Gap analysis shows where competitors are but you're not. Cross-sell shows which of YOUR accounts are missing your other brands. Both invisible without menu-level data.
Your distributor tells you you're in 500 venues. Menu data shows 50. That's a gap. But there's another gap: of those 50, how many carry your gin but not your tequila? The relationship exists. The second brand doesn't. No competitor, no displacement needed - just sell them the next product.
Gap = competitive displacement. Cross-sell = portfolio expansion. Both are invisible in ERP/shipment data.
Venues where a competitor brand pours and yours doesn't. Filtered by venue type, city, price tier. Prioritized by conversion likelihood.
Venues serving the category with no named brand. No displacement battle needed. These are first-mover targets.
Accounts that already buy from you in one category but not another. Warmest leads - the relationship exists, the demand exists, your brand is absent.
"Give my reps a target list sorted by difficulty: open territory first, budget brands second, entrenched competitors last"
"Maximize share of wallet. 194 venues pour our gin. Only 31 also carry our tequila. That's 163 warm targets."
"Know what's on the menu before I walk in. Know what's missing. Know what the competitor charges."
Request a gap analysis for your brand or portfolio. We'll show you exactly where the opportunities are.