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Broker Scorecard
Know exactly what your brokers are doing for their commission. Track retail execution, new store authorizations, distribution voids, and field activity so you can hold brokers accountable with data.
What is Broker Scorecard?
Broker Scorecard shows you exactly what your brokers are doing for their commission — with numbers, not anecdotes. It tracks retail execution, new store authorizations, distribution voids, and field activity across every territory and account, then ties it all back to actual sales performance. No more quarterly reviews where your broker shows up with a deck full of excuses and you have no data to push back. Built for CPG operator founders who rely on broker networks to get shelf placement but can't tell which brokers are driving real results and which ones are just collecting a check. Currently in development; request beta access to get notified when it launches.
Key Features
Who it's for
- CPG operator founders paying broker commissions without clear visibility into what those brokers actually do
- Food and beverage brands scaling retail distribution through broker networks
- Small CPG teams managing multiple broker relationships across different regions
- Founders preparing for retailer meetings who need data on distribution gaps
Example workflows
Run a quarterly broker review
- 1Pull up the scorecard for each broker team covering the quarter.
- 2Compare new store authorizations vs. targets by territory.
- 3Review distribution void closures and any gaps that haven't been addressed.
- 4Tie commission spend to actual sales performance in their accounts.
- 5Enter the review meeting with specific data, not guesswork.
Identify distribution gaps before a retailer meeting
- 1Ask Broker Scorecard to show distribution voids by retailer and region.
- 2Sort by opportunity size — stores with the highest velocity potential.
- 3Cross-reference against broker activity to see if they're aware of these gaps.
- 4Walk into the retailer meeting with a specific list of stores to target.
What you can ask
"Which broker team closed the most new authorizations this quarter?"
"Show me distribution voids in the Southeast region"
"How does broker performance compare across all territories?"
"What field activities were logged at Kroger stores this month?"
"Which brokers have the highest commission relative to sales growth?"
Frequently asked questions
When does Broker Scorecard launch?
Currently in development. Request beta access at starch.site and we will notify you when it is available. We are building this based on real operator founder feedback — if you have specific needs, tell us during the beta signup.
What data does Broker Scorecard need?
It pulls from your retail POS data (sell-through by store), your distribution data (which stores carry your products), and your brokers' self-reported field activity (store visits, new authorizations, void closures). The more data you feed it, the more useful the scorecards become.
Does it integrate with SPINS or IRI?
It can import syndicated data if you have it, but it's not required. Most small CPG brands don't have SPINS or IRI subscriptions — Broker Scorecard works with direct retailer POS feeds and distributor data too.
Can brokers see their own scorecards?
Yes. You can share view-only scorecards with each broker team. Transparency tends to improve performance — brokers work harder when they know you're watching the numbers.
Does it calculate ROI on broker commissions?
Yes. It ties broker commissions to actual sales performance in their territory, so you can see commission-to-revenue ratio by broker, by account, and by region. This is the number that matters in every broker review.
What if I only have one broker?
Still useful. Even with one broker, the scorecard tracks what they're doing at the territory and store level, so you know where they're spending time and where gaps are being missed.
How is this different from a spreadsheet with POS data?
A spreadsheet can show you POS. It can't cross-reference that against distribution targets, field activity logs, and commission spend in real time. The scorecard assembles the full picture — what the broker was supposed to do, what they actually did, and what the sales results were.
Be the first to use Broker Scorecard
Broker Scorecard is in development. Join the waitlist and we'll notify you when it launches.
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