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How to improve global marketing decisions

How to improve global marketing decisions

New analysis from research and solutions company SymphonyIRI Group highlights the continued challenge for consumer packaged goods (CPG) organisations to achieve complete global management of their organisations.

Its new report ‘Improving Global Sales and Marketing Decisions’ identifies four levels of decision making maturity for CPG organisations –  local operating model, decentralised operating model, centralised operating model and globally advantaged model.

This analysis shows that many CPG organisations are moving rapidly towards a global organisational model; however their decision making solutions and processes are not developing at the same pace.

As a result, they are unable to leverage local data to gain global perspective and have no clear understanding of what is happening elsewhere in their organisations.  The report aims to provide a guide to sales, marketing and business decision makers in CPG organisations on addressing this challenge.

The challenges of rapid new product introductions, increasing promotional activity, strong regional variations, high demand variability and a poor economic climate make it difficult for both retailers and manufacturers to move to a greater level of globalisation without losing local customer centricity.

The Decision Making Maturity Curve has been developed by SymphonyIRI to help CPG organisations understand exactly where on the maturity curve they currently are in terms of their capability to support global sales and marketing decision making. It aligns with key business process and goals and sets key milestones to help the organisation move to the next level.

“The fiercely competitive nature of the CPG industry means that growth for multinational CPG organisations only comes from restructuring their business to operate on a more consolidated global basis” explains Andrew Mitchell, International Sales Director for Symphony Advantage at SymphonyIRI Group.

“Global business strategies enable faster and more effective decision making which in turn brings competitive advantage.  We’ve established this framework to guide organisations through the potentially daunting task of creating a business case for a global sales and marketing insights platform, and therefore enable them to gain competitive advantage through faster, more consistent and better informed decisions.”

SymphonyIRI’s maturity model and global insights platform will help CPG organisations escape the silos they are trapped in and provide clear understanding of what is happening elsewhere in their organisation. They will be able to develop brand, sales and marketing strategies at a global level that will enable the business to:

•    Create market performance management processes
•    Understand global brand health and the impact of brand decisions
•    Understand regional market dynamics and consumer trends
•    Provide timely, actionable insights across every level of their business

SymphonyIRI’s report ‘Improving Global Sales and Marketing Decisions’provides recommendations for the critical planning state of a global data strategy.

 It examines the business processes, challenges and decisions that are supported by the systematic use of local marketing information on a regional or global basis. The report also includes information on how to meet this need by using The SymphonyIRI Maturity Curve Model.

Download the paper via the  ‘View Attachment’ button below.

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