- Sales Execution
- Trade Marketing
- Advanced Analytics
The GreatVines Analytics platform is a comprehensive Business Intelligence environment providing the only true end-to-end Sales Execution & Management insights in the Beverage Alcohol industry. This post will be the first in a series focusing on integrated CRM analytics using GreatVines.
Shipments and depletions are the backbone of any Beverage Alcohol sales analytics platform. While virtually all suppliers have their own unique way of viewing this information, it all boils down to how much product was sold at what frequency to what distributor and what is subsequently being done to get that product closer to the consumer. Here are some of the things suppliers typically do with this data:
Summarize it in a variety of ways across product line and sales hierarchies.
Roll it up up to larger geography and brand hierarchies, in some cases creating custom rollups of key product or distributor groupings.
Alter the volume numbers to reflect industry standards for that particular market segment – converting physical cases to 9L cases on the wine and spirits side, and converting physical cases to case equivalents on the beer side.
Painstakingly generate shipment and depletion goals to frequently measure against actual sales volumes and – depending on the adequacy of target attainment – either dig deeper to find poor performers and determine root cause, or dig deeper to find top performers and identify what’s driving increased sales.
Massage the data to determine what distributors are overstocked on certain products and what distributors don’t have enough products.
Try and project what future distributor inventory will be based on historical shipment and depletion patterns.
All of this data typically manifests itself in a myriad of summary and supporting detail reports that all bear a striking resemblance to this:
The data collection services provide summarized invoice sales from distributors to retailers. This data is generally known as ‘Retail Account Data (RAD)’ or ‘Sales to Retail (STR)’. Things get more interesting in this set of data because it affords the ability to view product sales more granularly, and by a variety of channel classifications. Sales are analyzed to determine the health of the national account business for instance, or to determine if the channel split between on- and off-premise is adequate. Sales are also analyzed by any of a slew of other attributes that are either associated with the data (store classification, sub channel etc.) or that can be derived by performing calculations on the data (accounts sold, points of distribution, velocity etc.).
In key markets, lists of ‘Key Accounts’ are often used to group and measure sales performance. Analysis is performed to determine gained and lost distribution, and account lists are generated providing insights on where one product(s) has been selling but another product(s) hasn’t. Depending on the data service provider, insights are also generated from distributor invoice sales dollars, and the currency of data is almost real time. The possibilities of slicing RAD and STR are virtually limitless. An example top-line RAD/STR report might look like this:
Force.com Native App brings visibility by the case to beverage alcohol industry
GreatVines today announced that it has selected GoodData to power the analytics for its innovative beverage selling solution. For GreatVines, dashboards and ad hoc reporting are Powered by GoodData, combining licensed sales and depletion data across multiple distributors from Nielsen with CRM data for key accounts, sales activities, brand activation and visibility. Thanks to GreatVines and GoodData, producers and distributors no longer have to struggle with complex Business Intelligence products to unlock the power of market and channel data.
“Embedding analytics into sales CRM processes is central to our product mission,” said John Collins, CEO of GreatVines. “GoodData immediately impressed us with their scale and flexibility; the fact that it so easily integrated into the Force.com platform was a great bonus.”
GreatVines – built entirely on the Force.com platform -embeds analytics into every step of the sales process, so reps can see historical trends, analyzing data by brand, label, package, territory and more. With analytics across all three tiers, companies can make more evidence-based decisions on sales strategy and trade promotions. Thanks to GoodData, GreatVines customers get:
“Only GoodData can deliver on the flexible and powerful analytics requirements of Force.com apps,” said Roman Stanek, Founder and CEO of GoodData. “We were built to help companies like GreatVines make analytics a central part of their products.”
“The best part of working with GoodData is seeing metrics come alive for our customers,” said Collins. “For many customers, this is the first time they’ve been able to marry sales activities to results.”
GreatVines creates innovative software on the Force.com cloud platform for managing sales, trade marketing and order fulfillment for companies in the Beverage Alcohol industry. Notable clients include Kendall Jackson, Rémy Cointreau USA and Craft Brewers Alliance (Widmer Bros, Kona Brewing, Redhook). GreatVines also provides consulting and implementation services for suppliers and distributors of wine, spirits and beer through the 3-tier wholesale system. GreatVines is an ISV and OEM partner of Salesforce.com and VAR partner of Nielsen’s Beverage Data Network.
GoodData offers the world’s most powerful Cloud BI Platform, providing our customers and partners with operational dashboards, advanced reporting and data warehousing at a fraction of the cost and complexity of other approaches. GoodData is trusted by companies like Enterasys Networks, Capgemini, and Software AG, and embedded into offerings from cloud innovators like Zendesk, Get Satisfaction and Pardot. GoodData is headquartered in San Francisco and located in the cloud at http://www.gooddata.com.