KPI Scorecard
See how each rep and each territory is performing — both how much ground they cover and how well they execute in store.
Use this when you want a single, comparable view of productivity and quality side by side. A KPI (Key Performance Indicator) is just a number that tells you whether something is going well. The scorecard puts the important ones in one place so you can coach with facts, not hunches.
📷 [SHOT: kpi-1] — web — KPI scorecard, one row per rep with all measures as columns — caption: "One row per rep (or territory), every key measure as a column."
What each measure means
Read each measure as "out of the assigned or visited outlets, how many…". Together they tell a story: did the rep show up, did they sell, and did the shelf actually look right.
Coverage
The share of assigned outlets the rep actually visited.
Why it matters: it's the foundation. If coverage is low, every other number is built on too few visits to trust. Coach this first.
Strike rate (visited)
Of the outlets the rep visited, the share that placed an order.
Why it matters: this is selling skill. A rep can have great coverage but walk out of most outlets empty-handed — a low visited strike rate points to a conversation or product-pitch problem.
Strike rate (assigned)
Of all the rep's assigned outlets, the share that placed an order.
Why it matters: it blends showing up and selling into one bottom line. It rises when the rep both covers more outlets and converts more of them.
Note: Visited strike rate and assigned strike rate look similar but answer different questions. Visited = "of the outlets I reached, how many bought?" Assigned = "of everyone I'm responsible for, how many bought?".
ND (Numeric Distribution)
The share of the rep's assigned outlets that stock the must-sell list — outlets where a shelf audit shows the required items available. (Full detail on the Distribution analytics page.)
Why it matters: it shows whether the rep is getting the products that must be stocked onto shelves, not just any order.
OSA (on-shelf availability)
The average on-shelf availability across the rep's audits — how often the expected items were actually on the shelf.
Why it matters: orders can look fine while shelves sit empty. OSA catches that gap.
Price compliance
The average share of audits where the shelf price matched the target price.
Why it matters: wrong shelf prices quietly erode your margin and confuse shoppers. This tells you where pricing is drifting.
POSM
The average POSM (Point-Of-Sale Material — posters, shelf strips, displays, and other branded in-store material) score across audits.
Why it matters: visibility drives impulse sales. A low POSM score means your branding isn't reaching the shelf even when the product is there.
Compliance score
The average overall Perfect Store score across the rep's merchandising audits — the single number that rolls up availability, placement, pricing, POSM, and promotions.
Why it matters: it's the one headline for in-store execution quality. Use it to rank reps and territories quickly, then open the components to see why.
Sell-out
The total off-take quantity from stock counts — how much actually sold off the shelf, not just how much was ordered in.
Why it matters: orders measure what you pushed in (sell-in); sell-out measures what shoppers actually bought. Strong sell-in with weak sell-out means stock is piling up and a reorder won't be coming.
Tip: Pair Sell-out with OSA. High sell-out plus low availability is a stockout you're losing sales to — the fastest reorder opportunity on the board.
How to coach with the scorecard
Read across one rep's row and find the first weak number in the chain:
flowchart TD
A[Pick a rep's row] --> B{Coverage low?}
B -->|Yes| C[Coach routing and beat discipline]
B -->|No| D{Strike rate low?}
D -->|Yes| E[Coach the sales pitch and must-sell push]
D -->|No| F{Compliance score low?}
F -->|Yes| G[Coach shelf execution: availability, price, POSM]
F -->|No| H[Strong rep — share their habits with the team]
- Pick a rep's row (or a territory) on the scorecard.
- Is coverage low? If yes, the rep isn't reaching enough outlets — coach routing and beat discipline first, because nothing else is reliable until they show up.
- Is strike rate low while coverage is fine? The rep reaches outlets but doesn't close — coach the sales conversation and the must-sell push.
- Is the compliance score low while orders are fine? The selling works but the shelf doesn't — coach availability, shelf price, and POSM in store.
- All strong? This rep is a model — capture what they do and share it with the team.
Best practice: Coach the earliest weak link, not the lowest number. A rep with poor coverage and a great strike rate doesn't have a selling problem — fix the coverage and the rest follows.
Warning: Don't judge a rep on one measure in isolation, especially early in a period when only a few outlets have been visited. Small numbers swing wildly.
📷 [SHOT: kpi-2] — web — KPI scorecard sorted by compliance score, weakest reps at the top — caption: "Sort by any column to find who needs coaching."