Next generation sales and marketing planning: Running consumer products companies by the numbers

Published: September 23, 2010

Executive summary

The sales and marketing planning processes in consumer products companies can be very chaotic and contentious. The root cause of these issues can often be tracked to the lack of a unified set of analytics and an end-to-end system that automates and integrates key steps into a top-down, bottom-up approach to planning. These limitations lead to inefficient process and organizational fixes designed as “workarounds.” And their impact cascades through companies, negatively affecting revenue generation and profit margins. 1

A new planning paradigm is needed — a next-generation planning process that is already emerging with the help of advances in analytics and planning tools along with a set of guiding principles. This next-generation process yields more accurate and effective plans, greater confidence in and commitment to plan execution, and faster, more effective responses to market surprises.

A few leading consumer products companies are pursuing nextgeneration planning processes now. Those companies that are successful will capture a significant competitive advantage.

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Next generation sales and marketing planning: Running consumer products companies by the numbers