Research and Reports

Will Work-From-Anywhere Work for Consumer Goods?
As businesses start to open up again, consumer goods executives are grappling with the changes of today's new work settings, balancing the environmental, employee satisfaction, recruitment, and other benefits with the downsides of a distributed workforce.
Modern Revenue Growth Management in the Cloud
The majority of TPM/O solutions used by CGs today are outdated, unsuitable and unsustainable in the changing landscape. Here's what they can do about it.
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How to Scale Revenue Growth Management Solutions Across the Enterprise

Increasingly, consumer goods companies (CGs) are grappling with a litany of challenges: changing consumer demands, pressure to get the right products on retailers’ shelves at the right time, and more. Here is a blueprint CGs can follow to successfully deploy and leverage RGM to tackle these roadblocks to growth.
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SAP Reimagine Consumer Products

Reacting to change is just the beginning. The time is now to totally REIMAGINE CONSUMER PRODUCTS to weather any challenge and thrive in the most competitive of future environments.
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Adding Predictive Elements to the Pillars of Revenue Growth Management

CGT caught up with Wise Athena CEO Alfonso Vazquez, to discuss the essential elements of a revenue growth management toolbox.
Retaining the New Consumer Through the Power of Technology

As we exit the pandemic, we tapped into the power of the CGT/RIS Executive Council for a look at today’s new consumer, as well as insight into how both brands and retailers can transform them into loyal buyers through technology.
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Measuring Marketing Spend in The New Post COVID Cookie-Less World

A convergence of factors such as accelerating digital transformation, the crumbling of the cookie due to privacy regulations, evolution of marketing from campaigns to continuous communication, and trade channel fragmentation, is forcing marketers to re-evaluate their preferred techniques for marketing effectiveness measurement. Marketing Mix Modeling (MMM) is riding this wave and making a comeback.
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How to Unlock Value From Direct-To-Consumer Platforms

While many consumer goods companies feel an added pressure to pivot to direct-to-consumer, they must first take a step back and treat it as a new business model. CGT explores why in this Q&A.
Getting Direct-To-Consumer Right

While many traditional CG companies are feeling tremendous me-too pressure to field a DTC offering, success comes to those that approach it with a well-conceived strategy that serves the consumer and business alike. Read on to uncover the steps CGs can take to reap the benefits of getting DTC right.
Watch: Finding More Meaningful Insights in Data

Traditional macroeconomic data points may be interesting when it comes to exploring the impact of the pandemic, but they’re just not timely enough to drive real business decisions. If you’re not looking at things like weather patterns and population shifts — not to mention vacation home real estate bursts — you’re losing out to the CGs that are.