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.