140. Most CPG brands waste 70–90% of their trade spend—and they don't even know it. If your promotions create spikes but not sustainable base sales, you're burning runway and shrinking valuation. In this keynote from the Consumer Goods Trade Promotion Management Forum, I break down how to rethink trade marketing so it fuels long-term, profitable growth instead of short-term volume.

You'll learn why most promotions fail, how to design promotions that build base sales after the deal ends, and how to use scorecards, KPIs, and better planning to eliminate waste and protect margin. I also share how owning your customer relationship gives you leverage with retailers—so you negotiate from strength, not desperation.

Listen to related episodes to go deeper into trade marketing, retail execution, and sustainable CPG growth.

Get instant access on the show webpage: RetailSolved.com/session140