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Route to Market & Supply Chain Blog

Welcome to our blog!

We are passionate about Route to Market and supply chain management and we are delighted to share our thoughts with you. We would like to hear from you too, so please comment on our posts or contact us.

A Crystal-Clear Sales Incentive program is Fundamental to Route to Market Success

Ross Marie Thu, Dec 06, 2018
When I say Sales Incentive Program (SIP) in the Fast-Moving Consumer Goods (FMCG) sector, I am referring to the internal company incentive program that is used to motivate and influence the behaviour of sales people and teams to deliver company…

The Right Data and Metrics are Vital for FMCG Route to Market Success

Ross Marie Thu, Nov 29, 2018
For a successful Fast Moving Consumer Goods (FMCG) Route to Market (RtM) Strategy, we must be able to measure our performance across the market, internally within the company and externally against the competition and wider benchmarks. We must be…

Get the Sales Cutting Edge With These Essential Tips on Route to Market Structure

Ross Marie Thu, Nov 22, 2018
When discussing Route to Market Structure, I am referring to the physical roles and people that will be needed to carry out, back up and deliver on the RtM Strategy, and goals that are proposed or have been put in place. The types of roles that I am…

Take Ownership of Channel Classification for a Killer Route to Market Strategy

Ross Marie Fri, Nov 09, 2018
Let’s start at the beginning. When we talk about Channels, we are referring to channels of distribution to get products from a manufacturer to a consumer or customer. There are many ways to achieve distribution, e.g. direct to consumers (e.g.…

Retail Outlet Classification in RtM Strategy, an Essential Element or a Complete Waste of Time?

Ross Marie Thu, Nov 01, 2018
Firstly, what is Outlet Classification? It is a process of segmenting every individual outlet, meaning every point of purchase, based on a set of company specific agreed criteria that you will design, e.g. volume, location, consumer profile,…

How to Build a Competition Slaying FMCG Route to Market Strategy

Ross Marie Thu, Oct 25, 2018
Welcome to my blog series on the 20 Steps to Route to Market Excellence model.  The purpose of this model is to assist and guide consumer goods professionals when they are putting together their strategic and operational plans to tackle their Route…

Essential Competitor Analysis Tips to Improve Route to Market Strategy and Execution in FMCG

Ross Marie Thu, Oct 18, 2018
Over the last number of weeks, I have been writing a blog series on my 20 Steps to Route to Market Excellence model. You can read more about the the steps I have already discussed here. My goal is to provoke business leaders in the Fast Moving…

Distributor Assessment Essentials to Deliver Sales Growth and Improve RtM Strategy

Ross Marie Fri, Oct 12, 2018
Welcome to Step 3 of the 20 Steps to Route to Market Excellence. You can read more about the overall model and the steps I have already discussed here. The third step is ‘Distributor Assessment’. Whether you are looking to build a RtM strategy from…

Your Guide to Consumer & Market Mapping to Improve RtM Strategy for Sales Growth

Ross Marie Thu, Oct 04, 2018
Welcome to Step 2 of the 20 Steps to Route to Market Excellence. You can read more about the overall model and the steps I have already discussed here:. The second step is ‘Consumer & Market Mapping’.  This is where you will review how you are…

Practical Questions FMCG Leaders Should Ask When Reviewing Route to Market Performance?

Ross Marie Wed, Sep 26, 2018
Recently I shared my methodology for the 20 Steps to Route to Market Excellence at the beginning of this blog series.  You can read more about it here: The FMCG Leaders Guide to Route to Market Strategy & Execution in 20 Steps.  The first step,…

The FMCG Leaders Guide to Route to Market Strategy & Execution in 20 Steps

Ross Marie Wed, Sep 19, 2018
Wouldn’t it be great if someone developed and shared a step by step model detailing how to build and improve route to market execution, sales execution and trade marketing strategic and operational plans? After 20 years in RtM and after working with…

FMCG Route To Market Challenges; Learn from IKEA

Dave Jordan Sun, Nov 19, 2017
There is no excuse in visiting IKEA on a Sunday before watching 22 millionaires with daft hair styles kick a football around on live telly. The weather was cold and the air was full of autumn drizzle and as I turned into the car park the scale of…

Olympic level FMCG performance or simply distributor over-stocking?

Dave Jordan Tue, Aug 16, 2016
Wow, four years have flashed past since the London Olympic bunting was packed away and the metal polish put back under the sink. The 2016 Rio games are well and truly underway and the cauldron flame is alight for the duration. Over 11,000…

FMCG Success Story: Focus on Customers - see the Benefits

Dave Jordan Wed, Oct 07, 2015
 Once upon a time there was an FMCG company that I will refer to as “Foresight”. “Foresight” had spent many years and many Euros creating an acknowledged slick Supply Chain. Top class regional and global buying Flexible and cost effective factory…

FMCG: What does S&OP bring to the party? Sales success of course!

Dave Jordan Thu, Sep 17, 2015
During my recent travels I met with two Sales (or Business Development Directors if you’re posh) from well known FMCG companies to discuss an assessment review of their Route To Market (RTM) networks. Surprisingly, neither was interested and gave a…