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Blind Spot - How Demand Management and Integrated Business Planning Are Used to Optimize Trade Spend Investment

Blind Spot - How Demand Management and Integrated Business Planning Are Used to Optimize Trade Spend Investment

Blind Spot - How Demand Management and Integrated Business Planning Are Used to Optimize Trade Spend Investment
(PDF Document (730KB))

White Paper

The value of collaboration between Sales and Marketing on trade spend investment and other programs is powerful. This white paper highlights a case study of a company who has created investment strategies that yielded greater results than in the past in increasing demand. The company’s business growth rate accelerated significantly. At the same time, the company spent less on trade spend overall. The Demand Review, as part of an Integrated Business Planning process, proved an effective forum for collaboration and making decisions. The focus shifts to what is best for the business in generating demand, moving product in channels, and driving business growth.

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