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Route to Market & Supply Chain Blog

Mastering FMCG Route to Market Execution: 3 Critical Success factors & 1 Top Tip

Posted by Michael Thompson on Thu, May 16, 2024

In my last post and article about Mastering FMCG Route to Market Execution, I wrote about the 3 Steps needed to deliver Global and Regional RtM Programmes.

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As a reminder these steps were:

  1. 𝐑𝐭𝐌 𝐏𝐥𝐚𝐲𝐛𝐨𝐨𝐤 development to align the RtM approach across multiple markets.
  2. 𝐓𝐫𝐚𝐢𝐧𝐢𝐧𝐠 of Market RtM Leads.
  3. 𝐈𝐧-𝐌𝐚𝐫𝐤𝐞𝐭 𝐄𝐱𝐞𝐜𝐮𝐭𝐢𝐨𝐧 led by the RtM Leads.


These steps do not of course guarantee success.  I offer the following Critical Success Factors that will:

  1. Keep it Simple. Your RtM Playbook of, for example, Distributor Development and Cost to Serve Tools need to have straight forward methodologies and deployment tools. The test is that it can be understood in a 1-2 day Workshop by the RtM Market Leads, be presentable in overview in an hour and be summarised in a 1 slide summary.
  2. OpCo Ownership. The Markets must own their RtM Deployment Projects.  This ownership starts in Stage 1 by ensuring key Market input to develop your Playbook.
  3. Light Touch Enabling Support. In the Pilot and Rollout stages, it is important to ensure that support from Global and the Regions is on an 'as requested' basis.  The Global and Regional Role is to provide the Tools and support. The Market Role is to Execute.

And finally, here is 1 Top Tip: Consider including adoption and rollout of the new RtM Tools in senior management bonuses.



Tags: Michael Thompson, RTM, RtM Strategy

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