Sales Intelligence · Consumer manufacturing
Find the revenue leaking from your channel. Distributor by distributor.
INSIA reads primary, secondary, schemes, loyalty and field-force data together. Every level of your sales team gets what to fix this week, before it shows up in month-end numbers.
- 90+
- pre-built sales KPIs
- 5
- data sources read together
- 48 hrs
- from 3 files to first insights
1. Shah Stores: no order in 3 weeks. Take one.
2. Krishna Traders: check returns first.
3. Verma Retail: ₹42K pending. Collect, then order.
9:00 AMPush Premium 200g and Family Pack. Similar shops in your beat buy both.
9:00 AMDONE Shah Stores ₹18,400
1:42 PMLogged. 2 shops to go.
1:42 PMThe cost of seeing it late
The losses are already happening. Nobody sees them in time.
In a typical consumer manufacturing business, revenue doesn't disappear in one place. It bleeds across six areas at once. Each is manageable alone. Together, they are expensive.
| Leakage area | What's actually happening | Typical at risk |
|---|---|---|
| Retailer churn | Retailers quietly stop ordering. No one follows up until billing has already stopped. | 0.5% – 1.5% |
| Distributor underperformance | Dispatch looks healthy. Secondary is soft. The gap only shows up in month-end reconciliation. | 0.5% – 1.5% |
| Coverage gaps | Beats are marked visited. Shelves tell a different story. | 0.5% – 1.5% |
| Assortment gaps | Core SKUs missing from key outlets. Competitors fill the shelf. | 0.5% – 1% |
| Out of stocks | Demand exists. Stock doesn't. The sale goes elsewhere for good. | 0.5% – 1.5% |
| Inventory distortion | Channel is loaded but not selling. Schemes push dispatch, not offtake. | 0.5% – 1% |
| Total exposure | Of revenue. On ₹500 Cr, that is ₹15–40 Cr a year. | 3% – 8% |
Indicative ranges from industry benchmarks. Your diagnostic shows your actual numbers.
Most of this is recoverable if caught in the first two weeks of the month. After that, it's last month's number.
What it catches
The six signals your MIS reports too late.
Quiet churn
Retailers ordering less, weeks before they stop ordering at all.
Sent to: Field executive, Area ManagerLoaded, not selling
Dispatch looks fine. Secondary is soft, and returns are hiding the decline.
Sent to: Area Manager, Zonal ManagerSilent distributors
Distributors past their normal order gap, ranked by money at stake.
Sent to: Area ManagerScheme leakage
Scheme spend going up while sell-out stays flat.
Sent to: National Sales Head, FinancePush to win
Accounts that will beat target with one nudge this week.
Sent to: Area Manager, Field executiveEffort not converting
Beats marked visited where the shelf hasn't moved.
Sent to: Zonal Manager, Area ManagerWhat your team receives
Same data. A different action for every role.
Pushed on WhatsApp. Questions answered in the same thread. No dashboard to open.
What happened: 9 of 42 Mumbai distributors are negative; 2 at zero.
Why: Fewer SKUs per outlet. Range churn up from 19% to 29%.
Impact: West is the only zone below plan.
Do next: Agree a Mumbai recovery plan with the Area Manager today.
7:30 AMWhich SKUs dropped most?
7:44 AMPremium 200g and Family Pack. Most of the lost range.
7:44 AM1. Shah Stores: billing down 81% vs its normal.
2. Krishna Traders: returns tripled in 3 weeks.
3. 2 distributors silent for 117 and 179 days.
8:02 AMAssign each to a field executive today. I'll report back on Friday.
8:02 AMAssign Shah Stores to Ravi
8:20 AMDone. It's on Ravi's beat plan for today.
8:20 AMWhat happened: Monsoon scheme spend is up 40%. Sell-out is flat.
Why: Most payout goes to 12 distributors who were already growing.
Impact: ₹31L paid for sales you'd have made anyway.
Do next: Cap payout for those 12. Move budget to East.
If ignored: Another ₹14L paid out by quarter end.
9:10 AMWest zone: ~₹0.9 Cr annual risk. One decision needed.
West is tracking ₹23L below its normal. Mumbai is down 37%, and the Virar beat drives 62% of that.
Everything else is on track. North and South are above normal; East is on plan.
Illustrative examples. Names and figures changed.
Pre-built metrics
90+ sales KPIs, ready on day one.
Each one tracked for every distributor, retailer, beat and SKU, against its own normal and its peers.
Primary sales
Billing vs normal
Order frequency
Distributor growth
Secondary sales
Sell-through
Stock cover
Revenue after returns
Distributor health
Order gap
Range width
Collection days
Retail and range
Active outlets
SKUs per outlet
Retailer churn
Schemes and loyalty
Scheme return
Uplift vs normal
Influencer activity
Field force
Productive calls
Order strike rate
Beat coverage
Best practices, built in
What the best do on the ground, sent as the next step.
Each signal comes with the action top-performing managers take. Tuned to your business as INSIA learns what works for your team.
- Distributor goes quiet
- Call before the gap doubles its normal. Visit with the Area Manager if it triples.
- Retailer narrows its range
- Pitch the two SKUs that similar retailers in the beat buy most.
- Scheme spend up, sell-out flat
- Pause it in that territory. Move the budget to outlets that responded.
- Returns spike at a distributor
- Settle returns before taking the next order.
- Beat visited, no order
- Change the offer, not the visit frequency.
The pilot
Give us 3 files and 48 hours.
No data warehouse project. No MIS team. We run it on your own data, under a mutual NDA.
- File 1 Primary sales invoices
- File 2 Secondary or field-force billing
- File 3 Sales hierarchy: zone to beat
Add later to sharpen: targets, schemes, loyalty, returns, beat plans.