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Stew's Perspective on Modern CPG Go-to-Market Organization

Stew's Perspective on Modern CPG Go-to-Market Organization

Gone are the days when Finance-driven CPG organizations believe they can afford to have their own top down ...

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Binoy Chacko

Binoy Chacko
Senior Analyst

Binoy's primary responsibilities include providing clients with actionable items in regards ...

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When Software Does Not Improve Trade Spending




“What do I do when the promotion management software I purchased for millions of dollars does not improve the management of my trade spending?”



The retail environment is extremely chaotic. As a consumer packaged goods (CPG) manufacturer, you face complex questions and urgent, episodic problems each day. Your company invested in promotion management software because it promised to assist you in effectively managing a critical component of your business: trade spending. You were told that software is the answer, yet it has not helped you reach your desired business outcomes.


The solution of software is highly attractive. Systems can be very helpful; they can simplify processes and help organize information. They can define variables and compute complex algorithms. Some tasks can be done systematically. For these types of tasks, software can be an ideal solution.


Unfortunately, your business cannot be done systematically. Trade is a critical component of your business. It can, and should, be managed more effectively. Improving the management of your trade spending is contingent upon:


  • Data integrity; starting and ending analysis with a human
  • Problem solving through feasible decision making
  • Managing execution with tactical expertise


Promotion management software has not improved trade because it is not capable of doing so on its own. It requires an industry expert who understands both analytics and the retail environment – an advisor who has not only mastered the data behind consumption, but can also work alongside you, the manufacturer, to ensure that the best tactics are executed effectively.


To continue reading, dowload the full whitepaper below.





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