Putting into action the longstanding dialogue about integrating consumer direct marketing with trade channel promotion – the birth of real Trade Marketing
Weekly metrics no longer do the job of generating realistic promotion analytics or effectively support accurate and trustworthy promotion ROI planning
The crux of the issue of trade promotion is money – always has been, always will be. But how does the modern CFO look at trade promotion and what is his/her point of view in today’s environment? Read on to learn.
In consumer packaged goods (CPG), politics and skepticism frequently derail efforts to unify, consolidate, and share data, intelligence, and insights between corporate marketing responsible for ecommerce and direct-to-consumer promotions and sales organizations that drive and execute trade promotion. The risks to the CPG company, the retailers, and ultimately the consumer engagement are too high to ignore any longer.
