rade Promotion T Management
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BREAKOUT FAVORITES 12 CGT | JANUARY 2013 | CONSUMERGOODS.COM In a move that extends IBM’s Smarter Commerce leadership, IBM acquired DemandTec in 2012. This acquisition advances and extends IBM’s portfolio by enabling companies to use cloud computing services to understand, plan and predict marketing, pricing and trade promotion activities. CUSTOMER EXPERIENCE LEADER IBM “…We have better pricing control, fewer customer claims and greater visibility into promotions. The granularity that SAP Trade Promotion Management gives us enables people to make better decisions.” — DARREN SLOAN, PROJECT MANAGER, PREMIER FOODS SMB MARKET LEADER SAP Trade Promotion Management CGT’s readers rank the top 10 technology companies that provide a solution for trade promotion effectiveness, including trade promo- tion management (TPM), price management, trade promotion optimization (TPO), etc. TPM and TPO continue to be hot topics among sales and marketing executives in consumer goods. But despite the attention it gets, true TPO use cases are sparse. Dale Hagemeyer, managing vice president, In- dustries Research, Manufactur- ing, Gartner Inc., tells us why. Can you comment on the sur- vey results in this category? HAGEMEYER: The list looks like “the usual suspects” and is pretty complete based on what we see primarily in the U.S. market. The enterprise players and suites seem to float to the top, but even so, the top five include three TPM/TPO and retail suites followed by one TPM provider and one pure-play TPO provider. The fact that the TPM/TPO players are smattered across the list says that consumer goods companies are still pursuing TPM. How would you characterize TPM busi- ness process maturity? HAGEMEYER: Slow and steady, which is typical of this industry. Most important though is that consumer goods compa- nies are moving beyond transactional TPM and becoming more analytical in processes, like post-event analysis. That said, integrating the data necessary to do all the analysis is a challenge. Also change management — not everybody is vested in having better control. How would you describe TPM and TPO investment activity? HAGEMEYER: [TPM] is still a hot topic because of how much money is involved in the critical promotion process. We are see- ing, however, that companies inquiring about TPM also want a pathway to TPO. TPO solution selections are ongo- ing, but we are not in major roll out mode yet. Every indicator is that they drive sig- nificant value. However, because they involve predictive modeling based on lots of clean data, they are not easy projects. Still, considering what’s at stake, they are definitely worth it. CATEGORY CUSTOMER EXPERIENCE: 3.40 TOP 10 PROVIDERS SAP www.sap.com Oracle www.oracle.com Accenture CAS www.accenture.com/cas TradeInsight (AFS Technologies) www.afsi.com IBM www.RevolutionaryDecisions.com Adesso Solutions www.adessosolutions.com JDA Software Group www.jda.com Wipro Promax Analytics Solutions www.wipro.com/WiproPromax/ Flintfox www.flintfox.com AFS Technologies www.afsi.com 1 2 3 4 5 6 7 8 9 10 READERS’ CHOICE
Transcript of rade Promotion T Management
breakout favorites
1 2 cgt | january 2013 | consumergoods.com
In a move that extends IBm’s smarter commerce leadership, IBm acquired demandtec in 2012. this acquisition advances and extends IBm’s portfolio by enabling companies to use cloud computing services to understand, plan and predict marketing, pricing and trade promotion activities.
customer experience leader
IBm
“…We have better pricing control, fewer customer claims and greater visibility into promotions. the granularity that sAP trade Promotion management gives us enables people to make better decisions.”
— Darren sloan, Project Manager, PreMier fooDs
smb market leader
sAP
Trade Promotion Management
CGT’s readers rank the top 10 technology companies that provide a solution for trade
promotion effectiveness, including trade promo-tion management (tPM), price management, trade promotion optimization (tPo), etc.
TPM and TPO continue to be hot topics among sales and marketing executives in consumer goods. But despite the attention it gets, true TPO use cases are sparse. Dale Hagemeyer, managing vice president, In-dustries Research, Manufactur-ing, Gartner Inc., tells us why.
Can you comment on the sur-vey results in this category?Hagemeyer: The list looks like “the usual suspects” and is pretty complete based on what we see primarily in the U.S. market. The enterprise players and suites seem to float to the top, but even so, the top five include three TPM/TPO and retail suites followed by one TPM provider and one pure-play TPO provider. The fact that the TPM/TPO players are smattered across the list says that consumer goods companies are still pursuing TPM.
How would you characterize TPm busi-ness process maturity? Hagemeyer: Slow and steady, which is typical of this industry. Most important though is that consumer goods compa-nies are moving beyond transactional TPM and becoming more analytical in processes, like post-event analysis. That said, integrating the data necessary to do all the analysis is a challenge. Also change management — not everybody is vested in having better control.
How would you describe TPm and TPO investment activity? Hagemeyer: [TPM] is still a hot topic because of how much money is involved in the critical promotion process. We are see-ing, however, that companies
inquiring about TPM also want a pathway to TPO. TPO solution selections are ongo-ing, but we are not in major roll out mode yet. Every indicator is that they drive sig-nificant value. However, because they involve predictive modeling based on lots of clean data, they are not easy projects. Still, considering what’s at stake, they are definitely worth it.
cAtegorY customer eXPerIence:
3.40
t o P 1 0 P r o v i D e r s
sap www.sap.com
oracle www.oracle.com
accenture cas www.accenture.com/cas
tradeinsight (aFs technologies) www.afsi.com
ibm www.revolutionarydecisions.com
adesso solutions www.adessosolutions.com
Jda software Group www.jda.com
Wipro promax analytics solutions www.wipro.com/WiproPromax/
Flintfox www.flintfox.com
aFs technologies www.afsi.com
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