Consumer package goods (CPG) companies manage multiple complex distribution channels. Because the industry operates through intermediary channel players, out-of-the-box customer relationship management (CRM) solutions are typically inadequate. In fact, account and trade management teams could dispense with a CRM system’s traditional sales funnel capabilities. But the CRM system needs to be more than an expensive contact manager.
Account and trade management teams may benefit from trade promotion management (TPM) functionality. TPM functionality can drive sales performance in CPG organizations, through budgeting, planning, sell-in, execution, and settlement.
Consumer brands have had limited success with traditional CRM systems because of differences in selling models. By extending CRM to address trade management requirements natively, CPG companies can drive internal and external collaboration to competitive advantage.