improving promotion effectiveness - mindtree webinar
TRANSCRIPT
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Supply Chain Insights LLC Copyright © 2015, p. 1
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: [email protected]• 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)