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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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John Koury

John Koury

With 30 plus years in CPG, John brings extensive leadership experience ...

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Trade Fund Management

Software provides information, but does not give solutions. CMG has the ability to sell, think, generate ideas, negotiate, and provide a critical eye; functions that software cannot provide on its own. Our highly skilled team has the experience and resources to optimize your trade spending while working with, in parallel, or in lieu of your current TPM/TPO system. Through our customized approach, we provide actionable recommendations that align with your business objectives.


We understand that in today's retail environment, you are faced with an unlimited set of problems that your team may not have the ability, or capacity, to solve on your own. Because of this, CMG also offers an outsourced solution to trade fund management. Known as Trade Fund Brokerage, this service is comprised of a brokered, human system supported by simple software tools and rigorous, customized analytics. Learn more about Trade Fund Brokerage.


Problems we solve:


  • Creating plans that deliver results
  • Determining subsidization rates
  • Calculating return on investment
  • Determining the most effective go-to-market strategies (e.g. High-Low vs. EDLP vs. Hybrid)
  • Developing strategies that align closely with your objectives
  • Retail negotiation prep
  • Allocation of trade dollar resources across brands and SKUs
  • Determining “next dollar spent” priorities
  • Maximizing spending efficiencies to hit short-term sales goals
  • Selling-in strategy shifts to retailers
  • Predicting the results of a promotion


Questions we answer:


"What marketing mix, product assortment and sales strategies can be best combined to significantly increase the profitable purchase of my product?"


"How can I ensure we plan, execute, evaluate and improve our profitability at the customer level?"

"Our plan is to grow sales by 5%. Can we achieve this goal with our current trade budget? If so, what steps do we need to take? If not, what is a realistic target?"

"We want to maximize units. What are optional scenarios for executing this objective? How do we execute this goal with each account?"