Presentation prepared for the Mindtree webinar on Trade Promotion Effectiveness. With the focus on trade promotion management to spur growth, sales teams need technologies to help analyze store and retail-specific data that is current(with minimal latency). This is not today’s reality. The average sales person today struggles to get data, and clarity of spend targets.

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Improving Promotion
Effectiveness

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• Sales Productivity. Average sales person can only sell 27% of their
workday…. Why? Internal Processes and Difficulty to get to data….
• Shift in Power from Marketing to Sales. Evolution of sales account
teams. Most companies do not have the right collaborative workflows.
• Analysis more Granular. Movement to store and retail-specific
analysis.
Current State

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Need for Collaborative Workflow

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Over Half Measure Promotions At Least Quarterly;
Half of Promotions Are Measured on Average

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Performance

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Promotion Effectiveness

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On Average, Takes 36 Days to
Measure a Promotions’ Effectiveness

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Analytics, Store Execution and Access to Insights
Are Top 3 Barriers to Promotion Excellence

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Cross-Functional and Optimization
Are Among Trade Promotion Management Issues

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Nearly Two-thirds Are Working on Digital Path
to Purchase – for an Average of 1.6 Years

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Automation of the four moments of truth
in the purchase cycle through the use of
social, mobile, digital, and analytics
technologies.
Digital Path to Purchase

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Four Moments of Truth
The List:
• Digital
Recipe
• Digital
Coupons
• Online
Rating and
Reviews
The Basket:
• Shelf-sensing
• QR Codes
• In-store
coupons
• IP Address
Sensing
• Localized
assortment
The Check-out
• Downstream
Data
• Loyalty Data
Usage
• Sentiment Data
• Ratings and
Reviews

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Emergence of Digital Path to Purchase

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Funding for the Digital Path to Purchase

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Promotion management has grown in importance,
but is more difficult to manage in today’s
organization.
Need for more granular and real-time data.
Sales teams need easy-to-use technologies to
improve sales productivity.
Wrap-up

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Founder: Lora Cecere
• Founder of Supply Chain Insights
• “LinkedIn Influencer”
• Guest blogger for Forbes
• Author of 4 books: Bricks Matter (2012), Shaman’s Journal (2014)
and Supply Chain Metrics That Matter (December 2014), Shaman’s Journal (2014)
• Partner at Altimeter Group (leader in open research)
• 7 years of Management Experience leading Analyst Teams at Gartner
and AMR Research
• 8 years Experience in Marketing and Selling Supply Chain Software at
Descartes Systems Group and Manugistics (now JDA)
• 15 Years Leading teams in Manufacturing and Distribution operations for
Clorox, Kraft/General Foods, Nestle/Dreyers Grand Ice Cream and
Procter & Gamble.
Contact Information:
• Email: lora.cecere@supplychaininsights.com
• Blog: www.supplychainshaman.com (8,000 pageviews/month)
• Forbes: http://www.forbes.com/search/?q=lora+cecere
• Twitter: lcecere (6200 followers)
• LinkedIn: linkedin.com/pub/lora-cecere/0/196/573 (46,000 followers)