FMCG Distribution 101: A Practical Guide for Sales Teams
Distribution fundamentals shape route productivity, order quality, and shelf reliability across the entire field operation. Field sales performance and distribution health are the same system viewed from different angles.
Distribution Basics
Understand channel mix, replenishment cycles, and order constraints.
- Primary distribution: manufacturer to distributor
- Secondary distribution: distributor to retail outlet
- Tertiary movement: shelf replenishment and in-store execution
Why It Matters for Reps
Distribution context improves account planning and forecast quality.
When reps know service windows, stock risk, and replenishment lag, they can:
- Prioritize high-risk outlets earlier
- Avoid dead-end visit days caused by stockouts
- Improve order quality and reduce rework
Distribution Metrics Field Teams Should Watch
| Metric | Operational meaning | Rep impact |
|---|---|---|
| Fill rate | % of ordered product delivered | Affects reorder confidence |
| Stockout rate | % of time priority SKUs unavailable | Drives outlet dissatisfaction |
| Order cycle time | Time from order to delivery | Changes visit planning cadence |
| Service level | % deliveries completed as promised | Impacts retention and trust |
Practical Workflow
- Pull outlet-level availability signals before route planning.
- Flag high-risk outlets for early-week coverage.
- Capture in-visit stock and display gaps with evidence.
- Feed unresolved issues into weekly distribution review.
Related Reading
FAQ
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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