Picture of Success (PoS) – The minimum execution standards for a particular outlet, customer or channel which could include availability, pricing, forward share, points of interruption, PoS material etc.
Picture of Reality (PoR) – Actual execution standards as the shopper would experience them.
Execution Gap (EG) – The variance between the PoS and the PoR. Therefore the Execution Gap = PoS – PoR
Reducing the execution gap is imperative and leads to increased sales and market share.