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  • Tool ID: 9103
  • Author: OliiR Academy

Customer Investment Scorecard

The Customer Investment Scorecard is built to give Trade Marketing and Sales leaders a structured 12-criteria diagnostic to decide whether a specific customer earns continued or expanded trade investment.
$0.00
  • Tool ID: 9103
  • Author: OliiR Academy

Tool's Overview

The Customer Investment Scorecard is built to give Trade Marketing and Sales leaders a structured 12-criteria diagnostic to decide whether a specific customer earns continued or expanded trade investment.

It replaces gut-feel customer reviews with a defensible, evidence-based scorecard that produces an Investment Verdict, Invest More, Maintain, or Reduce, and shapes the next year's trade investment posture.

What This Tool Does

This tool enables Trade Marketing and Sales teams to:

  • Score one customer on 12 criteria — profitability, volume, growth, category role, JBP, fit, execution, collaboration, payment, cost-to-serve, influence
  • Use the 0/1/3/9 scale with notes/evidence on every criterion for defensibility
  • Receive an Investment Verdict on every customer assessed
  • Standardise the way trade investment decisions are taken across the commercial team
  • Build a customer-by-customer evidence base for the annual investment plan

It moves trade investment decisions from advocacy to evidence.

When to Use This Tool

This tool is typically used when:

  • Preparing the annual JBP investment proposal for a specific customer
  • Reviewing whether an existing customer is earning the trade investment behind it
  • Pressure-testing a request for additional trade spend on a key account
  • Building the case to restructure or reduce investment on an underperforming customer

Who Should Use This Tool

This tool is intended for:

  • Trade Marketing Managers and Heads
  • Key Account Managers and National Account Managers
  • Heads of Sales and Commercial Directors
  • Finance Business Partners reviewing trade investment

It is equally relevant for brand owners and distributors making customer-level trade investment decisions.

How the Tool Is Structured

The tool is organised into four 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 scorecard correctly
  • Scorecard – 12-criteria customer scoring with notes/evidence and automated verdict

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

Positioning Note

This tool is most effective when used customer by customer, ideally as part of the annual JBP cycle or quarterly trade investment review. Applied consistently, it builds a portfolio of evidence for every customer trade investment decision.

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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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