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  • Tool ID: 9101
  • Author: OliiR Academy

Trade Marketing Customer Selection Criteria

The Customer Selection Criteria tool is built to give Trade Marketing teams a structured filter to decide which customers make the cut for focused investment, and which do not.
$0.00
  • Tool ID: 9101
  • Author: OliiR Academy

Tool's Overview

The Customer Selection Criteria tool is built to give Trade Marketing teams a structured filter to decide which customers make the cut for focused investment, and which do not.

It replaces vague 'we should focus on the big ones' conversations with a 7-criteria weighted selection model that produces a defensible, ranked list of priority customers.

What This Tool Does

This tool enables Trade Marketing teams to:

  • Score customers on 7 selection criteria — revenue, profitability, growth, category development, shopper fit, execution, engagement
  • Adjust weights to reflect the current commercial priority
  • Receive a Selected / Watch / Not Selected verdict per customer
  • Rank the customer base to define focus accounts for the year
  • Pair with the Classification Tool (9100) for full customer strategy alignment

It moves customer selection from instinct to discipline.

When to Use This Tool

This tool is typically used when:

  • Building the annual customer plan and key account list
  • Filtering down a large customer universe to a focused investment portfolio
  • Re-justifying account ownership and resource allocation
  • Reviewing customer fit for a category expansion or new SKU launch

Who Should Use This Tool

This tool is intended for:

  • Trade Marketing Managers and Heads
  • Heads of Sales and Key Account Managers
  • Commercial Directors approving the customer investment plan

It is equally relevant for brand owners and distributors operating in any market with a broad customer base.

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 – customer-by-customer weighted selection grid
  • Criteria Guide – definitions and weights for each of the 7 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 in parallel with the Customer Classification Tool (9100). Classification answers 'what kind of customer is this'; Selection answers 'should we invest behind them this year'. Together they form a complete customer strategy filter.

Access Options

Free

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    Limited set of essential
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  • Access Level
    Choose up to 10 premium tools.
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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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