains:

6 Perspectives

Each perspective includes selected KPIs (37 available; 3–5 recommended active per perspective).

KPI Selection Tab

Monthly Scorecard Tab

Enter actuals

Achievement % auto-calculated

RAG auto-generated

Dashboard

Access Options

Free

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    Limited set of essential
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    Individuals     exploring capability support.

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  • Access Level
    Choose up to 10 premium tools.
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    Teams     looking for focused, project-based support.

Unlimited

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  • Access Level
    Full access     for one year to all tools.
  • Best For
    Organizations     seeking
    structured capability building.
  • 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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