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Exceedra Byte: What is Revenue Growth Management?


On this week’s episode of Exceedra Byte, our host Brian Kolubinskyj breaks down the Revenue Growth Management (RGM) concept.

The idea of RGM is the breaking down of traditional siloed teams that support the 4 Ps within your organization – Product, Price, Place, and Promotion.  These teams can include Category Management, Trade, Finance, Marketing, and Sales, all working separately.

Taking all these separate teams with their individualized goals and realigning them under one RGM umbrella allows you to realign their focus and their resources to one unified goal.

Brian shares the concept of RGM reminds him of a quote by Harry S. Truman, the 33rd President of the United States: “It’s amazing what can be accomplished when you do not care who gets the credit.”

The idea of taking everyone’s individualized goals away and reunifying them to have a different level of focus and problem solving at an organizational level allows them to make changes and decisions at any level throughout the organization through a unified lens of RGM.

Just as a Trade Promotion Management (TPM) system does not change the data that you have, an RGM team does not replace the resources or teams that you currently have, rather it aligns them with an understanding that the whole is greater than the sum of all its parts.

What is RGM

Stay tuned for our episode next week when we will explore some real-world experiences with RGM. Brian will be joined by a guest co-host who is going to walk us through some of his experiences in implementing a RGM team in one of the world’s largest snack manufacturers.

If you would like to learn more about RGM and how it can help your organization drive better visibility, control, decision making and collaboration across the entire cross-functional teams, download a free copy of our white paper: “How Can Consumer Goods Organizations Develop Best In Class Revenue Management Capability”.

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Exceedra Byte is a weekly vlog series where we take complex trade and revenue growth management topics and break them down into byte-sized pieces. Stay tuned every Thursday for new episodes.

Watch the last episode of Exceedra Byte – Six Steps to Building a Successful Business Case


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