Trade promotion management services and consulting
Why trade promotion management is now the engine of revenue growth
Trade promotion management is now the largest line of investment for consumer packaged goods (CPG) enterprises after cost of goods sold, representing roughly 20% of revenue and over $500 billion in global spend. With trade spend at this scale, trade promotion management has moved from a back-office function to the primary engine of revenue growth, with the effectiveness of every promotional dollar directly shaping market share, retailer relationships, and profitability.
Infosys BPM trade promotion management services support 9 of the top 15 global retailers and the top 10 global CPG organisations, helping enterprises close the gaps that erode trade promotion ROI, including fragmented data, unclear ownership, and inconsistent measurement. We deliver managed services, consulting, technology implementation, and advanced analytics, supported by proprietary transformation programs and alliance experience across leading TPM platforms.
Our trade promotion management services convert promotional spend into measurable revenue growth through standardized planning, predictive analytics, and continuous optimization across the full TPM and trade promotion optimization (TPO) lifecycle.
Trade promotion management market trends
CPG enterprises face five compounding pressures on their trade promotion management operations:
Slipping promotion ROI
Around 40% of promotions are losing money
Capability gaps
67% of CPG organisations have trouble getting to an integrated, cohesive set of trade management capabilities
Eroding product availability
15% of promotions become personalised, creating retail-shelf availability gaps
Reduced margins
SG&A costs above 15-20%, with best-in-class CPG enterprises at 8-10% of sales
Promotion inefficiency
3 out of 5 promotions fail to deliver projected return on investment
Why to choose Infosys BPM for trade promotions management services?
Our trade promotion management services deliver cutting-edge practices, solutions, and frameworks to transform processes, which are digitally enabled, integrated by industry, augmented with analytics and automation, and delivered with increased agility and greater speed. While the notion of running successful trade promotion management operations is simple enough, its implementation is anything but simpler. Infosys BPM has been instrumental in helping its consumer goods clients identify and achieve the objectives of an ideal TPM operating model, which focuses on:
- Cultivating an end-to-end view of trade promotion management
- Measuring the performance of promotions accurately and timely
- Accelerating trade promotion management by having the right consultant partner
Further, we deliver several comprehensive services to our TPM clients, such as Business Process Consulting/Advisory Services, Managed Trade Promotions Services, Technology Consulting and Implementation Services, and Analytics Advisory and Data Consulting.
- A domain-led consultative approach to define a target operating model for trade promotion management.
- A unique approach to designing TPM solutions based on project objectives, metrics, and best practices to help define, achieve, and communicate measurable business value for consumer goods organizations.
- A trade promotions management repository of tried-and-tested tools and functionalities such as Detailed Process Taxonomy, TPM Value Diagram, and TPM Persona Repository, to name few
- A practice comprising of experienced consultants and subject matter experts (SMEs) who have partnered with multiple clients in their business transformation journey and built customised solutions to address crucial concerns specific to trade promotion management
- A world-class global delivery model with increased focus on all three levers of process efficiencies, promotion effectiveness, and customer experience for the internal and the external stakeholders in the consumer goods industry.
- Supports 9 out of 15 top global retailers and top 10 global CPG organisations
- Industry best practices built over several years of supporting top global retail and CPG organisations
- A benchmarking repository of industry best-in-class key metrics in the trade promotions management processes
- Proven in-house programs such as Be-The-Navigator (BTN) and Zero Distance, as well as design thinking, to drive transformation, ensure stable service delivery, and strive for continuous improvement in trade promotion management.
- Advisory:
- A comprehensive diagnostic and process framework with functional key performance indicators (KPIs) and benchmarks and best practices in automation for trade promotion management.
- A ready-to-use IT roadmap and technology evaluation template to measure the maturity of the various technologies connecting the TPM business processes
- Improved usability of sales, services, and marketing applications
- Alliance partnership and rich implementation experience in technology platforms with some of the leading TPM solutions in the market such as Kantar, SFDC, and MS Dynamics, to name few
- Creating an Enterprise Data Bus to integrate trade promotions master, execution, and other data sources, as well as enable actionable insights for informed decision-making
- Leveraging advanced analytics capabilities such as statistical models and models powered by machine learning (ML) to identify trade promotions optimisation opportunities, reduce disputes, improve payments on time, and so on
- Role-based dashboards to help clients with a real-time view of KPIs, processes, and transaction status
Insights on trade promotion management
Key business benefits
Infosys BPM Trade Promotions Management practice delivers several benefits for the clients. Some of the key value delivery include:
Improved efficiency
- Comprehensive trade promotions planning and execution
- Increased trade spend efficiency
- Reduced cost of TPM function
- Increased requests for straight pass-through (percentage of automated transactions)
Enhanced customer experience
- Increased satisfaction among key account manager (KAMs) with more customer-facing time
- Improved customer satisfaction with accurate and timely payments
Increased effectiveness
- Improved revenue and profitability
- Reduced out-of-stock (OOS) instances
- Improved forecast and trade liability estimate accuracy
- Increased promotions handling time (creation to settlement)
- Optimisation of fund allocations and promotions calendar
- Better prediction regarding the net effect of promotions (volume and revenue)
Why focus on TPM&O?
Drive higher ROI
Challenges and solutions - trade promotion management
Trade promotion management is the discipline of planning, executing, measuring, and optimizing the promotional spend that CPG manufacturers deploy with their retail partners. For most CPG enterprises this is the largest line of investment after cost of goods sold, typically representing around 20 percent of revenue and over 500 billion dollars in global spend. It matters because effective trade promotion management directly drives revenue growth, shelf presence, retailer relationships, and profitability, while poorly managed trade promotions are the single biggest source of unrecovered investment in most CPG businesses.
Trade promotion management focuses on the execution side of trade spend, planning promotions, managing budgets and approvals, settling claims, and tracking compliance. Trade promotion optimization adds the intelligence layer on top, using advanced analytics and predictive modelling to forecast which promotional combinations will deliver the highest incremental ROI before they run, not after. The two work together: TPM ensures promotions are executed cleanly; TPO ensures they are designed to win. Infosys BPM delivers both as integrated services, helping CPG enterprises move from reactive promotional execution to predictive, ROI-driven trade investment.
Outsourcing trade promotion management improves trade spend ROI by combining four things internal teams rarely have in one place: deep CPG domain expertise, proven process frameworks, advanced analytics capability, and the operational capacity to run promotional workflows at scale. Infosys BPM supports 9 of the top 15 global retailers and the top 10 global CPG organisations through its trade promotion management services, applying standardized planning, execution, and settlement workflows, AI-led automation, and continuous analytical feedback. The result is faster decision cycles, lower cost-to-serve on promotional operations, and measurable improvement in incremental revenue per promotional dollar.
CPG enterprises typically engage a trade promotion management consulting partner when internal teams cannot measure promotional ROI reliably, when trade spend is growing faster than incremental revenue, when fragmented data and unclear ownership are blocking decision-making, or when a new TPM or TPO platform implementation requires the operating-model design and change management that platform vendors do not provide. Infosys BPM trade promotion management consulting brings a domain-led, frameworks-based approach to defining the target operating model, mapping process taxonomy, and aligning teams around a unified trade promotion management capability that delivers measurable business outcomes.
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