Channel

Proof of performance

Also called: POP · Evidence of performance

The evidence that a funded promotional activity actually took place, required before the funding can be legitimately claimed or retained.

Proof of performance is what converts a promotional commitment into a defensible claim: the advertisement that ran, the display that was built, the event that happened, with dates and spend.

It is also the single most common audit finding in trade-promotion programmes, because the evidence is gathered by whoever ran the activity and the claim is filed by whoever handles finance, usually weeks apart.

Related terms

MDF (market development funds)

Money a supplier provides to a channel partner to fund marketing or promotional activity, drawn down against approved plans and evidence.

Co-op advertising

A programme in which a supplier reimburses part of a partner’s advertising spend, usually accrued as a percentage of purchases and claimed with evidence.

Trade promotion management

Planning, funding, executing and settling promotional events funded by suppliers, from budget allocation through to the claim.

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