Free Tool · Go-to-Market & Distribution

Distributor Performance Scorecard

Which distributors are building your market — and which are just warehousing it?

Which distributors are building your market — and which are just warehousing it? Score six dimensions from secondary sales to data sharing, with risk gates that no average can hide.

For: Sales Head·Free — no sign-up for results·Related service: Channel & Route-to-Market
Sales vs target3/5
Secondary, not primary.
Numeric distribution growth2/5
New live outlets per quarter.
Payment discipline4/5
On-time % and cheque/RTGS hygiene.
Infrastructure & coverage3/5
Vans, godown, beat discipline.
Market development2/5
Displays, visibility, new-category push.
Data sharing1/5
Stock & secondary reported weekly.
Distributor A health score53/100
VerdictWatch — named risks
Risk gate — data sharingFAIL — you are blind on secondary
Risk gate — paymentsPass

Next JBP agenda (auto-suggested)

  • Numeric distribution growth: agree one measurable 90-day move.
  • Market development: agree one measurable 90-day move.
  • Data sharing: agree one measurable 90-day move.
Your numbers stay in your browser until you choose to download or share.

How it works

Six weighted dimensions: sales vs target (secondary, not primary), distribution growth, payment discipline, infrastructure, market development and data sharing.

Risk gates: a data-sharing score ≤1 means you're blind on secondary; payments ≤1 means credit risk. Gates fail loudly regardless of total score.

Bands: 75+ invest & expand; 55–74 develop with a 90-day JBP; 35–54 watch with named risks; below 35 replace or restructure.

Worked example

A sales head scores five distributors. The biggest by primary sales scores 41 — propped by loading, weak on secondary and distribution. The fourth-biggest scores 78. Next year's incentive shifts from primary volume to the behaviours the scorecard measures.

Illustrative figures, not a client outcome.

Questions, answered

How often should we score partners?

Quarterly, in the JBP meeting itself, with the distributor watching. A scorecard discussed openly changes behaviour faster than one kept secret.

What if a distributor fails a risk gate?

Fix the gate before anything else: instal weekly secondary reporting within 30 days, or restructure credit terms. Gates exist because those two failures are terminal.

Version 1.0 · Reviewed 2026-10 · Methodology is fixed and version-controlled; results depend on your inputs.

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