RG2M: Why 25 Years of Revenue Growth Management Means Nothing If It Never Reaches the Shelf

RG2M: Why 25 Years of Revenue Growth Management Means Nothing If It Never Reaches the Shelf

Every consumer goods company knows Revenue Growth Management. It has been refined for a quarter of a century, from the early consulting playbooks through the digital transformation era to today’s wave of AI. And yet the results tell an uncomfortable story. Bain reports that half of all RGM capability goes unused. Eighty percent of CPG CEOs say they are dissatisfied with the return on their RGM investment.

Reference: The RGM Execution Gap

The problem is not the plan. It is the gap between the plan and the shelf

The appetite for this conversation was clear. Our latest webinar drew participants from more than 60 countries across six continents, spanning many of the largest FMCG companies in the world, and the questions came thick and fast throughout. Aforza CEO and co-founder Dominic Dinardo opened by putting his finger on the challenge that every one of those commercial leaders recognises. The clever people at headquarters build brilliant plans, but nobody can be sure those plans reach the shelf, the chiller, the back bar, or the restaurant menu. That chasm between decision and execution is where growth quietly leaks away.

This is the thinking behind RG2M, Revenue Growth to Market. It does not throw RGM in the bin. It evolves it. Twenty five years were spent perfecting the plan; the missing “2M” is taking that plan to market and proving it landed. As Dom put it, if the plan does not reach the market, why are we doing it at all?

Watch the Full Revenue Growth to Market Webinar

Couldn’t join live? Watch the full RG2M webinar below. Dominic Dinardo makes the case for evolving RGM into Revenue Growth to Market, and Callum Fitzpatrick shows it in action with a connected demo from product launch to field execution, guided by Ava. Around 50 minutes, well worth the watch.

The numbers behind the story

Aforza now supports guided execution somewhere on the planet every three seconds across more than 65 countries. Customers including Edrington, AG Barr, L’Oreal, Lee Kum Kee, Suntory Global Spirits, and LEGO have seen results such as a 48 percent uplift in sales revenue, a 50 percent lift in field productivity, and 96 percent store order accuracy.

Your next step

Few companies start from a blank page, and the questions from across our global audience made that plain. That is why we now run automated maturity assessments of your existing environment, including legacy Salesforce and CG Cloud estates, and build a phased path to an RG2M model. Request your RG2M maturity assessment, or watch Hernán from Alicorp explain the journey in his POI session.