Embedding Commercial Excellence in FMCG: Breaking down barriers and building for success
Across FMCG, sustainable growth comes from disciplined Revenue Growth Management (RGM) embedded in how teams plan and trade. We unpack typical barriers and practical commercial excellence strategies that will help businesses move value, margin and momentum together.
In any global FMCG business, setting up a Commercial Excellence (ComEx) team is both a strategic necessity and a complex transformation. When executed well, ComEx becomes a central pillar of sustainable, profitable growth.
Yet, success depends not just on tools and data, but on culture, leadership, cross-functional alignment, and shared accountability. Most ComEx teams today have an RGM team embedded as part of a wider function with Shopper Marketing and Category Development. In this article, we shine a spotlight on typical barriers to the RGM part of a ComEx function and offer practical strategies for overcoming them.
