Making RGM an Holistic Approach
Embedding RGM across Marketing, Finance and Sales
In this years study more CPG's (59.7%) see themselves as ahead of competition, or about the same as competitors (31%), in the deployment of RGM practices compared to previous years' studies.
In 2022, 55% saw themselves as ahead of competition, and 31% about the same as competitors. In 2021 it was only 40.9% who saw themselves as ahead of competition, however 41% saw themselves as about the same. The biggest progress therefore being from those who saw themselves as the same as competition, to being ahead of competition between 2021 and 2022.
Most FMCGs either have large RGM teams with +100 employees, or are still in the process of building their RGM practice and have between 0-20 RGM practioners in place. The larger the organisation, the larger the teams being put in place.
As FMCG's ramp up their RGM practices, the function remains embedded across finance, sales and marketing departments, and more recently also in IT.
They employ a host of different digitalisation options to cover their needs across key levers. The most used tools are BI systems and internally-developed RGM analytics applications.
We are ahead of competition
We are about the same as competition
I would say we are behind competition
As in previous years, the majority of companies still run either a global or a combination of global and local RGM teams, however there are a growing number relying on existing but unstructured RGM teams.
However, 51% do believe having a dedicated internal RGM team to deploy RGM practices across countries and divisions is the best way to gain competitive advantage, while the other 49% believe leveraging dedicated systems to generate RGM insights for the organisation is the best way to provide them with a competitive advantage.
In terms of investment priorities, 38% agree that an end-to-end integrated RGM and TPM process across geographies, powered by AI-driven analytics is a priority investment in the next 12-18 months.
The aim being to deploy RGM practices by leveraging systems to generate insights and integrate these insights across the trade management process.
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