Route-to-Market Pilot Checklist

The Supply Chain Lab often gets involved in Route-to-Market pilot design and implementations in emerging markets. Below are a number of issues to consider when implementing and monitoring your Route-to-Market pilot:

  1. Channels– Are we servicing the focus channels?
  2. Service and coverage – Assess how frequently the outlets receive service and whether the total outlet base is covered.  Is service sufficient or are they over- or under-serviced?
  3. Responsibility – Review who is doing the order generation and account development. Is this in line with the model design?
  4. Quality of call – Observe the service quality.
  5. Delivery- Verify deliveries to the outlets. How long does the delivery process take?
  6. Stockholding- Check stockholding and warehouse space. Do they have sufficient stock to service the outlet base?
  7. Distance – Review the distance from the stock point or distribution centre to the outlet base
  8. Time study – Assess in-outlet and travel time. Do they have sufficient time to conduct their tasks?
  9. Sources of supply – Explore where outlets receive product from. Do they also receive / make top-ups directly from the wholesaler when they run out?
  10. Inventory levels – Review the outlet inventory levels, by SKU.
  11. Inventory visibility- Observe the visible stock (e.g. displayed) and stock in the storeroom (if any).
  12. Execution levels & standards – Explore the current execution levels.
  13. Routing & Admin -Are lists and maps up to date? Also check general admin.
  14. Scheduling and routing – Assess if they have clear route schedules and whether they have well-defined routes.
  15. Aids – Explore if they use a sales toolkit and how they communicate to the outlets.
  16. Flow – Understand the product, cash and information flow. Determine if there are any bottlenecks in the system.
  17. Communication – Review communication between the key partners and individuals.
  18. Financial impact- Track financials as per the financial model. Ensure all info is collected to keep the model updated.
  19. Key Performance Indicators (KPIs) – Review the key performance indicators tracked by the sales team. Are they tracking outlet activation, strike rate and sales?
  20. Sharing – Review how they share KPIs and performance tracking?
  21. Tracking knowledge – Ensure tracking and monitoring systems are clear to all parties.
  22. Processes – Assess if processes are well defined and standardised.
  23. Reviews – Do they have scheduled reviews and feedback sessions? How is the project supervised?
  24. Feedback – Check the feedback loop.
  25. Job descriptions – Do they all understand their jobs as per the provided job description? Is this in line with expectations?
  26. Accountability issues – Assess if there are any overlapping processes and accountability issues.
  27. Training – Are they conducting training and coaching sessions? Do they require additional training?

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