Virtual Fireside Chat: Where is TPM/TPO Headed?

Pricing, promotions, assortment and trade investment — just when consumer goods companies thought they mastered at least the foundational elements of revenue growth management, everything shifted. Managing trade promotions has always been an area with very little return, but optimization won’t happen without a solid base. During this virtual discussion, thought leaders in the TPM trenches share experiences, figure out the new rules, and explore what TPM/O might look like in a post-COVID future, as well as where revenue growth management fits in. Read on for an overview of the chats and to watch the full conversations. Prashant Agrawal, the founder of Impact Analytics, is an ex-BCG and McKinsey senior consultant and previously headed private equity and corporate finance at BCG. He has more than 25 years of technology, retail and cross industry experience and has a JD/MBA from Columbia Business School. In this discussion, he breaks down how trade promotions have been impacted during COVID-19 and what we can expect moving forward. He also weighs in on some of the emerging technologies helping CGs with their promotions. Wayne Akoka, program director (CPG) at Pactera EDGE, has 10 years of experience working cross-functionally in sales, marketing strategy, and project management in a wide range of industries from tech (Google, HTC, Gigabyte) to food (Kraft Heinz - Walmart). Giansereno Acquistapace, director IT sales systems at Kraft Heinz Company, also joined the conversation to provide the consumer goods brand perspective of the current TPM/O landscape. Among the topics of conversation included some of the misconceptions surrounding the use of artificial intelligence in consumer goods, and how these complexities relate to trade promotions. The trio also explored how consumer goods companies not yet fully leveraging data and analytics for TPM can get started. Prior to co-founding Cornerstone Capabilities in 2014, David Zur was VP of retail sales at PepsiCo Beverages. His passion and focus are to help CPG companies improve their pricing and promotional capabilities, build confidence in their decision-making, improve collaboration with business partners, and ultimately grow their profits. Zur explores some of the pain points currently facing CG manufacturers and offers some solutions to their challenges, including how they can be addressed from an analytics standpoint. He also shares some category trends that are stemming from the impact of COVID-19 and explains how companies can derive an ROI from their revenue growth management tools.

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