An increasing number of Consumer Packaged Goods (CPG) companies worldwide are turning their attention to trade improvements as a way to bolster the bottom line. If improved trade effectiveness and better forecasting are in your sights, then Customer Planning needs to be the launching pad.
Customer Planning is the heart of Integrated Business Planning. It is the best estimate of the business made by those closest to the customer enabling sales, finance, marketing and supply chain executives to see aggregated details regarding trade spend, consumer demand and promotional performance.
The looming question, however, is “Why is efficient and effective Customer Planning so hard?”
This paper is designed to provide a high-level overview of the necessary components of a best-in-class Customer Planning capability. It is not meant to explain the Customer Planning process, but rather inform readers on ways to better organize and improve the process using technology.