Revenue Management: Rethinking the Digital Transformation

Summary Charts:

Trade Promotion Barriers 2017 infographicReport Details: The research for this report was conducted via an online survey from August 7, 2017 – September 14, 2017. Surveys were conducted among a mix of business users (manufacturers and wholesalers/distributors/co-operatives, n=55) and vendors (software providers, consultants, and analysts, n=64). This analysis focuses on a comparison of these two groups. All respondents were at least familiar with revenue management, trade promotion management, and/or price management.

Objective: To understand the current future states of revenue and trade promotion management and how shifts in the consumer value chain train practices are affecting go-to-market strategies.

Highlight: Technologists/consultants and business users are not aligned. Each group sees the problem and the usage of the technology differently. While the business user is satisfied with their current solutions, the technology provider and the ecosystem of consultants believe that there are gaps.

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