Target vs Achievement
The comparison of actual sales or activity metrics against assigned targets, expressed as a percentage, used to evaluate salesperson, distributor, and territory performance.
Full definition
Target vs Achievement (TvA) is the foundational performance management metric in Indian FMCG sales organizations. Every month, sales targets are cascaded from the national level down to region, area, territory, distributor, and individual DSR. Achievement is measured against these targets, and the TvA percentage (achievement / target x 100) determines incentives, rankings, and often career progression.
Targets in India are typically set in value (Rs) and volume (cases/crates), sometimes broken down by SKU category or by primary vs secondary sales. A DSR might have a monthly target of Rs 4,50,000 secondary billing with a sub-target of Rs 80,000 in premium SKUs. Achieving 90%+ on primary but only 60% on secondary is a red flag indicating channel stuffing without pull-through.
Modern sales analytics platforms provide daily TvA tracking dashboards that let sales managers intervene mid-month rather than discovering shortfalls at month-end. The best systems break TvA down by beat, by outlet class, and by SKU to pinpoint exactly where the gap is and what action to take.
Real-world example
An area sales manager reviews the mid-month TvA dashboard and sees that 3 of 8 distributors in Surat are below 40% achievement, triggering a focused scheme push and DSR redeployment for the remaining 15 days.
Where it applies
Applicable industries
This term is relevant across the following SpireStock-supported industries.
How SpireStock handles it
Related SpireStock features
The concepts described above are implemented end-to-end in these product modules.
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