- TM
Build your competitive edge.
Turn strategy into sell-out, align how you plan, manage and execute your categories, channels and customers.
- TM
Build your competitive edge.
Transformation defines the system. Capability sustains performance.
- Where the money is won
Brand builds the intention.
Trade Marketing wins the purchase.
Brand Marketing
creates the demand
Trade Marketing
converts it at the shelf
Sales
delivers the volume
The discipline that turns marketing spend into sell-out, at the shelf, where 76% of purchase decisions are made.
- Does this sound like your business?
You have the strategy. The edge in execution is missing.
Trade spend running at 20–40% of revenue, with no clear line to the return it delivers.
Strong initiatives that don't translate into category share once they hit the market.
A visible gap between what you plan and what actually gets executed at the customer.
Doing the same as every other company in the category, with no real point of difference.
20–40%
of gross revenue goes to trade spend, the second-largest line on the P&L after cost of goods. Stacked on top of your COGS, it puts direct pressure on profitability.
60–70%
of trade promotions fail to break even, they are pure repeats that ignore the shopper and simply prop up sales.
- The competitive edge
Four things you can buy. One you must build.
Infrastructure
warehouses, fleet, cold chain
Sales force
teams, coverage, reach
The Edge
Capability
trade marketing
Growth
channels, SKUs, targets
Systems
CRM, ERP, reporting
Competitors can match the other four by spending. Trade marketing capability is not sales support, it is a discipline, and it has to be built.
- How we work with you
Two moves. From diagnosis to capability.
We don’t start with a course. We start by understanding where your commercial engine leaks , then we design it back into shape and build the capability to run it.
01
Trade Marketing Transformation
A complete analytical deep-dive across your Categories, Channels, Customers, and Shoppers, aligning each into clear priorities and opportunities, and resolving them into one coherent set of trade marketing activities. Most importantly, we build the engagement between Sales and Trade Marketing, and find the disconnects before we fix anything.
02
Trade Marketing Capability Development
We align the structural inefficiencies to a solid trade marketing capability design, covering your organisation structure, go-to-market model and 27 further focus areas, so that planning and execution finally fall into sync.
- The return
Capability pays back.
▲ 2.4x
value captured and sustained
McKinsey
▲ 2–5 pts
gross-margin gain from revenue growth management
McKinsey
▲ 10%
revenue growth over peers
Bain & Company
- Better margins. Trade investment that works harder, with less waste.
- Plans that land. Execution that is structured, focused and measurable.
- A real career path for Trade Marketing as a discipline, an enabler, not an afterthought.
- What the leading houses say
The biggest names in strategy point to the same place.
- Then build the capability
Ready to embed it? The Mini MBA in Trade Marketing.
27 courses across five levels. Structured programmes report a near 100% skills-transformation success rate, against 40% for one-off training.
The question is no longer whether this capability is needed. It is whether you build it deliberately, or keep paying for it indirectly.
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