Field notes on Revenue Growth Management
Articles, frameworks, and case studies from the frontlines of FMCG commercial strategy. Grounded in practitioner experience, cited against the literature, and written for the people who actually have to pull the levers.
Which RGM Lever to Pull First: The Decision Tree for Pricing, PPA, and TPO
A 5-question diagnostic for choosing between Pricing, PPA, and TPO when margin compresses.
Retail Media Networks: The $184B Question
Why retail media now belongs inside the JBP architecture, not next to it.
Private label hit 23% in the US and 50% in Europe. Three ways brands are fighting back.
The first instinct is to cut price. The Heinz UK turnaround shows why that almost never works.
The Case for Ending Half Your Promotional Plan
Five questions that split your promo calendar between events to kill and events to shrink
On-Invoice or Off-Invoice: Where Smart Trade Money Actually Goes in 2026
Why on-invoice trade dollars often build retailer margin, not shopper price
Why Your Entry Pack Is the Most Under-Managed SKU in Your Portfolio
Five questions before you concede your entry pack by accident
Why BOGO Is Dying, And What Works Instead
Three forces retired BOGO between 2014 and 2026. What to run in its place
When Matching a Competitor's Price Cut Destroys Value (And When It Saves Your Share)
Five questions to walk before you match, anchored in Marlboro Friday 1993
Shrinkflation vs Price Rises: Which One Is Actually Working in 2026?
The last quiet pack shrink in European FMCG happened around 2019. Three forces made sure there have not been many since.
What Is Revenue Growth Management (RGM)?
The six-lever framework every FMCG leader should know in 2026
Net Revenue Management (NRM) vs Revenue Growth Management (RGM)
Same discipline, different language — what the label tells you about who owns it
Why Most Consumer Packaged Goods (CPG) Promotions Destroy Value
And the three metrics that prove it
The Great Revenue Growth Management (RGM) Reset: From Price-Led to Volume-Led in 2026
From price-led to volume-led in 2026
Why 1% More in Price Beats 5% in Volume
A 1% price lift moves operating profit by 8.7% on average, and how to prove it on your own P&L