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  • Tool ID: 9047
  • Author: OliiR Academy

RACI Matrix for Trade Marketing

The RACI Matrix for Trade Marketing is built to give Trade Marketing and commercial leaders a structured, disciplined way to define who is Responsible, Accountable, Consulted, and Informed for every Trade Marketing decision.
$0.00
  • Tool ID: 9047
  • Author: OliiR Academy

Tool's Overview

The RACI Matrix for Trade Marketing is built to give Trade Marketing and commercial leaders a structured, disciplined way to define who is Responsible, Accountable, Consulted, and Informed for every Trade Marketing decision.

It replaces inconsistent commercial debate with a defensible, evidence-based approach that produces clear decisions, repeatable methodology, and a foundation for future learning.

What This Tool Does

This tool enables Trade Marketing and commercial leaders to:

  • Map every Trade Marketing decision against RACI roles
  • End the recurring 'whose call is this' question
  • Clarify accountability across Sales, Marketing, and Trade Marketing
  • Drive faster decision-making across the commercial function

It moves the underlying commercial conversation from opinion to evidence.

When to Use This Tool

This tool is typically used when:

  • Setting up a new Trade Marketing function
  • Resolving recurring cross-functional conflict
  • Onboarding new commercial leadership
  • Annual operating model review

Who Should Use This Tool

This tool is intended for:

  • Heads of Trade Marketing
  • Commercial Directors and General Managers
  • HR Business Partners

It is equally relevant for brand owners and distributors operating across multiple categories and channels.

How the Tool Is Structured

The tool is organised into 5 clear working sections:

  • Cover – branded front sheet
  • Terms of Use – IP and licence
  • Instructions – step-by-step guidance
  • RACI – decision-by-decision matrix
  • Reference Guide – RACI definitions

This ensures the tool is immediately usable, decision-oriented, and defensible in commercial reviews.

Positioning Note

This tool is most effective when used as part of a annual operating model review, rather than as a one-off exercise. Applied consistently, it builds a multi-year picture of performance and protects scarce commercial investment from flowing on inertia.

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  • Download in Microsoft Formats.
  • Excel, Word, PowerPoint.
  • Fully editable, ready to implement.

FAQs

Do I need special software?

No, All tools are built in Microsoft Office.

Download links are sent by email.

Yes, they are fully editable.

Proprietary to OliiR Academy – For internal use only.

  • Testimonials
Before this program, our trade marketing team was stuck in 'execution mode'—constantly firefighting and reacting to sales requests. This course gave them the structure to stop fixing gaps and start leading the category strategy. They are finally operating as the engine room of our commercial growth.
— Commercial Director, Global FMCG Manufacturer
The biggest impact has been on our internal alignment. We used to have Sales, Marketing, and Trade working in silos, often with competing priorities. The Mini-MBA created a shared language and a single commercial rhythm. Now, when we approach a retailer, we speak with one unified voice.
— VP of Sales & Marketing, Regional Distributor
Trade spend is our second biggest P&L line, yet we were spending it on instinct. This program gave my team the financial discipline to actually measure ROI. We’ve stopped the 'surprise promotions' and started building investment models that actually justify the funding.
— General Manager, Food & Beverage
Our conversations with buyers have completely changed. We moved from simply pushing SKUs to presenting data-backed category stories that defend our shelf space. The team now has the confidence to justify listings and challenge retailers with insights, not just price.
— Head of Modern Trade, Personal Care Brand
What I appreciate most is the practicality. My team didn't just learn theory; they came back with ready-to-use JBP templates and Scorecards that we implemented immediately. It brought order and predictability to our daily work routine.
— HR Director, Consumer Goods
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