When it comes to managing trade promotion management (TPM), it can be like a three-ring circus. Marketing juggles the trade promotion strategy and manages categories. Sales walks the tightrope with retailers to execute the promotions at the store level. Finance works its magic on data figures such
as volume, revenue, days sales outstanding and expenses to report on profitability. But who is the ringmaster?

Gain insight into how integrated goals and predictive analytics drives deeper levels of collaboration. This session from the November 2014 virtual LEAD Marketing Conference, produced by CPGmatters and the Shopper Technology Institute, explains the perspectives of each department involved in TPM, and show how an automated TPM solution can help define an integrated process with greater visibility into key info.

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