Aligning Global and Local Teams in RGM: The Power of Data-Driven Strategy
For large CPG companies, aligning Revenue Growth Management (RGM) strategies across regions is a challenging yet essential task. With markets constantly shifting, balancing the global vision with local nuances requires a strategic approach to data, technology, and organizational alignment. This interview dives into the complexities of RGM deployment across markets and highlights how global leaders leverage data and technology to bridge the gap between sales, marketing, and trade promotions.
Overcoming Regional Challenges in Global RGM Strategy
In global organizations, RGM strategies often originate at a corporate level but must be tailored to meet the unique needs of each market. Arjun shared that one of the biggest challenges is securing alignment among local teams and ensuring they embrace these strategies fully. This often means adapting strategies to account for local cultural, economic, and competitive factors, and it requires that stakeholders—from brand managers to trade marketing teams—share a common vision and commitment to the RGM framework.
He emphasized the importance of setting clear KPIs that resonate with both global and local objectives. This “North Star” metric, as he described it, helps maintain focus and facilitates smoother alignment between different market teams.
Integrating IT and Data Teams for Effective Decision-Making
A significant aspect of implementing RGM across multiple markets lies in translating complex business needs into data-driven insights. Arjun discussed how crucial it is for IT and data teams to collaborate effectively, as they play key roles in gathering, analyzing, and delivering actionable insights. By breaking down silos and fostering teamwork, RGM leaders can ensure that local teams have access to the insights they need to make well-informed pricing and promotional decisions.
In the case of Reckitt, these teams work closely to translate high-level business objectives into specific data requirements. This process ensures that the RGM tool provides reliable insights that align with on-the-ground realities in various markets.
The Role of Data Accuracy and Quality in RGM Success
For data-driven RGM strategies to be effective, data accuracy and quality are paramount. Arjun shared that data from different markets can vary widely in terms of availability and quality. This variability means that RGM teams must prioritize both internal data governance and external data partnerships. With robust data governance practices in place, Reckitt is better equipped to adapt its RGM tools to deliver accurate, relevant insights even in data-scarce markets.
The goal is to empower business teams with reliable, actionable insights that support their pricing and promotional strategies, regardless of regional data limitations.
Watch the Full Interview to Learn More
The conversation with Arjun offers valuable insights into how global CPG leaders like Reckitt tackle the challenges of synchronizing RGM strategies across regions. For a deeper understanding of how data, technology, and organizational alignment drive RGM success, watch the full interview on YouTube and discover how you can apply these principles to enhance your RGM approach.
Request a demo from Wise Athena to learn how our tools can help your team optimize RGM strategies in diverse markets.
