Route-to-Market Pilot Checklist

The Supply Chain Lab often gets involved in Route-to-Market pilot design and implementation 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 standardized.
  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 unclear accountability issues.
  27. Training – Are they conducting training and coaching sessions? Do they require additional training?


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