USE CASE — SALES DIRECTOR
Why is my sell-in growing while my sell-out is not keeping up?
Combine sell-in and sell-out to understand the gap and manage performance based on actual demand. The two datasets complement each other: sell-in measures sales from the manufacturer to the distributor, while sell-out measures sales from the distributor to end customers.
Identify performance gaps
Understand what is really happening at depot level
Refine your commercial decisions
THE CHALLENGE
Your deliveries are growing. But are products really leaving the depots?
Growth in sell-in does not necessarily mean end-customer demand is growing at the same rate.
The challenge: understand whether the gap reflects inventory effects, uneven depot performance or flows that sell-in alone cannot explain.
Presenting results disconnected from actual demand
Prioritizing actions with an incomplete view
Misinterpreting some depots’ performance
Detecting inventory build-up too late
Relying solely on sell-in data puts you at risk of:
Overestimating actual product performance
THE KARYONFOOD SOLUTION
Reconcile what you deliver with what actually sells
KaryonFood complements sell-in with sell-out data to show where volumes are actually selling, identify gaps and adjust sales actions.
Sell-out volumes
Year-on-year trend
Volume by depot
Performance by product
Average monthly volume
Number of end customers
Inter-depot transfers
Comparison across distributors
BUSINESS DECISION
Distinguish growth in deliveries from growth in actual demand.
By combining your data, you identify gaps that require action and avoid managing sales strategy solely on distributor order levels.
RECONCILE
Compare delivered volumes with volumes actually sold to end customers.
DIAGNOSE
Identify distributors, depots or products where sell-in and sell-out trends diverge.
ADJUST
Adjust your targets, action plans and next discussions with teams and distributors.
THE BENEFITS
Manage performance using actual sales
Build a reliable view of performance
Add actual outgoing sales to sell-in data to avoid drawing conclusions from deliveries alone.
Spot mismatches earlier
Identify products or depots where delivered volumes are not converting sufficiently into sales.
Give your teams the right priorities
Direct KAMs and regional sales managers toward gaps that truly need their attention.
Make better-informed commercial decisions
Build your targets, action plans and reporting on a more complete view of the distribution chain.
They use KaryonFood
“I wanted to know what my customers were selling out of the depot and whether there was significant wastage. The software fully meets that need.”
Riwanon Cosset — Area Manager, Aoste Foodservice
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