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  • Tool ID: 9106
  • Author: OliiR Academy

TM Assigning investment roles

The TM Assigning Investment Roles tool is built to give Trade Marketing leaders a structured way to translate customer scoring into clear investment roles — Strategic Partner, Growth Partner, Managed Account, or Cost Control.
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  • Tool ID: 9106
  • Author: OliiR Academy

Tool's Overview

The TM Assigning Investment Roles tool is built to give Trade Marketing leaders a structured way to translate customer scoring into clear investment roles, Strategic Partner, Growth Partner, Managed Account, or Cost Control.

It replaces the loose 'A, B, C customer' language with a 4-role investment framework that defines how each customer is served, supported, and resourced.

What This Tool Does

This tool enables Trade Marketing and Commercial leaders to:

  • Score every customer on 7 weighted criteria with adjustable weights
  • Assign each account one of four Investment Roles
  • Define service levels, JBP commitment, and resource intensity by role
  • Build a portfolio view of investment role distribution
  • Direct trade investment to the accounts where each dollar has the most leverage

It moves the customer investment conversation from generic to deliberate.

When to Use This Tool

This tool is typically used when:

  • Translating the customer classification into operational investment decisions
  • Building the trade marketing investment plan for the year
  • Reviewing whether each account is being served at the right intensity
  • Sizing the field force and KAM team to the portfolio's investment shape

Who Should Use This Tool

This tool is intended for:

  • Trade Marketing Heads and Commercial Directors
  • Heads of Key Accounts and National Account Managers
  • Finance Business Partners supporting trade investment governance

It is equally relevant for brand owners and distributors with portfolio-wide customer investment decisions.

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 tool correctly
  • Scorecard – weighted scoring grid plus Investment Role assignment
  • Criteria Guide – definitions and weights for each criterion

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

Positioning Note

This tool is most effective when used in sequence with the Classification (9100) and Selection (9101) tools. Together they form an end-to-end customer strategy stack — classify, select, and resource each account with discipline.

Access Options

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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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