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  • Tool ID: 9100
  • Author: OliiR Academy

Trade Marketing Customer Classification Tool

The Trade Marketing Customer Classification Tool is built to give Trade Marketing and Sales leaders a structured way to classify every customer in the portfolio against nine weighted criteria.
$0.00
  • Tool ID: 9100
  • Author: OliiR Academy

Tool's Overview

The Trade Marketing Customer Classification Tool is built to give Trade Marketing and Sales leaders a structured way to classify every customer in the portfolio against nine weighted criteria.

It replaces the customary 'top 20 customers' shortlist, built by revenue alone, with a multi-criteria weighted view that exposes which customers truly deserve full investment and which are simply large.

What This Tool Does

This tool enables Trade Marketing and Commercial teams to:

  • Score every customer on 9 criteria — revenue, size, profitability, growth, alignment, engagement, execution, fit, visibility
  • Set weights tuned to your strategic priorities — defaults reflect a balanced FMCG view
  • Receive a weighted score and a customer verdict — Strategic / Managed / Cost-Controlled
  • Build a defensible customer hierarchy for trade investment allocation
  • Use as the foundation for JBP scoping, account team sizing, and resource allocation

It moves account prioritisation from revenue-first to value-first.

When to Use This Tool

This tool is typically used when:

  • Building the annual customer plan and JBP shortlist
  • Sizing the Key Account Management team and allocating account ownership
  • Reviewing trade investment by customer for the year ahead
  • Onboarding new commercial leadership to the customer portfolio
  • Building the case to reduce investment behind a large but unprofitable account

Who Should Use This Tool

This tool is intended for:

  • Trade Marketing Managers and Heads
  • Heads of Key Accounts and National Account Managers
  • Commercial Directors and Sales Directors
  • Finance Business Partners supporting commercial

It is equally relevant for brand owners and distributors managing a portfolio of trade customers.

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 customer scoring grid with automated verdict
  • Criteria Guide – definitions and weights for each of the 9 criteria

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

Positioning Note

This tool is most effective when used at the start of the annual planning cycle, before resource and investment allocation. Applied consistently, it ensures customer investment flows to the accounts that earn it, not to the accounts that have always received it.

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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