10 New Year’s Resolutions to Transform Distribution Performance in 2026

What do we want from our distributors in 2026? As we start the year, now may be the ideal time for Senior Managers to revisit their distribution strategies. A high-performing distribution network isn’t built overnight; it requires consistent evaluation, strategic adjustments, and relentless execution.

With that in mind, here are some New Year’s resolutions to consider.

1. Market Analysis

Resolution: Deepen your understanding of the market landscape.

A robust market analysis sets the foundation for effective distribution. Commit to regular reviews of:

Consumer trends: Are your products aligned with evolving consumer preferences?
Regional opportunities: Are there untapped regions or cities where demand is growing?
Economic factors: How do inflation, disposable income, or currency fluctuations affect purchasing patterns?

Leverage technology, third-party reports, expert reviews and local insights to stay ahead.

2. Channel Analysis

Resolution: Optimise channel strategies for maximum reach and impact.

Every product’s success depends on the right mix of distribution channels. Evaluate:

Channel efficiency: Are certain channels outperforming others in revenue contribution?
E-commerce integration: Is your distribution network equipped for the rise of digital sales?
Channel overlap: Are you cannibalising sales across overlapping distributors or regions?

Refining your channel strategy ensures optimal coverage without waste.

3. Cost to Serve Analysis

Resolution: Understand the value chain and its costs. Align costs with value creation.

Understanding your cost to serve is essential for profitability and should be fundamental in distributor contract negotiations. Analyse:

High-cost segments: Which value chain components, customer groups or regions are eroding margins?
Efficiencies: Can logistics or warehousing costs be streamlined?
Pricing models: Are your pricing structures reflective of the true cost to serve?

Reducing inefficiencies can free up resources for growth initiatives. Understanding the value chain costs can and usually does drive improvements in gross margins.

4. Competitor Analysis

Resolution: Benchmark and learn from competitors.

Stay one step ahead by studying your competition:

Distribution tactics: What differentiates their network from yours?
Customer loyalty: How do they retain and grow their customer base?
Innovation: What new practices or technologies are they adopting?

Competitor insights can uncover gaps in your strategy.

5. Model Distributor

Resolution: Define what your ‘Model Distributor’ should look like.

Establish the traits of your ‘ideal distributor’:

Performance benchmarks: What are your expectations for sales, coverage, and execution?
Process benchmarks: What does good look like for distributor planning and logistics, sales management and execution and financials (strength, turnover, P&L, balance sheet, etc)?
Cultural fit: Are their values aligned with your brands?
Scalability: Do they have the infrastructure to grow alongside your business?

Use this model to identify gaps in your current network and guide new partnerships.

6. Distributor Assessment

Resolution: Evaluate your current Distribution Partners rigorously including against your defined Model Distributor.

Regular distributor assessments ensure alignment with business objectives:

Sales performance: Are they meeting agreed sales and coverage targets?
Process performance: How do they rate and perform in planning, logistics, inventory management, customer service, etc.?
Customer feedback: How do retailers rate their service levels?
Compliance: Are they adhering to agreed contractual and operational standards?

Transparent assessments identifies poor performance, root causes and strengthens accountability, all of which drive mutual growth.

7. Digital RtM

Resolution: Accelerate digital transformation in your Route-to-Market strategy.

Commit to integrating digital tools and analytics into every stage of your distribution process to enhance visibility, efficiency, and customer engagement.

Distributors. Are your distributors equipped with digital platforms for order management and real-time inventory tracking?
Data Analytics. How effectively are you leveraging data analytics to predict demand and optimize stock levels?
E-Commerce. Is your e-commerce and omnichannel strategy aligned with changing consumer buying behaviours?

A digitally enabled RtM will deliver faster decision-making, improved customer satisfaction, and sustainable growth in a competitive market. Digital RtM is no longer an option. It is a ‘must have’.

8. Joint Business Plan (JBP) and Joint Action Plan (JAP)

Resolution: Strengthen collaboration with distributors through structured planning.

A Joint Business Plan (JBP) aligns both parties on shared goals and strategies, while a Joint Action Plan (JAP) ensures execution. Focus on:

Goal alignment: Define mutual objectives for growth, market share, and profitability.
Key initiatives: Identify joint marketing campaigns, product launches, and regional expansions.
Execution timelines: Establish clear timelines and responsibilities for both parties.
Performance tracking: Set KPIs to monitor progress and success. Review monthly.

Collaborative planning builds trust, drives accountability, and ensures both parties benefit from the partnership.

9. Point of Sale Execution

Resolution: Ensure flawless execution at the Point of Sale (POS).

A great distribution strategy fails without effective POS execution. Focus on:

Merchandising standards: Are your products displayed prominently and correctly?
Promotional compliance: Are promotions being executed as planned?
Training: Do distributor and retail teams understand your product and brand story?

Monitor execution rigorously to bridge the last-mile gap.

10. Route-to-Market (RtM) Performance & KPIs

Resolution: Track and improve key performance metrics.

What gets measured gets managed and improved. Set clear KPIs for your distribution network including:

Order fulfilment rate: Measure delivery completeness and accuracy.
Sales growth by region: Identify high-potential areas.
Distribution Coverage: Identify numeric and weighted distribution performance.
Distributor ROI: Evaluate profitability at the distributor level.

Regularly review these metrics and adjust strategies to achieve continuous improvement.

Turbo-Changing Distributor Performance

To dramatically improve distributor performance, and when looking at Distributor Selection we use the 3 steps of Assessment, Blueprint and Catalyst as follows:

These phases follow the process that we call the A-B-C of Route to Market. This model simplifies the world of RtM into a series of three steps that any RtM practitioner can execute.

Final Thoughts

Distribution excellence doesn’t happen by chance. It requires a systematic, data-driven approach across all areas of your network. As you refine your distribution strategy this year, focus on these resolutions to build a high-performing, agile, and sustainable distribution ecosystem.

Let 2026 be the year your distribution network delivers its best performance ever.