Franchise transformation with data products optimizes joint budget planning and drives topline growth

A holistic consulting and implementation exercise helps to diagnose gaps and identify opportunities for streamlining GTM budget planning process

Business Challenge

The client is an American multinational food and beverage corporation with many independent bottling partners in the LATAM region. Each partner serves unique geographies with distinct consumer preferences. These partners have varying degrees of collaboration for data sharing and go-to-market execution. Variances in regional-level reporting of budget performance led to misallocation of overall budget across marketing and promotional activities. The client lacked a unified system for tracking, assessing and optimizing channel-wise spends. They were unable to make timely decisions due to high manual effort and inadequate visibility into past budgeting decisions and spend performance.

Sigmoid Solution

Our team of domain consultants started with a 360° assessment to analyze the current process, data and commercial health and identify the areas requiring an overhaul. Our team designed a multi-year transformation roadmap to streamline and improve the overall GTM budgeting process. The roadmap involved multiple tracks such as quick wins for business intelligence and reporting, early analytics initiatives such as sales forecasting, market share prediction, budget management digitization and go-to-market data hub productization with MLOps support for continuous improvement. Post successful implementation in LATAM markets; the new budgeting process is being rolled-out to global partners.

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Business Impact

Sigmoid’s consulting team with an enterprise purview helped the client transform the entire GTM budgeting process, improve ability to evaluate spends on all push and pull activities, integrate budget planning and execution. The Commercial Budgeting and Revenue Management team got insights into spend performance, ROI on marketing and promotional activities with opportunities of incremental gains.