For key account managers
Sell-out data for key account managers
Updated 21 October 2026
For a key account manager, sell-out data is the evidence in the buyer meeting: what sold, where it ran out, what the promotion added and which stores are worth more ranging. The KAM who walks in with the retailer's own numbers, already cleaned and explained, sets the agenda.
Walk into the buyer meeting with the answers
Buyers look at their own data. A key account manager who brings the same data, joined to stock, ranging and promotions, can talk about causes instead of symptoms: not just that sales dropped, but that 40 stores ran out for nine days and here is what it cost both sides.
What a KAM uses sell-out data for
- Buyer meeting packs: performance against last year, share of the category and the stores driving the change.
- Availability: out-of-stocks, low cover and phantom stock by store, ranked by lost sales.
- Promotions: the uplift a promotion really delivered, and whether it paid back.
- Ranging: stores where adding a product is worth the most, backed by rate of sale in similar stores.
- New products: how a launch is tracking store by store in its first weeks.
Your account, not a national average
A KAM needs their retailer's data at store and product level, in their retailer's own store names, without waiting for someone else's report. The view should start at the account and drill down to a single store in a click.
How OuterJoin helps
Our dashboards filter to a key account manager's own accounts, the store reports put the same numbers in the field team's hands, and our analysts build buyer meeting packs and promotion reviews to your brief.
Common questions
- Can each KAM see only their own retailers?
- Yes. Dashboards can be filtered per key account manager, so each one opens on their own accounts.
- Can you prepare the buyer meeting pack for us?
- Yes. That is part of our bespoke analysis: you give us the brief and the meeting date, our analyst builds the pack.
- What is phantom stock and why should a KAM care?
- Phantom stock is stock the system says is in the store but is not on the shelf, so it never gets reordered. It quietly costs sales on both sides, which makes it a strong topic for a buyer meeting.