POI PULSE AUGUST 24, 2020

Access the POI 2020 TPx Vendor Panorama Today!
The Promotion Optimization Institute (POI), the leading resource for trade marketing and merchandising executives, released its 2020 POI TPx Vendor Panorama,
“Even in the face of COVID-19 and the consumer products industry paradigm shift that is taking place, Trade Promotion and Revenue Growth Management is more relevant today than ever before,” said Pam Brown, Chief Commercial Officer of the POI. “COVID has dramatically accelerated the move to eCommerce and the majority of CPG companies are struggling with online trade promotion. While much work needs to be done, many POI members and the vendors are rising to the challenge”.
The time is now. POI is a firm believer that with the CPG paradigm shift taking place and COVID-19 implications, the strengths, analytical expertise, and partnerships between retailers and manufacturers need to be fully optimized to seize opportunities, while stemming the negative impact of the industry change. There will always be winners and losers as paradigms shift. What is known is that winners will be the ones who lay new strategy, partner, and think differently. They will be the ones who have the courage to try something different. Reaction is not a strategy. As with any challenge there is opportunity. As leaders, we need to proactively lean into the change required. This document is designed to highlight the technology and related service options that can help to improve promotional outcomes and help your organization drive efficiency. In short, it is a guide to help consumer goods (CG) manufacturers as they seek to acquire, upgrade, or geographically expand their TPx and enterprise planning capabilities. Trade Promotion (or TPx, which is inclusive of trade promotion management, trade promotion optimization, trade promotion effectiveness, and trade promotion analytics) is more relevant today than ever before. As the industry evolves with COVID-19, eCommerce, click & collect, DTC, etc., brick & mortar experiences are still valued by the consumer, and organizations need to have the visibility, robust insights, and ability to balance the portfolio, costs, and entire ecosystem.
Scope of this Analysis
This document builds upon research in the POI Retail Execution Vendor Panorama. The two are companion documents. The Retail Execution Panorama evaluates the in-store component of the promotion cycle, while this TPx Vendor Panorama focuses on enterprise & sales planning capabilities, RGM, as well as trade management efforts that involve the retailer at the HQ level. Both reports are part of ongoing leadership efforts by the Promotion Optimization Institute designed to help its members improve their ability to manage trade promotions through the use of enabling technology, and thus improve the entire value chain, enhance trading partner relationships, and drive profitable growth. In this document we evaluate the TPx market and some of the vendors that enable this key set of capabilities. We will continue to perform the State of the Industry analysis each year to track changes over time.
The POI analyzed 21 vendors across 15 functional areas (including AI, Data, and Advanced Analytics) that are helping retailers and consumer goods executives manage trade promotions effectively. The 2020 POI Trade Promotion best-in-class (by functional area) vendors  include: Accenture, Acumen, Blacksmith Applications, Cornerstone Capabilities, Data Ventures, Deloitte, Eversight, Exceedra, Kantar, Periscope by McKinsey, PwC Strategy&, SAP,TABS Analytics, UpClear,  Visualfabriq, and Wipro.
Key Strategic Insights from the POI TPx Vendor Panorama are included in the report 
Join POI as a member (see detailed values here https://bit.ly/POImembershipValues) to have access to the full report. POI has a fall membership drive and special offer (Over $5K value) Reach out to Joanie Hampton-Malin jhampto@p-o-i.org for more information and to register your organization. Individual and team memberships are available.