0
Get In Touch
$0.00
  • Tool ID: 2016
  • Author: OliiR Academy

KPIs Comparative Framework — TM, BM & Online

Trade Marketing, Brand Marketing, and Online teams each carry their own KPI vocabulary. The result is that performance conversations across the three functions become difficult — definitions differ, formulas differ, and what looks like the same KPI often is not.
$0.00
  • Tool ID: 2016
  • Author: OliiR Academy

Tool's Overview

Trade Marketing, Brand Marketing, and Online teams each carry their own KPI vocabulary. The result is that performance conversations across the three functions become difficult, definitions differ, formulas differ, and what looks like the same KPI often is not.

The KPIs Comparative Framework exists to put the three KPI dictionaries side by side in one workbook, with consistent definitions, formulas, and scoring logic.

The output is a single Excel workbook that any commercial leader can use to score all three functions on a comparable basis, and a companion guide that explains how to use it.

What This Tool Does

This tool enables commercial leaders to:

  • Define 30 KPIs across Trade Marketing, Brand Marketing, and Online consistently
  • Score Target versus Actual with automated RAG and weighted scoring
  • Compare function health on a single composite dashboard
  • Deep-dive each function with definitions, formulas, benchmarks, and owners
  • Onboard new teams or partners using a complete KPI library

It moves cross-function KPI conversations from translation to comparison.

When to Use This Tool

This tool is typically used when:

  • During annual planning and KPI cascade for the commercial organisation
  • When standardising KPI definitions across markets or business units
  • Before quarterly commercial business reviews
  • When onboarding new commercial team members or partners
  • When integrating an acquired brand or business into the commercial operating model

Who Should Use This Tool

This tool is intended for:

  • Commercial Directors and Country General Managers
  • Trade Marketing, Brand Marketing, and Digital / E-Commerce leaders
  • Sales Capability and Commercial Excellence teams
  • Insights and Performance Reporting partners
  • Senior Distributor commercial leadership

It is equally relevant for principal commercial teams and distributor commercial functions.

How the Tool Is Structured

The workbook is organised into six working sheets, plus a companion deck:

  • Dashboard — function health summary, RAG counts, composite score
  • KPI Tracker — single working sheet to enter Target and Actual for all 30 KPIs
  • Trade Marketing — deep-dive KPI sheet with definitions, formulas, benchmarks, owners
  • Online — deep-dive KPI sheet for e-commerce metrics
  • Brand Marketing — deep-dive KPI sheet for brand health and equity
  • KPI Library — complete reference list across all three functions

The companion pptx deck explains the workbook, the scoring logic, and the colour coding for first-time users.

Access Options

Free

$0

Get Started
  • Access Level
    Limited set of essential
    tools.
  • Best For
    Individuals     exploring capability support.

Select

$99

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

Unlimited

$999

Get Started
  • 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
  • GET STARTED

Ready to transform your FMCG capability?

Book Free Consultation

Turning strategy into execution.

Browse Courses

Learn anywhere, anytime.

Explore Tools

From analysis to action — instantly.