Revenue Growth Management
We help business leaders realize meaningful growth transformations so that the companies they lead can deliver substantial value today and tomorrow. RGM’s experts have extensive experience helping our clients translate consumer needs into product portfolios, leverage brand equity to optimize pricing, achieve brand jobs to be done using trade promotions & investments and grow physical availability to drive volume.
Organizational Foundations
Performance Management
Given the growth objectives of a company its important to understand which levers to pull. We help our clients build standardized & automated reporting tools that help leadership teams actively manage growth performance.
Operating Model
An operating model needs to be aligned with the future strategic direction of a company. We help our clients design their optimal target operating model by clearly linking their unique objectives to our proprietary archetypal core activities, responsibilities, role descriptions and organizational structures.
RGM Methodology
Revenue growth management analytics are ever evolving and need to be aligned with a firm’s business unit strategy. We help our clients design bespoke RGM frameworks across all five levers dependent on their growth objectives using rapid iterative on the ground design, test and scale sprints.
Capability Building
Revenue growth management capability building helps the marketing & sales workforce prepare for the needs of tomorrow. We help our clients host & craft interactive content for online training modules, case studies for classroom training and webinars for knowledge sharing across all knowledge levels.
Tooling & Automation
Big data is making advanced analytics techniques like machine learning, computer vision, and language processing accessible. We help our clients design, test, build and scale RGM dashboards using advanced analytics hosted on standard platforms or built on custom platforms.
Growth Strategy & Planning
Business & Brand Strategy
Harmonizing a strategy ensures capital can be allocated in the most efficient way. We help our clients bridge business, category and brand strategies to drive growth and to create a sustainable competitve advantage.
Price Strategy
By transforming pricing companies can drive significant value to the bottomline. We help our clients define actionable portfolio price roadmaps by defining brand level price targets & action plans based on existing growth plans, consumer perception, sales performance and price execution.
Range & Availability Reviews
Offering the right assortment ensures shopper missions are addressed across formats and helps reduce non-value adding complexity. We help our clients maximize profitable growth by defining the optimial price pack architecture & portfolio mix and by maximizing the physical availability of brands across channel and customers.
Trade Promotions
Trade promotions can be effective tools to help expand categories and temporarily boost sales. We help our clients maximize their return on investments in price promotions by linking their growth objectives to their promotional strategy & tactics, by identifying the optimimal promotional mechanics and by creating dynamic promotional calendars.
Trade Investments
The right trade investment structure drives value for manufacturers, retailers and consumers. We help our clients optimize their trade terms through in-depth financial and contract reviews aimed at streamlining trade terms across customers, at resetting investment conditions and at optimizing contract counterparts.
Commercialisation & Customer
Innovation
Capitalizing on new ideas requires thoughtful strategy and deliberate action. We help our clients: identify emerging innovations; design and build innovation platforms; run innovation sprints & pilots; and scale innovations.
Route to Market
Comprehensive route-to-market strategies are tailored to the unique attributes of the innovation it is trying to land. Wether products are sold using an owned sales force or through channel partners we help our clients define market entry modes, shortlist & prioritize geographical regions and assign clear sales roles.
Trade Stories
The success of new initiatives is largely dependent on the ability of a company its frontline sales teams to sell them in the market. We help our clients install the right talent, instill the right behaviors and motivate using the right incentives.
Customer Management
Designing trade terms to pay for performance is easier said then done. We help our clients install customer performance management boards to manage the right quantum of investments, formalize the right investment conditions, and ensure customer teams hit the right targets.
Customer Experience
In today’s world companies need to deliver superior experiences in order to outperform the market. We help our clients optimize their customer service by segmenting customer needs and performance metrics, de-average the shopper journey and simplify processes.
How We Help Our Clients
WHERE TO PLAY
Markets and consumer needs are ever evolving. To stay ahead of the pack, companies need to continously scan the environment for nascent high growth demand segments and continously upgrade their product portfolio across customers and channels. We help our clients identify where to play by mapping white spaces, redefining their price pack architecture, and optimizing their product mix using planograms and shopper decision trees.
FUEL FOR GROWTH
The quantum of investment required to grow today will determine how easy it is to capitalize on the needs of tomorrow. In other words, if companies over-invest in activities with short-term gains like price promotions it will be more difficult to fund activities with long-term gains like advertisement, innovation, & customer activation. To maximize the fuel for future growth we help our clients optimize their price strategy; price promotions and or trade invesments.
INTERVENTIONS
It does not matter if its structurally deteriorating performance or sudden distress due to disruptive market forces, to ensure continuity its important to quickly stabilize cash flows. We partner with our client’s teams on the ground to create 90 – 180 – 360 – 720 day turnaround plans with immediate impact to each client’s bottom line, cash flow, and top-line growth whilst concentrating on what the client must do to sustain successful change far into the future.
INSTITUTIONALIZATION
Succesfully embedding revenue growth management capabilities in an organization has proven to be a notoriusly difficult task due to the analytics heavy & cross-functional nature of the activities. We partner with our clients to help them: map key development areas based on maturity assessments; align their RGM activities & operating model to their business unit strategies; and anchor RGM activities and output into core marketing & sales processes.
UPSKILLING
RGM training content is often complex, dense and boring. As a result, the audience often leaves training sessions feeling overwhelmed and lost in the content rather then energized and confident that they can apply the concepts. To help our clients create an engaging learning experience, we create holistic learning programmes, personalize content, create interactive bite-sized modules using actual use cases & support their staff with ready-to-use templates.
AUTOMATION
More often than not, significant investments are made into the creation of automated tools that are not being used by their intended audience as they are not designed with the end-user in mind, they are complex to use and they create competing views across dashboards. We partner with our clients to help them design, build, test and launch RGM tools that are based on existing RGM frameworks, harmonized data and standardized business questions.
Our Collective Experience
Examples Of Our Work
Annual Growth Plans
We have helped a leading fast mover consumer goods company launch and run an analytics hub which supported marketing, sales and revenue management teams with the creation of their annual growth plans.
The result: over 100 basis points of incremental revenue (700 m/euros) identified in about 18 months.
Active Mix Management
We have helped a leading European food & beverages company optimize its product mix across customers by identifying top performers using item performance and shopper decision trees.
Impact: the identification of +200 basis points of incremental revenue in six weeks.
Brand Price Strategy
We have helped a leading Pan-European consumer goods company reset their strategic price targets and define their multi-year strategic pricing roadmap across key brands, formats & markets.
Impact: the identification of 200+ basis points of incremental revenue in eight weeks.
Trade Investment Reset
We have helped the European business unit of a leading home care company reset their trade investments for their most unprofitable customers across a selected number of geographical regions.
Impact: over 1,000 basis points of incremental operating margin identified within two months.
Our Insights & Publications
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