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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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Questions?

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Questions?

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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)