This year’s Consumer Goods Sales and Marketing Summit is dialed-in to the business concerns that are top of mind for CG and retail marketing executives: collaboration, transformation and monetization. Finding success in all of these areas requires companies to put the consumer at the center of everything they do, which is why the theme of this year’s virtual event is Consumer-Obsessed Innovation.
Packed into two days of keynotes, panels and workshops on Dec. 8-9, attendees will have the opportunity to learn from industry leaders and network with speakers and peers, all conducted on an interactive and engaging virtual platform.
As you make your plans to win in 2021, register for CGSM 2020 to learn how to thread Consumer-Obsessed Innovation throughout your business.
Highlights from the agenda are below, and you can see the full lineup here.
Tuesday, Dec. 8
Opening Keynote: Strength in Numbers; Tapping into Innovative Partnerships
Moderator: Tim Denman, Editor-in-Chief, CGT
Tom Szaky, Founder and CEO, TerraCycle
Giles Bolton, Responsible Sourcing Director, Product Quality, Tesco
Maxence de Royer, Vice President Strategy, Business Development & Sustainability, Nestlé
Every major undertaking takes a village. This is especially true when it comes to making more meaningful and lasting connections along the consumer journey. Moreso now than ever, consumers want to make purchases that are purposeful, and to better understand their behavior, retailers and CG brands need to work closer together to meet these evolving demands. By breaking down external silos — and using technology in innovative and authentic ways — brands, retailers and consumers can benefit from partnerships that are stronger than ever.
Georgia-Pacific Pushes Their Digital Transformation Strategy Through Co-Innovation
Chad Watson, Director of Digital Core Process, Georgia-Pacific
Peter Charette, Global Solution Owner – Consumer Products, Consumer Products IBU
Georgia-Pacific has a clear strategy to stay on the cutting-edge of technology within the consumer products industry. Learn how Chad Watson leveraged SAP through co-innovation on addressing an industry pain point of trade claims management with SAP’s intelligent trade claims management (ITCM). Uncover his experience and outlook on future co-innovation opportunities with SAP’s industry cloud.
Less Is More: How Technology Accelerates and Monetizes Brand Intelligence
Speaker: Franck Sarrazit, Principal Consultant, Brand Experience, Qualtrics
Traditional approaches for gathering consumer insights are often complex, time consuming and expensive, and rarely yield actionable data. They can also be inaccurate, with the gap between reality and research findings growing. With the COVID crisis, the need to challenge the status quo and think about new ways of doing things more efficiently is accelerating. Technology enables companies to unify multiple data sources for a simplified, actionable view. The result is a clear and quantitative understanding of what drives brand growth, and a higher return on the market research investment.
Revenue Growth Management (RGM) Share Group Meeting
Gabriele Plate, Client Services Director, EMEA for UpClear
Rajeev Prabhakar, Client Services Director, Americas for UpClear
In this session led by UpClear, the RGM Share Group will review the CPG RGM framework and its continuum. We will then dive specifically into integrated business planning and consensus forecast and explore organizational maturity. It is at this stage in the promotion planning lifecycle when alignment from sales, finance, and supply chain are most critical, as they drive commercial plans. Participants in the Share Group will assess their organization maturity on that journey and outline next steps on their roadmap.
Closing Keynote: From the Frontlines of Convenience: How to 'Win with Winners'
Speaker: Yesway, CMO, Derek Gaskins
Bringing together disjointed teams is a major undertaking, especially during a pandemic. Mix in mergers and acquisitions, and you have another level of complexity that can create a siloed approach to sales and marketing. In this session, we will hear from the frontlines of convenience stores as Yesway’s CMO Derek Gaskins shares how he has brought his passion of data, analytics and loyalty programs to the organization. He will explore how integrating people, process and technology has allowed Yesway to scale at breakneck speed. The Yesway team is laser-focused on the consumer, collaborating with supplier partners, and breaking down sales and marketing silos to build the nimble organization of the future. Learn how they maximized their marketing efforts in the age of disruption.
Wednesday, Dec. 9
Opening Keynote: CG Brands Leading From the Front With E-Commerce
Moderator: Cheryl Perkins, Founder & CEO Innovationedge LLC,
Lee Bogner, Global eCommerce Leader - Enterprise Digital Commerce Architecture and Strategy, Mars
Claudia Fenske, Director of eCommerce Sales, WD-40 Company
Surabhi Pokhriyal, Global Director E-Commerce Acceleration, Johnson & Johnson
E-commerce has taken on a new sense of urgency in 2020 as brands turn to DTC to get products into consumers’ hands quickly and seamlessly. But e-commerce success is easier said than done; companies must build a collaborative team that is able to maximize growth as commerce blurs the distinction between brands, retailers, media and advertising. This panel discussion will explore the talent, technology and organizational structure necessary to win in digital and provide a behind-the-scenes look on how to develop an e-commerce strategy that produces results.
How Whirlpool Achieves Its Perfect Store Ambitions
Mauro Gaeta, Go-to-Market Solution Architect, Whirlpool EMEA
Simon Dechent, Global Market Development Lead for Consumer Products Sales Applications, SAP
Consumer products companies can no longer rely on the strength of their brand alone. In order to connect with modern consumers and build customer loyalty, they need to deliver the right products at the right place and time. Whirlpool, one of the world’s largest household appliance manufacturers, will share how they create the perfect store with intelligent sales tools that turn its sales reps into trusted advisors. Mauro Gaeta and Simon Dechent will discuss market trends in the consumer products industry go-to-market in traditional and modern trade; challenges Whirlpool faces in today’s retail environment; and the benefits seen, including increased sales rep productivity and improved store performance. Join us to learn about best and next practices to achieve a perfect store vision.
Let’s Get Together: Consumer Product Brands Are Moving Closer to Consumers
Paul Smith, Vice President of Sales, South Market Unit, SAP
Sunny Neely, Senior Solution Manager, Consumer Products, SAP
Getting closer to the consumer has never been more important. This session brings trends, insights and a handy DTC playbook that shares how DTC digital natives behave differently. It will explore why understanding evolving un-met needs and real-time, hyper-personalized trust-based engagement is a must for consumer product brands; why DTC commerce platforms need to have a low total cost of ownership; how smart innovations for remote selling matter; and how to fulfill to the last mile successfully while offering consumers an A+ experience.
Workshop: What’s Holding You Back From DTC? Doing What You’ve Always Done, Won’t Get You What You Always Got
Paul Smith, Vice President of Sales, South Market Unit, SAP
Shady Ghattas, Global Director, Consumer Products Go To Market, Sales & Solution Strategy, SAP
The DTC landscape has been completely transformed with channel shifts, buyer behavior changes, evolving un-met consumer needs, digital customer acquisition and engagement, and the emergence of new challengers. What are the drivers, inhibitors, enablers and measures of success that enable a DTC business to expand and enhance? This interactive Mural workshop brings together practitioners and peers and dives deep into the evolving DTC landscape. Explore why DTC is relevant, why engaging with it could drive breakthrough business outcomes and ensure a positive customer experience, and how to define and measure DTC success. In addition, workshop participants will identify and explore DTC barriers, including customer acquisition, capturing first-party data, and subscription churn and how to overcome them.
Closing Keynote: Consumer-Obsessed SMBs
Moderator: Alarice Rajagopal, Senior Editor, CGT
Ekta Chopra, Chief Digital Officer, e.l.f. Beauty
Joel D. Warady, President, Catalina Snacks Inc.
Dan Klein, Chief Executive Officer, Tiesta Tea Company
Building meaningful, long-term, mutually beneficial relationships with consumers is the heart and soul of the consumer goods industry, as well as the catalyst for both technological innovation and strategic investment. This panel will highlight how leading small- to midsized CG brands that have embedded consumer obsession throughout the organization are able to leverage that consumer-first mindset to lead from the front with innovative sales and marketing strategies.