Reports and decisions
Reports for the people who have to decide something.
25 reports across five audiences — sales leadership, marketing, forecasting, executive finance and field operations. Every one is derived from approved stockist data, and every one names the fields it came from.
Where the numbers come from
A report is only as good as its chain of custody.
Every figure below sits at the end of the same five steps. The last one is the reason a number can go in a board pack.
- 01
Collected
Statements arrive in whatever format the stockist already exports. Nothing is asked of them.
- 02
Standardised
Twelve fields are extracted and written out in your own field names, whatever column they arrived in.
- 03
Resolved
Stockist shorthand is matched to your master catalogue — confirmed once, then applied automatically.
- 04
Approved
An Area Manager signs the submission off. Nothing unapproved reaches a report.
- 05
Reported
Every figure above is derived from that approved record, and traces back to the original file.
National and zonal sales heads
Sales leadership
Where the number came from, which territory moved it, and whether the movement is real or a reporting artefact.
5 reports
| Report | The question it answers | Derived from | Cadence |
|---|---|---|---|
| Secondary sales performance | Which territories are ahead of target this month, and by how much? | Sales value, sales quantity | Monthly, on approval |
| Territory league table | How does every territory rank once the data is on the same basis? | Sales value by territory | Monthly |
| Division comparison | Is growth coming from one division or across the portfolio? | Sales value by division | Monthly |
| Primary vs secondary reconciliation | How much of what we billed has actually sold through? | Purchase quantity, sales quantity | Monthly |
| MR effectiveness | Which representatives cover their full stockist list every month? | Submission status, coverage | Live |
Product and brand managers
Marketing and brand
Whether a campaign moved product off a stockist’s shelf, and which regions responded — measured on sell-through rather than on billing.
5 reports
| Report | The question it answers | Derived from | Cadence |
|---|---|---|---|
| Brand sell-through | Did the campaign move stock out of the channel, not just into it? | Opening stock, purchase qty, sales qty | Monthly |
| New launch traction | Does the launch SKU have real secondary movement yet? | Sales quantity by SKU | Monthly, from first dispatch |
| Regional response | Which regions responded to the activity, and which did not? | Sales value by territory and SKU | Campaign window |
| Pack and strength mix | Which pack size or strength is the market actually buying? | Product master mapping, sales qty | Quarterly |
| Cannibalisation check | Did the new SKU grow the category or eat an existing one? | Sales quantity across the product line | Quarterly |
Supply chain and production planning
Forecasting and supply
Demand signals taken from what left the stockist, not from what was dispatched to them — the difference between planning on evidence and planning on hope.
6 reports
| Report | The question it answers | Derived from | Cadence |
|---|---|---|---|
| Demand trend by SKU | What is the real run rate for this product, by region? | Sales quantity, period history | Rolling 3, 6 and 12 months |
| Months of cover | How long will the stock in the channel last at current offtake? | Closing stock ÷ average monthly sales | Monthly |
| Stock turnover rate | Where are we pushing stock faster than the market absorbs it? | Opening stock, purchases, closing stock | Monthly |
| Expiry risk | Which batches in the channel are at risk of ageing out? | Batch number, expiry date, closing stock | Monthly |
| Replenishment signal | Which stockists need stock before they ask for it? | Closing stock vs run rate | Monthly |
| Seasonality profile | What does a normal year look like for this product? | Sales quantity, multi-year history | Annual |
Managing directors, CFOs, board reporting
Executive and finance
One version of the number, with the audit trail attached — so a figure in a board pack can be traced to the document a stockist actually sent.
5 reports
| Report | The question it answers | Derived from | Cadence |
|---|---|---|---|
| Executive summary | What did the secondary market do this month, in one page? | Sales value, growth, coverage | Monthly |
| Growth decomposition | Is growth from more stockists, more volume, or price and mix? | Sales value, sales qty, rate | Quarterly |
| Channel inventory value | How much of our product is sitting in the channel right now? | Closing stock, rate per unit | Monthly |
| Slow-moving exposure | What is at risk of becoming a write-off, and where? | Sales qty, closing stock, expiry | Quarterly |
| Data confidence | What share of this month’s number is approved and traceable? | Submission and approval status | Live |
Area and regional managers
Field operations
The operational view: who has reported, what is waiting on review, and where the gaps are while there is still time to close them.
4 reports
| Report | The question it answers | Derived from | Cadence |
|---|---|---|---|
| Stockist coverage | Which stockists have not reported for the current month? | Submission status | Live |
| Review queue ageing | What is waiting on approval, and for how long? | Submission timestamps, approval state | Live |
| Anomaly flags | Which submissions look unlike that stockist’s previous months? | Period-on-period comparison | On submission |
| Mapping backlog | How many product names are still waiting to be confirmed? | Unmapped product names | Live |
Scope
What these reports are not.
Being precise about the boundary is what makes the rest of the catalogue credible.
Secondary
Not primary sales
Your billing stays in your primary ERP. These reports describe what moved after the invoice.
Approved
Not real-time
Figures move when an Area Manager approves a submission, not the moment a file lands.
Stockist
Not retail-level
Visibility ends at the stockist’s outward movement, which is as far as their records go.
Movement
Not a demand model
Every figure is measured stock movement your stockists recorded, not an estimate inferred from elsewhere.