Perspectives: Has the Traditional Trade Planning Process Become Obsolete?

Every year, companies spend months creating their price and promotion plans in hopes of driving better results. However, intensifying pressures from today’s increasingly competitive marketplace are causing systemic shifts in the effectiveness of the current planning process.

For many, they are finding that the best laid plans are often outdated by the time they hit the trade desk. With this, an important question emerges: Has the traditional planning process become obsolete? Many signs within the industry point to “yes.”

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