Written by Wendell Simmons
For decades, consumer packaged goods brands (CPG) have leveraged Customer Relationship Management (CRM) solutions to engage with retail trade customers and the end-consumers like you and me. It's not always been an obvious fit; most CRM systems are designed for the hunter-gatherer sales model with a leads-opportunities-orders workflow. CPG brands are more aligned with the farming sales model built around the Trade Promotion Management (TPM) workflow model. Best-of-breed TPM solution vendors emerged to address the TPM process with stand-alone systems. Brand account teams ended up using several separate systems to manage their retailer and consumer relationships.