Exclusive Content from UpClear’s Singapore FMCG Trade Planning Summit
In our RGM Fireside Chat, Alan Siega (Managing Director a Pricing One) and Mohammed Sebti (Revenue Growth Advisor at Seeds Strategy) shared real world examples of global best practice, packed with practical insights and insights from successful APAC RGM rollouts, highlighting the nuances of embedding revenue growth management as an ongoing capability and discipline and sharing common pitfalls to avoid along the way. Key takeaways included:
RGM is about generating profitable and sustainable growth, and the core levers are; pricing and price pack architecture, promotions, product mix, distribution & availability and trade terms. “The RGM levers are all equally important. Which ones are pulled are situational. RGM is about viewing all the levers holistically” Alan Siega, Pricing One.
To succeed, RGM also requires transparency, discipline, and understanding of the value for the customer and the consumer as well as the company. Finally, you must have internal alignment across sales, marketing, and finance.
Both gave examples of customizing and targeting RGM levers by channel as opposed to a blanket single approach. Examples given include:
Indonesian firm with a portfolio and price-pack architecture for different consumer segments; value-packs for entry-level consumers, premium packs for loyalists.
Confectionery manufacturer with targeted trade terms, assortment and promotional plans by channel.
In terms of shifting market dynamics they discussed:
Retailers don’t accept proposals or value stories; they want proof and quantification. This can be driven by data and analytics, but the challenge isn’t getting the data; it’s about converting this into insight, strategy, and actionable steps.
Specialized software for pricing, promotions and trade spend management has become a higher priority. RGM systems now bring together analytics, scenario planning, and even AI-powered recommendations.
“Technology and software are getting very sophisticated in supporting workflows to embed RGM into companies. You need processes, tools, and technology to embed RGM within an organization to make it efficient and a long-term game. RGM is the function to create value for the long-term for a company, and using technology enables you to move from reactive to predictive to prescriptive” Mohammed Sebti, Seeds-Strategy
“The best tools are the ones which you can actually use, that fit into workflows.” Alan Siega, Pricing One
Change management is critical for success. People and processes need to adapt, and functions need to collaborate effectively. A crawl, walk, then run approach was unanimously favored.
“Start small. Pick a category or channel to pilot the approach, build capability gradually, and scale up as you see results.” Mohammed Sebti, Seeds-Strategy
“To start RGM; keep it simple, I like the framework ‘simplicity with consistency’”- Alan Siega, Pricing One
Cross-functional alignment and leadership are key. RGM isn’t a department; it’s a way of working. The companies that succeed are the ones with buy-in from the top, where incentives are aligned for all functions involved and the ways of working, processes and technology support this.
At UpClear, our mission is to empower Consumer Goods brands to maximize revenue performance and trade investment returns through intelligent, collaborative software—providing a single source of truth, streamlined automation, and actionable insights.
