This session from the April 2021 virtual LEAD Marketing Conference outlines the expectations that participants should have of their sales/promotion planning and trade spending management processes. Rajeev Prabhakar and Kurt Kaiser of UpClear explain the benefits to sales, marketing, finance, and demand planning functions, and strategies for improvement if these expectations are not being met.
CPGmatters is a business-to-business e-zine that has been dedicated to helping consumer packaged goods (CPG) professionals build brands through retail since 2005. The topics CPGmatters regularly covers are diverse: brand strategy, category management, digital solutions, coupons, in-store marketing, loyalty marketing, sampling, and trade marketing, among others that are related. The common denominator is the brand around which all marketing revolves.