Sales Performance Dashboard – Goodly Insights

Building a Sales Performance Dashboard for a Leading FMCG Distributor

A prominent FMCG distributor in the Middle East, operating through a network of over 200 branches, managing more than 3,000 SKUs, and serving a customer base of 4,000+.

Industry

FMCG Distribution

Timeline

3 Weeks

Impact

$2 million savings per month

COMPLEXITY

High

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The Problem ⛔

The Client encountered challenges in managing end-to-end supply chain, tracking both primary and secondary sales. Data came in from different silos, such as various sales platforms, payment gateways, and refund systems. The Client had no visibility on the Inventory across Primary & Secondary Sales Channels.
The Client struggled to manage and process large volumes of Sales and Refund data. The team relied on outdated excel techniques due to which creating reports manually proved to be a laborious, time-consuming and error-prone.
They lacked key metrics and a unified view of 360 Degree Sales Analysis..

Our Solution ✅

We automated the data cleaning process, consolidating multiple scattered data sources into a single unified system.
We modeled the most relevant KPIs concerning primary and secondary sales that would guide the team on high-priority metrics for better decision-making.
We then aggregated all this data into a visually compelling dashboard. The dashboard carried six key screens with drill-down capabilities that provided deeper insights beyond surface-level metrics.

We’ve kept the dashboard clean and minimal, take a look:

Screen 1 - Home

Screen 2 - Executive Summary

Key KPIs :

Yearly and monthly sales trends
Executive summary
Top and bottom 5 salespersons of the year

Screen 3 - Monthly Summary

Key KPIs

Total number of customers, Average billings, Net sales and sales returns
Cumulative monthly sales growth trend
Contribution from the top 10 customers and brands

Screen 4 - Category-wise Sales Trends

Key KPIs

Daily sales trends
Total sales by all brands
Sales decomposition

Screen 5 - Customer-wise Sales Trends

Key KPIs: Similar to the previous KPIs, but with respect to customer trends

Screen 6 - Sales Person-wise Sales Trends

Key KPIs: Similar to the previous KPIs, but with respect to sales-person trends

Our Impact 🚀

The client was able to effectively monitor the entire sales value chain, this improvement alone resulted in savings of 2 million dollars per month.
We drastically cut down manual reporting, freeing up 100 man hours each month. Reports that earlier took more than a week were available on demand, making the entire reporting accurate and efficient.