During a pleasant cocktail reception at a users conference in Phoenix, I was shooting the breeze with an elite consumer goods crowd that was eager to learn more about trade promotions.
All roads lead to Rome, as the expression goes, but for consumer goods companies all roads lead to the retailer -- the consumer goods company's customer.
I love a good case study as much as the next person but I sometimes forget that underneath all of the technology, best practices and consolidation lies the beating heart of a shrewd accountant.
