Cracking the Code: Strategies for Achieving Growth Targets Amidst Consumer Complexity With Francisco Crespo

According to PwC, nearly 80% of American consumers say that speed, convenience, knowledgeable help, and friendly service are the most important elements of a positive customer experience. The increasingly sophisticated consumer, along with these heightened expectations, is changing the way business leaders think about how to approach growth strategies.

Simply relying on the traditional levers of promotion is not enough to win the customer’s attention. With Ernst and Young reporting that around 70% of trade promotions lose money, it is clear that as business becomes increasingly complex and unpredictable, the separation of planning and execution functions can help provide clarity through a more holistic view of growth for promotional activities, pricing strategies, and assortment planning.

How can businesses untangle planning from execution to reach consumer expectations and achieve their growth targets in the new year?

In this episode, host Caleb Masters is joined by Francisco Crespo, former Chief Growth Officer at The Coca-Cola Company, to discuss:

• His career journey to becoming the Chief Growth Officer at The Coca-Cola Company.

• Why increasing consumer expectations are adding to the complexity of today's growth marketing efforts.

• The importance of combining integrated planning with focused execution to achieve growth targets.

• How to overcome the hurdles of optimizing your business through revenue growth management opportunities.