HPM EDUCATION & TRAINING SERVICES

DURATION: 16 Hours

OPTIMUM CAPACITY: 20-30 (Can accommodate up to 60)

WHO SHOULD ATTEND? Trade promotion management and supervisory stakeholders, sales planners, demand planners, revenue growth management stakeholders and leads, sales and finance operational stakeholders and leads, marketing planners and stakeholders, A/R, A/P and financial accounting leads and stakeholders, CIO, CSO, CMO and CFO executives and leadership.

COURSE DESCRIPTION: This course delivers a detailed examination of business processes, functionality and practices involved in managing a modern trade channel promotion, cooperative advertising, or other channel market incentive and development programs globally, with comparisons across industries and categories. It is designed to enable a thorough understanding of today’s promotion management including tactical and strategic promotion program development, funding and allowances, promotion planning, advanced prescriptive and predictive analytics with AI and Machine Learning technology, claims and deduction settlement management and the analyses of metrics and key performance indicators across all channels of distribution.  The course also includes a segment on retail and channel execution management and analysis.

AGENDA TOPICS:

DAY 1

• Brief History of Trade Channel Promotion
• Cross-industry promotion variations
• Promotion Program Development
• Accrual, Allocation and Budget of Funds
• Claim and Deduction Management
• Settlement and Accounting

DAY 2

• Promotion Planning
• Advanced Promotion Optimization
• TPx Role in Revenue Growth Management
• Retail Execution and Direct Store Delivery (DSD)
• Analytics & Marketing Alignment

“This is a must-attend workshop for anyone in consumer products that wants to beat the competition AND the private labels in the retail stores!”
Head of Global TPM Transformation
Top 10 CPG Company

DURATION:  12 Hours

OPTIMUM CAPACITY: 20-30 (Can accommodate up to 60)

WHO SHOULD ATTEND?  Marketing and Promotion Analysts, CIO, CTO and IT Stakeholders, Executives and Analysts in Revenue Growth Management, Master Data and Advanced Analytics, Promotion Planners, Key Account Managers, Sales Reps, Retail Execution Executives and Stakeholders, Sales Operations and Finance Executives, Leads and Stakeholders.

COURSE DESCRIPTION:   This course provides guidance for defining and managing the sources of data, analysis and reporting practices for trade channel promotion including alignment across all channels, categories and geographies. It includes design thinking and journey mapping for configuring and implementing the most successful and comprehensive analytical metrics and tools.

AGENDA TOPICS:

DAY 1

• Industry Trends and Standards of TPx Analytics – Process and Technology
• Sources of Data for the Modern TPx and RGM Platforms
• Alignment of Data and Analytics across all Channels and Categories
• Case Studies of Histories of Effective Analytics Practices

DAY 2

• Optimizing Product, Pricing and Promotion with Downstream Data
• Creating the Ideal Promotion Analytics Platform for Optimal Consumer Impact

“I have not heard the value of data expressed so well. I want my entire data and analytics team to get this workshop.”
CIO, Global Confection Company

DURATION:   8 Hours

OPTIMUM CAPACITY:   40-60

WHO SHOULD ATTEND?  CIO, CEO, CMO, VPs of Marketing and Sales, Key Account Managers, Channel Promotion and Consumer Marketing Leaders and Planners, Supply Chain and Demand Planning Leads and Stakeholders, Trade Promotion Management Leads, Revenue Growth Management Execs and Stakeholders, Sales and Operations Finance Executives, Brokerage Firm Executives, Retail Execution and DSD Leads, Analysts and Data Management Leadership.

COURSE DESCRIPTION:  This course takes a hard look at the current state of trade channel promotion, co-op advertising funding, and other channel incentives programs to gauge the level of value and future state potential of what is often the second largest line item in a consumer products company’s financials. With the level of technology advancing rapidly and new advanced AI and ML-driven analytics, the former “necessary evil” of trade promotion is now becoming one of the top three focus areas of every consumer products company. Through this course, we examine the ways of doing business with channel customers, how the consumer engagement is changing, and the impact trade promotion is having across the omni-channel landscape. This will not only be the most comprehensive examination of the new industry best practices, but a powerful look into how the future of consumer engagement will be dictated by how well aligned consumer products companies are in their trade channel promotion and direct-to-consumer marketing.

AGENDA TOPICS

• Who Owns What? – An examination of the issues, concerns and problems that have created barriers to effective consumer engagement
• The Channel Role – what does the retailer really expect from the supplier?
• Belly Flopping into the Data Pool – How do leaders maximize the data?
• Successful Paradigm Shifts – Who does this well?
• Blueprinting Success – Alignment of consumer engagement

“I learned that the two greatest assets in the quest for generating our consumers’ awareness – sales and marketing – never work well together. Not only did I learn how to fix that, but also how to improve my company’s ability to better meet our consumers’ demands.  Great workshop!”

CEO for Health Food Leader

DURATION:  8 Hours

OPTIMUM CAPACITY: 40 – 60

WHO SHOULD ATTEND?  CIO, CTO, IT Leadership and Stakeholders, Trade Promotion Management Executives and Key Stakeholders, COO, Sales Operations and Finance Executives, Supply Chain and Demand Planning Executives and Stakeholders, Analysts, Master Data Management Executives and Leaders of TPx Vendor Search initiatives

COURSE DESCRIPTION:  This course is typically designed to give company executives who are considering and/or engaged in a formal TPx vendor search the opportunity to review best practices in TPx technology.  However, with the rapid evolution on sophisticated advanced analytics, AI-driven optimization tools and new cloud-based applications, it also serves as a great place to gain an understanding of the vendor community, how the new technology is used and great success stories and use case perspectives.

AGENDA TOPICS

• The evolving state of trade and channel promotion technology and solutions in the market
• Technology use cases by functional process requirements
• Moving from your current to a future state TPx technology – pre and post implementation “must do’s”
• Industry TPx vendors and how to manage a successful long-term solution selection initiative
• Advanced Data Science and TPx
• Beyond the “Future State” – Expected future innovations in TPx and consumer engagement technology and use cases

“I was really worried that this would be too technical; but instead, it was a realistic and effective treatment of how technology is used and what we need to expect. Plus, we are starting a vendor selection process and I wanted to know what I didn’t know…I brought back a treasure trove of insights.”

TPX Vendor Selection Initiative Leader
Major CPG products company

DURATION: 8 Hours

OPTIMUM CAPACITY: 40-60

WHO SHOULD ATTEND? CIO, CEO, CMO, VPs of Marketing and Sales, Key Account Managers, Channel Promotion and Consumer Marketing Leaders and Planners, Supply Chain and Demand Planning Leads and Stakeholders, Trade Promotion Management Leads, Revenue Growth Management Execs and Stakeholders, Sales and Operations Finance Executives, Brokerage Firm Executives, Retail Execution and DSD Leads, Analysts and Data Management Leadership.

COURSE DESCRIPTION: What exactly IS digital transformation for TPx? In this brief, but information-packed session that helps you build a solid plan to improve the value and return of your trade promotion, co-op fund allowance and MDF spending by building an infrastructure of process, governance, technology and analysis that truly takes advantage of today’s digital environment. This is a must for any company planning to reengineer processes, change technology vendors, or add new channel promotion programs. It will include a comprehensive plan for pre, and post implementation change management, and will deliver a working primer for the entire team.

AGENDA TOPICS

• We Learn from the Past – A look at recent TPx initiatives to show success and failure in previous consumer products company initiatives.
• The Changing Trade Promotion Paradigm and Mindset
• Promotion Alignment – Channel, Category, Internal, External
• Identifying the Change Drivers
• The Metrics of Change – How do we measure success?
• Winning the Hearts and Minds – Practical training and practice execution

“This was not only a timely learning experience, but it also delivered a framework to build an effective plan for our upcoming TPM transformation initiative. Invaluable!”
VP Revenue Growth Management
Latin American Global CPG Conglomerate

Trade and channel promotion is evolving before our eyes. The pace of change is quickened due to advanced technologies and new ways of working together between manufacturer/suppliers and their channel customers. The combined efforts for cooperative marketing alignment between supplier and channel is forcing more focus on the eventual consumer engagement, so the old paradigms, processes, and technologies have to change.

HPM has been called on many times to create specific educational courses targeted to the unique and established policies, procedures and governance of companies across all consumer products categories and sectors. If you give us an opportunity to craft a specific set of instructional workshops tailored to your company’s needs, we will, together, generate a more knowledgeable and committed team that moves beyond industry best practices to achieve the success vital to an effective trade channel promotion offering.

Briefly, our process includes the following components:

• On-site discovery of existing TPx or channel incentives offering environment, technology, and governance.
• Focused efforts toward the most immediate value deliveries and how to create the long-term plan.
• Development of specialized courseware for your company and team.
• Presentation of workshops and training sessions scheduled on your team’s timelines and at their convenience.
• Ongoing assessment and analysis of performance based on the new learnings and the execution and implementation of the new directions.

“Rob’s time with our team was invaluable. His knowledge and experience made us confident in his instruction and his style kept us excited and engaged throughout. Tailoring the course to our company was the right move – not just logos and illustrations, but in the style and culture we work in.”
Director of RGM
Global Appliance Manufacturer