Information-Based Selling Roadmap for CPG

Challenge

This major CPG entity’s Convenience and Food Service goal was to create a world-class information and insights driven culture to build their go-to-market sales planning and execution capabilities in order to increase go-to-market effectiveness, drive competitive advantage, and accelerate growth.

The existing roadmap was overly technology-centric and boiler-plate, and failed to demonstrate how business value would be captured.

Solution

Daugherty provided a rapid (1-day) Business Prioritization & Planning workshop, using our 15-point CPG & Retail Leading Practices Framework. An actionable roadmap was completed in just 8 weeks that focused on:

  • Integrated Product & Customer Planning
  • Multi-level Dynamic Customer Segmentation
  • Store/Operator Sales Objective Targeting
  • Optimized Trade Promotion
  • Sales Execution Direction & Tracking
  • Closed-Loop Analytics & Business Insights

Business Result

  • Identified and prioritized 24 required business capabilities, and defined, estimated and planned 13 initiatives.
  • Implementing customer data integration and improvements to drive secondary volume / distribution visibility.
  • Launched successful program to build-out technology and process enablers.