Launch success is decided before first shipment
Distributor rollouts often stall when teams skip operational readiness and focus only on initial sell-in. This checklist is built to improve first-quarter execution quality.
1) Portfolio architecture
- Select core SKUs by demand predictability and margin resilience.
- Define hero SKUs versus support SKUs to simplify field focus.
- Set clear substitution rules for supply disruptions.
2) Commercial readiness
- Price ladder by pack size and channel segment
- Promotional guardrails and floor pricing
- Volume thresholds for improved terms
3) Sales enablement package
- Product sheets with positioning and use-cases
- Certification and compliance references
- Sample flow protocol with turnaround SLA
4) Operations handoff
Agree on order cutoffs, fulfillment windows, and exception paths before launch. A launch without documented handoff rules creates service drift immediately.
5) First 90-day control metrics
- Sell-in conversion rate by account type
- Repeat order percentage
- Stock-out days per SKU
- Gross margin realization versus plan
Conclusion
Organic portfolio rollouts perform better when sales, supply, and compliance teams share one launch operating model. Discipline at launch prevents avoidable margin loss later.