The Best Trade Promotion Management (TPM) Software for Consumer Goods Companies

The Best Trade Promotion Management (TPM) Software for Consumer Goods Companies

Trade Promotion Management (TPM) remains one of the most complex, costly and strategically vital processes in the consumer goods industry. With up to 20% of revenue reinvested into promotions, getting them right is critical to both profit and partnership health. Yet despite decades of technology investment, many systems still fail to deliver the speed, accuracy and insight commercial teams need to optimise performance.

Recent research shows why. According to the Salesforce State of Sales Report, Key Account Managers lose 66% of their day to manual admin, time that should be spent selling and collaborating with retailers. NielsenIQ’s Promotion Landscape reports that 60% of promotions fail to break even, while the POI State of the Industry Report found that 21% of promotions aren’t effective due to compliance issues.

The result: wasted spend, missed opportunities and eroded trust between manufacturers and retailers.

The Challenges of Legacy TPM

Legacy TPM tools were built to record promotions, not optimise them. Manual data entry, spreadsheet-heavy workflows and disconnected analytics have left many teams operating reactively: measuring results only after campaigns have finished. With limited automation and fragmented integration into finance, trade and retail execution systems, these older solutions often increase administrative overhead rather than reduce it.

In this environment, commercial teams spend more time explaining variances than driving incremental growth. The inability to connect planning, execution and post-event analysis also means brands struggle to close the loop on promotion effectiveness and retailer performance.

What’s Needed To Win

The next generation of TPM solutions addresses these challenges head-on. To compete effectively, consumer goods companies now require:

This evolution represents more than a technology upgrade. It marks a shift from tracking promotions to driving performance: transforming trade investment from a historical reporting exercise into a proactive growth engine powered by automation, integration, and intelligent action.

The Best Trade Promotion Management Software for Consumer Goods

The following comparison highlights the leading Trade Promotion Management solutions helping Consumer Goods companies achieve these outcomes in 2025. Each vendor plays a distinct role in enabling execution excellence, from legacy providers modernising through acquisitions to new cloud-native platforms built to connect, automate and act.

1. Aforza – Connected, Vertical AI-powered Trade Promotion Management

Aforza delivers an end-to-end Trade Promotion Management platform purpose-built for the Consumer Goods industry. Its cloud-native architecture unites head-office planning, in-store execution and post-event analysis in a single connected environment. By linking every stage of the promotion lifecycle, Aforza enables organisations to plan faster, reduce administrative effort and align trade spend directly with measurable outcomes.

The Aforza solution leverages real-time connectivity across sales, finance and supply chain functions to provide a complete view of promotional performance. Integrated trade and financial planning allow teams to track accruals, manage deductions, process claims and link promotion results to retail execution data, ensuring decisions are based on accurate, current information. This unified approach bridges the traditional divide between planning and field delivery, improving visibility, accuracy and forecast reliability across global markets.

Powered by Ava, Aforza’s Vertical AI, the platform moves beyond traditional analytics by turning insight into action. Ava interprets promotion performance in real time, recommends optimisation strategies and powers Ava Claims, which automates claims validation and settlement to accelerate financial recovery and reduce administrative workload. Together, these AI-driven capabilities enable commercial teams to act faster, drive higher ROI from every trade investment and maintain complete compliance with retailer agreements — transforming TPM from a reporting function into a growth engine.

2. Anaplan – Enterprise Planning & Financial Forecasting

Anaplan provides a planning platform used to link sales, finance and supply chain functions. Its model-based structure enables enterprises to simulate trade and financial outcomes across markets. For consumer goods companies, it acts as a financial backbone for trade planning rather than a dedicated TPM suite.

The system supports advanced scenario modelling and rolling forecasts through an in-memory engine that performs multi-dimensional analysis of promotion performance. This flexibility suits complex organisations but requires specialised configuration to align with trade-specific processes such as claims or in-store execution.

Anaplan’s PlanIQ capability brings predictive forecasting and data enrichment but relies on external integrations to deliver full trade promotion functionality. It fits best within enterprises prioritising financial governance and strategic planning over operational TPM execution.

3. Blueshift – Data-Driven Promotion & Campaign Analytics

Blueshift provides a marketing analytics platform used by consumer brands to improve audience targeting and promotional performance. While not a dedicated TPM solution, it supports segmentation, campaign analytics and insight generation that can complement broader commercial performance measurement.

Its Customer Data Platform consolidates behavioural data across channels, producing detailed views of consumer engagement. The predictive engine identifies high-performing segments and optimises campaigns across retail and digital touchpoints.

In consumer goods, Blueshift enhances post-event evaluation and ROI analysis when paired with TPM or RGM systems. However, its focus remains more consumer-facing than trade-specific.

4. Comarch – Multinational Software House & Systems Integrator

Comarch is a multinational software house and systems integrator delivering a broad enterprise suite covering trade management, ERP, and financial planning. Its TPM offering supports planning, budgeting, and settlement within a wider ERP ecosystem.

The solution integrates trade spend with accounting and logistics, giving organisations financial control and compliance. However, the modular architecture and ERP-first orientation mean it often requires configuration to meet consumer goods TPM needs.

Comarch’s predictive analytics enhance forecasting and performance tracking, though the system is more suited to established enterprises seeking integration rather than agile cloud-native deployment.

5. Confido – AI-Enabled Revenue Growth Management

Confido offers an AI-powered RGM platform focused on predictive insights and optimisation. Its solution aims to improve promotion planning, ROI evaluation, and pricing precision through data science and automation.

The platform uses modelling to identify high-performing promotions and measure return on trade spend. While its coverage is primarily European, Confido’s approach aligns with mid-sized consumer goods organisations seeking simple deployments.

Although newer than legacy systems, it is still evolving in breadth and global scalability, positioning it as a modern yet developing entrant in TPM analytics.

6. CPGvision by PSignite – Trade and Revenue Management for SMB

CPGvision provides a Salesforce-integrated suite designed for consumer goods companies managing trade and revenue growth. Built on Salesforce, it integrates with customer data, promotion planning and analytics.

Its advantage lies in native platform integration and CRM visibility, which simplify governance and reporting. However, the TPM capabilities operate within Salesforce’s data model constraints, meaning advanced financial and claims features often require extensions or custom development.

The solution is best suited for smaller organisations looking to connect customer insights with promotional planning while maintaining system alignment within the Salesforce ecosystem.

7. Infor (Acumen) – ERP-Based Trade Promotion & Deduction Management

Infor’s TPM capability originated from its acquisition of Acumen Commercial Insights and is now part of Infor CloudSuite. It enables trade planning, accrual tracking and deduction management within a broader ERP ecosystem.

The solution integrates TPM with order processing and financials, allowing for full-cycle visibility from plan to payment. However, the hybrid architecture and ERP heritage make it more suited to mid-tier enterprises prioritising financial control over configurability.

Infor’s Coleman AI provides advanced analytics and forecast accuracy, though TPM adoption is typically as an ERP extension rather than a standalone commercial solution.

8. Oracle – Traditional Enterprise Trade & Financial Management

Oracle delivers traditional TPM capabilities through its Fusion and E-Business platforms. The solution integrates promotion planning, accruals and settlement within financial and supply chain systems.

Its strength lies in scale and enterprise integration, enabling deep control of trade spend across markets. However, implementation complexity and a focus on ERP processes can make it less agile for fast-moving CPG organisations.

Oracle continues to embed AI-driven forecasting and analytics, but its TPM deployment remains aligned to enterprise resource management rather than industry-specific agility.

9. Salesforce Consumer Goods Cloud – Enterprise CRM and Trade Promotion Management

Salesforce Consumer Goods Cloud extends Salesforce into trade and retail execution. Originating from the acquisition of Accenture CAS, the solution is structured across multiple managed packages for REX and TPM, each with separate data models and configurations.

The platform integrates with Salesforce’s CRM, Marketing and Analytics Clouds, enabling commercial teams to connect customer engagement with trade planning. However, its architecture reflects its legacy origins, making integration and maintenance more complex than cloud-native alternatives.

It remains a strong choice for enterprises with an established Salesforce strategy but may not match the speed or flexibility of newer AI-enabled platforms purpose-built for CPG.

10. SAP – ERP-Centric Trade and Commercial Management

SAP offers a mature trade management solution embedded within its ERP ecosystem. It supports promotion planning, accrual tracking and deduction settlement, tightly connected to finance and logistics.

The solution’s strength lies in integration and process governance, but its ERP-centric nature can limit agility for fast-changing promotional cycles. Many implementations require custom extensions or partner tools to bridge functionality across TPM, REX and RGM.

SAP remains a standard among large enterprises prioritising compliance and control, but it lacks the flexibility and automation of newer cloud-native applications.

11. TELUS Consumer Goods – Acquired Trade & Revenue Management Portfolio

TELUS Consumer Goods delivers TPM and RGM capabilities built through multiple acquisitions. Its portfolio combines technologies from AFS, Exceedra, TABS Analytics and others, providing a broad but complex solution set.

The platform supports planning, execution and post-event analysis, offering strong analytical capabilities through its heritage companies. However, the varied origins of the acquired systems mean integration and user experience can differ across modules.

TELUS continues to invest in unifying these solutions under a common cloud framework, positioning itself as a comprehensive provider for global consumer goods companies seeking breadth across trade and revenue functions.

12. UpClear – Cloud-Based Trade Promotion & Revenue Management for SMB

UpClear provides a SaaS-based TPM and RGM platform designed for smaller consumer goods companies. Its ClearView platform supports promotion planning, accrual tracking and settlement with multi-market configurability.

The solution integrates financial and sales data to improve forecasting and trade investment visibility. It is often chosen by small-to-mid brands seeking flexibility without the heavy footprint of traditional ERP extensions.

UpClear’s strength lies in usability and implementation speed, though its analytics and AI capabilities are more prescriptive than fully automated.

13. Visualfabriq – Standalone Revenue Growth Management Platform

Visualfabriq provides a modular RGM platform with AI capabilities. Its TPM module focuses on predictive planning, ROI modelling and promotional optimisation.

The platform connects commercial planning with forecasting and scenario simulation, allowing users to evaluate trade investment outcomes. Its AI engine automates baseline and uplift calculations to improve accuracy.

Visualfabriq is designed for enterprise-scale deployment and often requires specialist data setup and governance to maximise automation benefits. It is also better suited as a standalone deployment as it lacks mature APIs for enterprise-level integration.

14. Vistex – SAP-Centric Trade & Channel Management

Visualfabriq provides a modular RGM platform with AI capabilities. Its TPM module focuses on predictive planning, ROI modelling and promotional optimisation.

The platform connects commercial planning with forecasting and scenario simulation, allowing users to evaluate trade investment outcomes. Its AI engine automates baseline and uplift calculations to improve accuracy.

Visualfabriq is designed for enterprise-scale deployment and often requires specialist data setup and governance to maximise automation benefits. It is also better suited as a standalone deployment as it lacks mature APIs for enterprise-level integration.

15. Vividly – TPM for Mid-Market Brands (formerly Crisp TPM)

Vividly (formerly Crisp TPM) provides a cloud-based TPM platform targeted at emerging and mid-sized consumer goods brands. It simplifies trade planning, deduction tracking and post-event analysis with a focus on usability.

The system helps growing brands gain better visibility of trade spend without requiring complex enterprise infrastructure.

While less comprehensive than large-scale platforms, its agility and user-friendly design make it accessible to smaller teams managing rapid growth and evolving trade relationships.

16. XTEL – Trade Promotion Management & RGM with StepUp

XTEL provides TPM and RGM tools designed for consumer goods companies. Following its acquisition of StepUp, an RGM provider, XTEL has broadened its portfolio but the modules operate independently rather than as a fully unified suite.

The solution offers solid planning and analytics functionality, though integration between promotion, RGM and retail execution still depends on configuration and data alignment.

XTEL’s strength lies in its domain experience and European presence, positioning it as a capable but traditionally structured vendor evolving toward a connected, cloud-based model.

Conclusion: The Future of Trade Promotion Management

The trade promotion landscape is entering a new era. What began as a discipline for tracking spend and reconciling claims has become a strategic driver of profitability and partnership alignment across the consumer goods value chain. As competition intensifies and margins tighten, TPM is no longer just about managing budgets: it is about maximising every trade dollar invested.

The current generation of vendors reflects two clear trajectories. Established ERP-led platforms continue to serve large, process-heavy enterprises with a focus on compliance, governance and financial integration. In parallel, a new generation of cloud-native TPM solutions has emerged, designed for speed, automation and collaboration. These platforms connect promotion planning with forecasting, execution and post-event analysis, enabling teams to adjust plans dynamically and optimise spend in real time.

The next evolution is being shaped by Vertical AI, where pre-trained, industry-specific agents take TPM beyond reporting and into action. By interpreting data across trade, retail execution and finance, AI can now recommend, and increasingly execute, promotion adjustments, reforecasts and claim resolutions. This shift from reactive analysis to proactive decisioning is transforming how commercial teams work, empowering Key Account Managers, finance leaders and trade planners to focus on growth instead of administration.

In this new landscape, the winners will be those who embrace guided automation, integrated planning and AI-powered optimisation to close the loop between promotion strategy, in-store performance and financial results.