When a supplier invests in powerful platforms like iDig and Karma, the expectation is that sales data will drive smarter decisions. But according to Walter Moore, founder of VIP Help, most companies are only scratching the surface. In a recent interview, Moore shared his perspective on why general analytics consultants often miss the mark in the beverage industry, and how his hands-on experience shapes a more practical approach.
The Most Common Sales Data Problem
Moore sees a recurring issue with VIP clients: they pay for robust tools but fail to use them fully. "The most common problem I see is a supplier paying for VIP's iDig and Karma platforms and using maybe 20% of what they're capable of." The data is there—depletions, distributor-level detail, rep activity—but without in-house expertise, it goes untapped. Reports become inconsistent, making trend-spotting nearly impossible.
Why do general consultants miss this? Moore points to a lack of industry fluency. "They know data, but they don't know the three-tier system—how a supplier's numbers actually move through a distributor, what a billback is, why a chain commitment gets tracked differently than an on-premise placement." Having worked both distributor-side and as a spirits brand co-founder, Moore doesn't need to translate the industry to understand the data. This insider knowledge is a key differentiator for VIP Help.
Turning Raw Data into Actionable Reports
Moore's process begins with cleanup. "Before I build anything, I standardize the SKU catalogue and make sure the naming conventions are consistent across every brand and distributor—that's usually the first thing that's broken." He then validates distributor-reported numbers against what's actually in VIP, because mismatches are common. Only then does he build reporting around fixed dimensions, ensuring consistency across reps and months. The final output is designed for immediate use: goal tracking, account targeting, commission reports, and dashboards synced into Karma for field access.
A Case with Unexpected Impact
One client story stands out. For a medium-sized wine and spirits company, Moore's data flagged a rep who wasn't hitting targets despite a strong territory. The owner let that rep go, and the team was retrained around the new reporting structure. The surprise came in the ripple effect. "It wasn't just that one territory got better, the whole sales force got more disciplined about using the data once they saw it actually had consequences attached to it."
Custom Reporting: Small Teams vs. Large Organizations
For small teams of 3-5 reps, Moore prioritizes simplicity and speed. "It needs to tell them what to do next, fast." Lean reports focus on the accounts and goals that matter most. For larger organizations, the challenge shifts to consistency at scale. Moore cites work with Sazerac, tracking commitments across 100+ brands and multiple distributors. "The risk isn't a lack of data—it's that different people are entering and interpreting it differently." His solution: lock down definitions up front, run test batches, and ensure 50 people work from one source of truth.
Choosing a Data Analytics Partner
Moore offers three criteria for selecting a partner. First, industry fluency. "A partner who understands the data but not the beverage three-tier system will build you a technically correct report that doesn't actually help you make a decision." Second, a willingness to be a partner in the sales conversation, not just a report generator. Third, honesty about scope. Moore admits to underestimating complexity on a past project, and now values partners who communicate what's knowable versus what needs a test run. "A good partner tells you up front what's knowable and what needs a test run first, rather than overpromising and letting the client find out the hard way."
For businesses navigating sales data, Moore's insights underscore the value of domain expertise and practical, action-oriented reporting. As he puts it, the goal is not just to produce spreadsheets, but to empower sales managers to make better decisions. For more on his approach, visit VIP Help.