{"id":2629,"date":"2016-03-12T15:16:18","date_gmt":"2016-03-12T15:16:18","guid":{"rendered":"http:\/\/clubedotrade.com.br\/?p=2629"},"modified":"2023-01-24T19:54:48","modified_gmt":"2023-01-24T19:54:48","slug":"kpis-de-trade-marketing","status":"publish","type":"post","link":"https:\/\/club.involves.com\/pt-br\/kpis-de-trade-marketing\/","title":{"rendered":"KPIs de trade marketing: o que mensurar e acompanhar em sua opera\u00e7\u00e3o?"},"content":{"rendered":"<p style=\"font-size: 15px;\">Os <span class=\"bold_text\">KPIs de trade marketing<\/span> v\u00e3o determinar o quanto a sua execu\u00e7\u00e3o est\u00e1 ou n\u00e3o sendo efetiva como um todo. Lembre-se sempre; os indicadores devem ser o elo entre todas as etapas, incluindo planejamento e pr\u00e1tica.<\/p>\n<p style=\"font-size: 15px;\">Mensure os processos internos e os resultados de mercado. Com essa defini\u00e7\u00e3o, ser\u00e1 muito mais f\u00e1cil tomar decis\u00f5es e entender se o <a href=\"https:\/\/club.involves.com\/blog\/medir-o-roi-trade-marketing\/\">ROI da opera\u00e7\u00e3o de trade marketing<\/a> est\u00e1 adequado ao previsto.<\/p>\n<p style=\"font-size: 15px;\">Os medidores v\u00e3o ser a base para organizar o <span class=\"bold_text\">Guia de Execu\u00e7\u00e3o<\/span>,\u00a0para definir a roteiriza\u00e7\u00e3o em campo e orientar sua equipe. Eles estabelecem a ponte entre a empresa e o ponto de venda.<\/p>\n<ul class=\"tve_ul tve_ul4 tve_blue\">\n<li class=\"\">Leia mais sobre <a class=\"\" href=\"https:\/\/club.involves.com\/materiais-educativos\/ebook\/guia-de-execucao\/\" target=\"_blank\" rel=\"noopener noreferrer\">&#8220;Guia de Execu\u00e7\u00e3o&#8221;<\/a><\/li>\n<\/ul>\n<p style=\"font-size: 15px;\">Por exemplo: um KPI interno vai determinar se um novo SKU vai ser comunicado como &#8220;edi\u00e7\u00e3o limitada&#8221;. Um KPI externo vai direcionar o fabricante acerca da produ\u00e7\u00e3o, se ela deve ou n\u00e3o ser mantida. Qualquer erro nesse processo vai refletir no estoque, o que significa uma poss\u00edvel falha com o varejista e, consequentemente, com o <em><span class=\"italic_text\">shopper<\/span><\/em>.<\/p>\n<p style=\"font-size: 15px;\">Uma vez m\u00e1 gerenciada, a rela\u00e7\u00e3o <span class=\"italic_text\">In &amp; Out<\/span> interfere na <span class=\"bold_text\">gest\u00e3o de estoque e pode provocar ruptura<\/span>. Corre-se o risco de manter produtos inacabados, embalagens, produtos vencidos ou at\u00e9 problemas de distribui\u00e7\u00e3o na g\u00f4ndola se n\u00e3o houver o suporte de uma boa promo\u00e7\u00e3o e <em>merchandising<\/em>.<\/p>\n<p style=\"font-size: 15px;\">Um KPI mal determinado ou medido de forma equivocada pode tamb\u00e9m passar a impress\u00e3o errada de que a sua estrat\u00e9gia est\u00e1 dando certo.<\/p>\n<h2 class=\"\" style=\"color: #0a2d3f; margin-top: 50px !important;\">COMO LISTAR KPIS DE TRADE MARKETING<\/h2>\n<p style=\"font-size: 15px;\">Um breve roteiro pode te auxiliar a estabelecer os KPIs ou ainda a analisar o que voc\u00ea j\u00e1 tem estabelecido:<\/p>\n<ul class=\"tve_ul tve_ul1 tve_blue\" style=\"font-size: 15px;\">\n<li class=\"\">Quais s\u00e3o as metas e objetivos da empresa?<\/li>\n<li class=\"\">Qual \u00e9 o n\u00edvel de influ\u00eancia dos KPIs e a possibilidade de compara\u00e7\u00e3o entre per\u00edodos?<\/li>\n<li class=\"\">Voc\u00ea ter\u00e1 alguma ferramenta que ajude nesse processo?<\/li>\n<li class=\"\">Como as a\u00e7\u00f5es derivadas dos resultados ser\u00e3o organizadas?<\/li>\n<\/ul>\n<p style=\"font-size: 15px;\">Verifique hist\u00f3rias de sucesso de marcas l\u00edderes e tenha-as como refer\u00eancia. Uma vez estabelecidos os indicadores, planejar o guia de execu\u00e7\u00e3o, monitorar a equipe de campo, analisar dados e medir estrat\u00e9gias e resultados passa a ser um ciclo.<\/p>\n<p style=\"font-size: 15px;\">\u00c9 importante destacar que <strong>nada ser\u00e1 definitivo<\/strong>. Adapta\u00e7\u00f5es ser\u00e3o necess\u00e1rias e frequentes nos KPIs de trade marketing da sua empresa. Essa flexibilidade possibilitar\u00e1 mudan\u00e7as no planejamento e diretrizes que estejam de acordo com a fase atual da opera\u00e7\u00e3o.<\/p>\n<p><span class=\"tve_image_frame\"><img fetchpriority=\"high\" decoding=\"async\" class=\"tve_image\" style=\"width: 550px;\" src=\"https:\/\/club.involves.com\/wp-content\/uploads\/2017\/08\/KPI-01.jpg\" alt=\"kpis de trade marketing\" width=\"550\" height=\"229\" data-attachment-id=\"6975\" \/><\/span><\/p>\n<h2 class=\"\" style=\"margin-top: 50px !important; color: #0a2d3f;\">UM EXEMPLO DE SUCESSO<\/h2>\n<p style=\"font-size: 15px;\">Durante a edi\u00e7\u00e3o de 2015 do Agile Experience,\u00a0evento que a partir de 2020 passou a ser chamado de <a href=\"https:\/\/involvesexperience.com\/\">Involves Experience<\/a>, marcas como L&#8217;Or\u00e9al, Fini, Biocapilar e Cecrisa (cer\u00e2mica) estiveram representadas em uma discuss\u00e3o sobre a import\u00e2ncia dos <span class=\"bold_text\">KPIs no processo do trade<\/span>.<\/p>\n<p style=\"font-size: 15px;\">A Cecrisa \u00e9 uma empresa de cer\u00e2mica que teve uma mudan\u00e7a significativa ap\u00f3s a implanta\u00e7\u00e3o do <a class=\"\" href=\"https:\/\/agilepromoter.com\/?__hstc=129767123.7d672e009d008751b7a8e59ec56bdfab.1563271276421.1579612263809.1579624464895.164&amp;__hssc=129767123.32.1579624464895&amp;__hsfp=3978645719\" target=\"_blank\" rel=\"noopener noreferrer\">Involves Stage<\/a>.<\/p>\n<p style=\"font-size: 15px;\">Confira no v\u00eddeo um exemplo de como um indicador de trade marketing\u00a0<span class=\"bold_text\">mudou a gest\u00e3o do processo de trade na Cecrisa<\/span>:<\/p>\n<p style=\"font-size: 15px;\">Durante o painel, Luciano Rossa, <a class=\"\" href=\"https:\/\/club.involves.com\/blog\/coordenador-de-trade-marketing\/\" target=\"_blank\" rel=\"noopener noreferrer\">supervisor de trade marketing<\/a> da Cecrisa Revestimentos Cer\u00e2micos, destacou como alguns KPIs contribu\u00edram para motivar o grupo com bonifica\u00e7\u00f5es.<\/p>\n<p style=\"font-size: 15px;\">\u201cAntes n\u00f3s t\u00ednhamos promotores que recebiam sal\u00e1rio fixo. Voc\u00ea n\u00e3o tinha uma rela\u00e7\u00e3o direta com o resultado da empresa e com os resultados deles, ent\u00e3o n\u00f3s criamos indicadores para que eles possam ser medidos e, com o desempenho deles, crescer e ganhar mais\u201d, contou Luciano.<\/p>\n<p style=\"font-size: 15px;\">Com o software, o trabalho dos promotores \u00e9 relacionado diretamente \u00e0s metas de vendas. \u00c9 um <span class=\"bold_text\">KPI de trade marketing<\/span> muito comum a praticamente qualquer opera\u00e7\u00e3o. Isso contribui para um n\u00famero equilibrado dos resultados, bem como para a<span class=\"bold_text\"> motiva\u00e7\u00e3o e atua\u00e7\u00e3o da equipe de campo<\/span>.<\/p>\n<p style=\"font-size: 15px;\">O banco formado por todas as informa\u00e7\u00f5es atualmente re\u00fane mais de cinco mil SKUs, entre os de propriedade da empresa e os da concorr\u00eancia. \u201cUm bom banco de dados \u00e9 uma boa tabela din\u00e2mica\u201d, pontua Luciano.<\/p>\n<p style=\"font-size: 15px;\">A empresa teve um ganho de quase R$ 800 mil ao ano depois de organizar o departamento de trade.<\/p>\n<h2 class=\"\" style=\"color: #0a2d3f; margin-top: 50px !important;\">ENUMERE OS SEUS INDICADORES<\/h2>\n<p style=\"font-size: 15px;\">Basicamente, podemos classificar dois tipos de KPIs de trade marketing: os de <span class=\"italic_text\">sell-in<\/span> e os de <span class=\"italic_text\">sell-out<\/span>.<\/p>\n<p style=\"font-size: 15px;\">Os desdobramentos dessa divis\u00e3o, por\u00e9m, variam de acordo com o tipo de produto e o foco da opera\u00e7\u00e3o de <a class=\"\" href=\"https:\/\/club.involves.com\/blog\/trade-marketing\/\" target=\"_blank\" rel=\"noopener noreferrer\">trade marketing<\/a>. Abaixo, resumi uma breve descri\u00e7\u00e3o de como esses indicadores podem ser apontados:<\/p>\n<h3 class=\"bold_text\" style=\"font-size: 15px; color: #0a2d3f;\">KPIS de SELL-OUT<\/h3>\n<p style=\"font-size: 15px;\"><strong>Frequ\u00eancia dos SKUs<\/strong>: volume por transa\u00e7\u00e3o; penetra\u00e7\u00e3o (novos produtos). Nem sempre s\u00e3o KPIs vi\u00e1veis, por dependerem muito do que acontece no varejo. Mas s\u00e3o essenciais para sua estrat\u00e9gia.<\/p>\n<h3 class=\"\" style=\"font-size: 15px; color: #0a2d3f;\">KPIS de SELL-IN<\/h3>\n<p style=\"font-size: 15px;\"><span class=\"bold_text\">Processo de vendas:\u00a0<\/span>promo\u00e7\u00e3o de vendas; n\u00edveis de ruptura no estoque; par\u00e2metros de reposi\u00e7\u00e3o do varejo.<\/p>\n<p style=\"font-size: 15px;\"><span class=\"bold_text\">Otimiza\u00e7\u00e3o de custos do fabricante: t<\/span>axas de cadastramento; bens inacabados e invent\u00e1rio; perdas causadas por curto prazo de validade.<\/p>\n<p style=\"font-size: 15px;\">Uma vez definidos seus indicadores e realizado o seu guia de execu\u00e7\u00e3o, \u00e9 chegado o momento de estabelecer a roteiriza\u00e7\u00e3o da sua equipe.<\/p>\n<p><!--HubSpot Call-to-Action Code --><span id=\"hs-cta-wrapper-7d05cfa0-ca1f-49f0-96e4-b8855e0b5bbf\" class=\"hs-cta-wrapper\"><span id=\"hs-cta-7d05cfa0-ca1f-49f0-96e4-b8855e0b5bbf\" class=\"hs-cta-node hs-cta-7d05cfa0-ca1f-49f0-96e4-b8855e0b5bbf\"><!-- [if lte IE 8]>\n\n\n<div id=\"hs-cta-ie-element\"><\/div>\n\n\n<![endif]--><a href=\"https:\/\/cta-redirect.hubspot.com\/cta\/redirect\/5315393\/7d05cfa0-ca1f-49f0-96e4-b8855e0b5bbf\" target=\"_blank\" rel=\"noopener noreferrer\"><img decoding=\"async\" id=\"hs-cta-img-7d05cfa0-ca1f-49f0-96e4-b8855e0b5bbf\" class=\"hs-cta-img\" style=\"border-width: 0px;\" src=\"https:\/\/no-cache.hubspot.com\/cta\/default\/5315393\/7d05cfa0-ca1f-49f0-96e4-b8855e0b5bbf.png\" alt=\"CTA Solu\u00e7\u00e3o Trade Marketing\" width=\"1170\" height=\"260\" \/><\/a><\/span><script charset=\"utf-8\" src=\"https:\/\/js.hscta.net\/cta\/current.js\"><\/script><script type=\"text\/javascript\"> hbspt.cta.load(5315393, '7d05cfa0-ca1f-49f0-96e4-b8855e0b5bbf', {}); <\/script><\/span><!-- end HubSpot Call-to-Action Code --><\/p>\n<div class=\"article-tags\"> Tags: <a href=\"javascript:void(0)\" style=\"pointer-events: none;\">kpis<\/a><br><\/div>","protected":false},"excerpt":{"rendered":"<p>Os KPIs de trade marketing v\u00e3o possibilitar o acompanhamento dos pontos necess\u00e1rios para o sucesso da opera\u00e7\u00e3o. Saiba como defini-los.<\/p>\n","protected":false},"author":4,"featured_media":8042,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[421,419],"tags":[43],"class_list":["post-2629","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-estrategias-de-trade-marketing","category-performance-e-sell-out","tag-kpis"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>KPIs de Trade Marketing: o que mensurar na sua opera\u00e7\u00e3o?<\/title>\n<meta name=\"description\" content=\"Quais m\u00e9tricas e KPIs acompanhar para garantir o desempenho da sua opera\u00e7\u00e3o de trade marketing? 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