Top Challenges in Trade Revenue Management Today

Gain insights on practical solutions to the “The Top Challenges in Trade Revenue Management” faced by Consumer Goods companies based on a recent survey conducted by The Partnering Group and Exceedra. You can now watch the replay of the one hour webinar originally presented on January 31st, in which The Promotion Optimization Institute (POI) reviews the results of the survey, identifies the top challenges, and offers practical solutions seen from client engagements including:

  • Improving post event analysis
  • Using Customer Segmentation within Trade Investment decision making.
  • Better managing funds allocation across customer segments
  • Arm customer teams to better deal with retailer mandates
  • Chris Rice & Don Baker will then provide actionable advice based on a combined 60 years of CPG industry experience, on how to overcome the challenges faced and improve the Trade
  • Revenue Management Process across the entire organization.




mikeMichael Kantor, CEO & Founder of the Promotion Optimization Institute, LLC

Mike is the visionary for Collaborative Marketing, who has created and is executing with a brilliant, committed group of retail, CPG, and academic leaders the Certified Collaborative Marketer (CCM)™ curriculum and certification for how to collaborate with trading partners. He continuously produces the best industry events on marketing effectiveness and collaborative price/promotion optimization around the globe.

Mr. Kantor has spent his career creating retail and brand price/promotion optimization programs, and analytics that drive improved loyalty and profits. Mike co-chaired and developed with Gartner, Inc. and leading CPG executives the industry’s first standard set of trade promotion definitions/metrics; and pioneered efforts to define and document trade promotion management in foodservice.



dale-picDale Hagemeyer, Partner at the Promotion Optimization Institute, LLC

Previous to joining the POI, Dale was a research vice president and managing vice president at Gartner for 15 years. There he did research in the application of technology to the business processes of trade promotion and field sales automation for consumer goods manufacturers.

Prior to Gartner he spent 14 years in management positions related to promotion and distribution of products at Sunbeam Corporation, The Quaker Oats Company, PepsiCo, Kraft Foods, and Kroger. He also fulfilled an international assignment in Mexico from 1995 to 1996.

Dale has served on various industry advisory boards for trade associations and industry periodicals. He holds an undergraduate degree from the University of Utah and an MBA from the University of Chicago.



don-tpgDon Baker, Partner at The Partnering Group

Don consults with both manufacturers and retailers on projects involving trade investment, pricing management, category management and annual planning processes. Don has developed and delivered training courses on pricing strategy and category management in Europe, Canada and the U.S.

Don has over 35 years of industry experience in a variety of retail and packaged goods management roles with companies such as Borden, Georgia Pacific, Diageo and Nestle. Don also has retail store management experience as he worked for American Store’s Jewel division. Don’s most recent experience came at Sara Lee where he was Vice President of Best Practices for Sara Lee with responsibilities that included; pricing and promotion management, category management, shelving and assortment, training, customer strategy and sales operations.

Don has an MBA from Loyola University and a Bachelor of Science in Food Distribution from Western Michigan University.



chris-excChris Rice, VP Sales & Marketing North America at Exceedra

Chris Rice is a 30+ year CPG industry veteran with extensive experience in sales and marketing from a manufacturer and solution provider perspective. This experience come from varying roles at IBM DemandTec, Information Resources Inc., CAS and Quaker Oats Company. Expertise areas include TPM, TPO, Post Event Analysis, strategic trade and marketing planning, shopper insights, and retail execution. Chris has helped many clients make improvements to their trade planning processes and systems.

Chris is a graduate of the Kenan-Flager Business School at the University of North Carolina – Chapel Hill.

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