The numbers are astounding. Studies show annual trade spending approaches 20% of sales for many consumer product companies, while about two-thirds of these companies have no real-time, integrated system in place for trade promotion planning and evaluation.

Watch the Webcast

Watch this Webcast to get a current industry update on trade promotion management (TPM) and to learn how SAP's TPM software empowers organizations to optimally manage trade funds, understand the effectiveness of trade activities, and accurately manage all payments and deductions.

In this Webcast, you'll:

• Learn about the dynamics driving trade promotion in today's fragmented marketplace and why effective TPM matters like never before
• Discover how the SAP Trade Promotion Management application provides essential capabilities for vital metric insight into trade promotion performance
• Hear from a leading analyst, an expert industry representative, and two SAP customers at different milestones on their TPM journey. All will discuss how to gain the best ROI from trade promotion dollars.

Topics

Trade Promotion Challenges


Research Director, AMR Research, Inc.

Rob Bois is a research director in AMR Research’s customer management practice, which studies business processes and software related to sales, service, and support functions. Rob is specifically responsible for researching, analyzing, and writing about channel management, sales tools, and sales configuration. He works with clients across multiple industries, including consumer products, discrete and process manufacturing, high-tech, chemicals, pharmaceuticals, and automotive. Prior to joining AMR, he worked as a developer and project manager for several different enterprise software suites at Computer Associates.

Rob received his B.A. in Computer Science from Gettysburg College. Rob Bois, Research Director at AMR Research, and
Managing Director, TPMA

Michael's responsibilities include the strategy and development of all programs, services, and member benefits. He is an industry veteran with twenty years of accomplishments in channel promotions, brands, supply chain, and marketing services ranging from technology in trade promotion and marketing systems to leadership in some of the largest promotional firms such as NSI, Inc. and CoAMS.

Michael is a member of the GS1 Trading Partner Performance Management Council. He holds a bachelors degree from WCSU, and an MBA with highest honors from St. Thomas Aquinas College.

The Trade Promotion Management Associates (TPMA), is an association for professionals and organizations involved with trade promotion. Mike Kantor, Managing Director of the Trade Promotion Management Association, engage in a lively discussion of trade promotion trends and imperatives. A.C. Nielsen reports that manufacturers estimate 30 percent of trade promotion dollars go straight to a retailer's bottom line. Rob and Mike explore the absolute necessity of gaining visibility and control over this "real money" in order to identify and redirect these funds toward core business objectives.

Integrating Trade Promotion Management at Wrigley


Director, Global Sales Technology (GST), Wm Wrigley Jr. & Co.

Theresa and her team work extensively with key sales leaders and IT to define sales technology strategies and deliver solutions to the sales organization. Theresa has had in-depth exposure to SAP technologies – Portal, BI, SEM CRM/TPM as well as extensive experience in Change Management and Training. Theresa was a key member of Wrigley team who defined and implemented customer business planning (including Trade Promotion Management) for North America. These capabilities are being implemented in key European geographies beginning later this year.

Founded in 1891, today, Wrigley gum and candy brands are sold in over 180 countries and its portfolio of products includes dozens of innovative brands that provide consumers with a variety of benefits, including breath freshening, tooth whitening and vitamin delivery. Theresa Hosford, Director of Global Sales Technology at Wrigley, discusses the vast and varied benefits of her company's long-term commitment to effective TPM through SAP's Trade Promotion Management application. Theresa explains how SAP's integrated approach to customer relationship management that links TPM foundationally to all other sales and marketing functions. This method reflects and reinforces Wrigley's legacy brand, "The Spirit of Innovation."

Investing in Trade Promotion Management at THQ


Sr. SAP Analyst, THQ Inc.

Presently a Senior CRM Business Analyst for THQ Inc., Kunle served as the IT Project Manger and in-house Functional Consultant for THQ’s successful TPM Implementation. Kunle Abidoye has had in-depth exposure to a number of SAP Applications (Sales and Distribution, Logistic Execution, CRM Internet Sales, CRM Middleware and Trade Promotion Management) and Industry verticals such as High Tech/Media, Pharmaceutical, CPG and Telecommunications. Kunle Abidoye is an alumnus of University of Lagos and Philadelphia’s Drexel University, Lebow School of Business with a B.Sc. in Economics, and an MBA respectively.

THQ Inc. is a leading independent developer and publisher of interactive entertainment software worldwide. Based in Los Angeles County, California, the company develops and publishes content for all viable gaming platforms. Kunle Abidoye, Senior SAP Analyst at THQ, discusses his company's desire to competitively differentiate itself through effective TPM. As a developer and publisher of content for well-known video-gaming platforms, THQ is aiming to grow revenues as well as reduce expenses with its recently implemented SAP Trade Promotion Management application. Already, the company reports anecdotal results from sales managers in the field, who praise the application's functionality and usability.