One master tree for the CEO, re-cut into a tree per executive for the COO, CFO, CSO and CMO. Every tree keeps the rule: at most 4 metrics at L1, at most 4 under each parent at L2 and L3. Every metric carries the names CPG companies actually use and the sources behind them.
Researched, not rememberedThe first draft was written from memory. This version was checked against company earnings releases, 10-Ks, proxies, Nielsen/Circana/Kantar material and the SCOR standard. Names that failed the check were changed or dropped.
Three evidence gradesCompany-reported a named CPG company uses the term. Industry standard a data provider, standards body or consultancy uses it, no company report found. Practitioner term weakest: little CPG-specific evidence.
Two kinds of linkIdentity the maths ties child to parent. Driver a known cause, not arithmetic. Open "Names and sources" under any metric to see how companies label it.
Pick an executive
The pyramid at a glance
L1 (top)L2 (boxes)L3 (small chips)
Full definitions, names and sources
Coverage: which tree shows each metric
What changed from the first draft
First draft
Now
Why
Who owns what
Executive
Primary owner of
Also owns
Scope and evidence limits
Metrics tell you what, cuts tell you where. Slice every metric by region, brand or category, channel and key customer. Those are filters, not extra metrics.
Deliberately outside this audience: people and culture, R&D pipeline, IT, legal and compliance, sustainability, financing structure and M&A.
Operational KPIs are rarely in 10-Ks. A full-text search of 19 US CPG 10-Ks found no "OTIF", "perfect order" or "SLOB". They show up in proxy statements (incentive metrics), results releases and investor decks, so supply-chain evidence here is thinner than the financial evidence.
Kraft Heinz switched from OTIF (2022 proxy) to case fill rate (2023 proxy) as its service incentive metric, so even one company has not settled on one term. Retailer OTIF targets (Walmart, Target, Kroger) change often, so none is hard-coded here.
Perfect Order vs OTIF. Retailers fine OTIF. Perfect Order (SCOR) adds damage-free and documentation accuracy. If you prefer OTIF at L1, drop the last two L2 boxes under Perfect Order Rate.
Source quality. P&G share and category quotes come from a third-party earnings-call transcript, not P&G's site. Some pages were blocked from automated fetch (Kantar definition pages, ASQ, McKinsey cost-to-serve, retailer supplier portals). Retailer figures come from secondary explainers. SCOR definition text is members-only, so only metric codes and names were confirmed. Several evidence dates are old: Unilever's on-shelf availability KPI is from its 2010 annual report, and the unsaleables benchmark is from 2000.
Companies not fully covered: Mars (private), AB InBev (release blocked), Danone's annual report (partial), Reckitt, Henkel and L'Oréal on operations metrics.
L1 figures are meant on an underlying basis: before one-offs such as restructuring and impairments, and excluding FX and M&A for growth.