The CPG Brand's Guide to Working with Brokers Effectively

For most emerging CPG brands, brokers are the primary sales force in the market. They manage retailer relationships, present at category reviews, execute promotional programs, and handle day-to-day account management. Yet broker relationships are frequently a source of frustration for brands that feel they are not getting adequate attention, transparency, or results.

Setting the Relationship Up for Success

The most productive broker-brand relationships share several characteristics:

• Clear expectations documented in writing. What specific accounts is the broker responsible for? What are the distribution targets? What promotional programs need execution? What reporting cadence is expected?
• Mutual accountability. Brokers need brands to provide timely information, competitive pricing, promotional support, and realistic targets. Brands need brokers to provide market feedback, execution reporting, and proactive account management.
• Regular strategic reviews. Monthly or quarterly business reviews that go beyond reporting numbers to discuss strategy, competitive dynamics, and opportunity development.

Scorecard Metrics That Matter

A broker scorecard should measure the outcomes that matter most to your business. Common metrics include:

• Distribution achieved vs. target. Are authorized items actually on shelf in the expected number of stores?
• Promotion execution rate. When a promotion is planned, does it execute as designed, on time, and at the right price?
• New item placement velocity. How quickly are new items placed after authorization?
• Void closure rate. When distribution gaps are identified, how quickly and effectively are they resolved?
• Communication responsiveness. Does the broker respond to requests in a timely manner with useful information?

The scorecard should be shared openly with the broker, reviewed together at business reviews, and used as a constructive tool for improvement rather than a punitive measure.

Communication Cadence

Establishing a regular communication rhythm prevents the feast-or-famine pattern where brands over-communicate during crises and under-communicate during steady periods:

• Weekly: Quick check-in email or call covering upcoming priorities, urgent issues, and key account updates
• Monthly: Formal performance review covering scorecard metrics, deduction status, promotional results, and distribution updates
• Quarterly: Strategic business review covering next-quarter plans, new item launches, competitive landscape, and relationship health
• Annually: Full partnership review including contract terms, commission structure, territory alignment, and mutual goals for the coming year