Manufacturers can leverage and unblock the power of brands by optimizing promotional effectiveness, thereby driving revenue and profit growth simultaneously. For each $1bn of annual sales, a typical large multinational company might reasonably expect to generate a sustained $10m of annual profit improvement and $15m of annual revenue growth.
Yet most players' attempts to capture this large prize have had mixed results: Better use of data, systems re-platforming, and the introduction of promotional calculators have provided only partial solutions to this complex problem. This article is the first in a series that offers an overview of the four most common hurdles that must be cleared to transform promotional effectiveness. The forthcoming articles will demonstrate how to overcome them.