Trade Promotion Management

When consumer packaged goods companies attempt to optimize trade spend and undertake transformation programs, they often attempt too much or too little and subsequently fail to meet their goals.

I recently had the privilege of moderating a share group meeting with some of todays top executives at the CGT Sales & Marketing Summit. The Downstream Data Share group meets quarterly, bringing together some of the industrys top CPG executives in an open forum to discuss and debate data usage and insightful actions that are needed in the enterprise. Top on the agenda was in-store execution and ensuring that strategy is being executed properly and consistently at the store level.