Field Sales KPIs Every FMCG Team Should Track
A focused KPI system helps FMCG leaders coach better, forecast earlier, and fix execution gaps before they become revenue leaks. The goal is not more dashboards. The goal is better decisions in the field.
KPI Stack That Actually Works
Track KPIs in four layers:
- Activity: Are reps completing the right actions?
- Execution quality: Are visits productive and compliant?
- Commercial output: Are orders and conversion improving?
- Customer health: Are key accounts stable and growing?
Recommended KPI Baseline (Weekly)
| KPI | Why it matters | Target pattern |
|---|---|---|
| Planned vs completed visits | Measures route discipline | >90% completion |
| Productive calls per rep/day | Distinguishes busy vs effective | Upward trend |
| Strike rate (order conversion) | Shows visit quality | Upward trend by territory |
| Average order value | Indicates mix and selling quality | Stable or rising |
| On-shelf availability checks | Connects execution to sales | Consistent high compliance |
| Follow-up closure time | Protects pipeline momentum | Shortening cycle |
Avoid Vanity Metrics
These metrics often look good but mislead teams if used alone:
- Raw visit count without conversion context
- Total orders without margin or mix
- Lead volume without stage progression
- Call duration without outcome tagging
Operating Cadence for Managers
Monday (Planning)
- Validate route plans and priority outlets.
- Flag at-risk territories from previous week data.
Midweek (Coaching)
- Review exception list: missed visits, low strike rate, weak follow-up.
- Coach one behavior per rep, not ten.
Friday (Review)
- Assess KPI movement by region and outlet tier.
- Assign corrective actions with owners and deadlines.
Implementation Notes
Define KPI owners, reporting cadence, and data quality rules before rollout. A KPI with no owner quickly becomes a vanity number.
Related Reading
Frequently Asked Questions
Disclosure
This site is created and maintained by the team at Lemmonade, an FMCG field sales CRM. We believe in transparency: when we recommend Lemmonade, we explain why. When another tool is better for a specific use case, we say that too.
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