Trade promotion spending is the second-largest expense for most CPG manufacturers after cost of goods sold, with spending averaging 12%-20% as a percent of gross sales. Managing this gigantic line item is complex, and many still approach it with error-prone, one-off spreadsheets or outdated, overly customized solutions. With margins ever tightening and trade expenses climbing, many turn to a Trade Promotion Management (TPM) software solution.
Unfortunately, an alarming number of TPM deployments fail to reach their full potential, primarily due to user adoption issues. To shed a light on what goes wrong and how to avoid it, CGT consulted seasoned executives at both CG companies and solution providers to highlight the potential problems and share best practices honed from years in the trenches of TPM deployments. The one-of-a-kind research was published in November, and this companion webinar will explore user adoption challenges and best practices that can help your TPM initiative succeed.
Presented in discussion format, our experts will share their perspectives on the following topics, including common errors and suggested best practices
Michael Rybnick, Director, Customer Investment & Optimization, Henkel Corporation
Christopher J. Haller, VP Commercial Capabilities, Planning & Development - Customer Growth Capabilities, Tyson Foods
Ronald Labhart, Software Product Mgmt. Sr. Manager, Accenture
Moderator: Peter Breen, Editor-in-Chief, Consumer Goods Technology