The Hidden P&L Cost of Cheap Field Execution

Field execution isn’t a cost to be minimised. It’s a revenue capability to be invested in. The businesses that treat it as the former tend to find out what it was worth when they no longer have it. Most FMCG businesses have been here in the last few years. Cost pressure hits, field execution is […]

PepsiCo: Supporting sales growth in must-win regions

How a hybrid model freed PepsiCo reps to sell more and drive growth nationwide.

The keys to planning a successful Black Friday sales campaign

Black Friday has become Australia’s most significant retail sales event, and the brands that treat it as a strategic campaign rather than a discount exercise consistently outperform those that simply mark down and hope for the best. In the space of a few years, Black Friday has grown from a largely American phenomenon into the […]

POP: an untapped gold mine

Shop! ANZ General Manager Carla Bridge, and CROSSMARK CEO Andy Kirk agree that use of technology and point-of-sale marketing techniques can notably increase sales. Ms Bridge especially emphasises the importance of ‘less stock, more story’ and keeping the end goal in mind. The consensus is that point-of-purchase (POP) or point-of-sale material (POS/POSM) constitutes a specialised […]