Redefining the Practice of Trade Promotion
There may be no consumer packaged goods business function in greater need of real transformation than trade promotion management, which is still often hindered by outdated processes and inefficient legacy tools — despite all the seismic changes taking place elsewhere in the organization and across the industry.
To assess the current state of TPM, CGT teamed with Capgemini this fall to field a research study looking at current practices and future plans. What we found was an industry looking to align sales, marketing and retail activity while searching for deeper insights, better metrics and faster response times that can modernize traditional TPM processes and improve consumer/shopper engagement.
In this exclusive webinar, a panel of industry experts will use findings from the report to identify the key ways in which consumer goods companies are seeking to improve their trade promotion practices to make them more relevant — and more effective — in a rapidly evolving marketplace.