Three steps, one loop
Connect the data. Generate intelligence. Act across the lifecycle.
The model is simple to state and hard to fake: it only works when both sides write to the same record. That is the difference between a data feed and a shared data model.
Connect the data
Deals, funds, costs, and offers sync from retailer and CPG systems into one shared data model. No re-keying, no forked records: the deal a supplier submits is the deal the retailer receives — same terms, same dollars.
Generate intelligence
25+ years of demand science and 90%+ forecast accuracy run on the shared record, turning it into scenarios, predicted ROI, and risk flags both sides can trust — because both sides fed it.
Act across the lifecycle
Intelligence lands inside the work, not in a separate report: planning, funding, execution, performance, and reconciliation — on both sides of the relationship.
Step three runs through the suites: Revenue Optimization for the retailer’s pricing, promotions, and markdowns, and Trade Intelligence for the bilateral deal layer that funds it all.
The bilateral flow
Both sides write to the same record
Nothing is exported, emailed, or re-keyed between the columns. The CPG side and the retailer side are two views of one record, held together at the junction in the middle. Most trade software is unilateral — built for one side of the table. This is bilateral by design.
New to the category? What Is Commercial Trade Intelligence? — bilateral vs. unilateral trade management, defined.
Act across the lifecycle
One closed loop, from plan to reconciliation
Because every stage reads and writes the same record, reconciliation is not a quarter-end archaeology project. It is the last step of a loop that feeds the next plan.
Plan
Both sides co-plan promotions against committed dollars, not assumed ones.
Fund
Trade funds committed, tracked, and visible to both sides in real time.
Execute
The co-planned deal becomes the priced, promoted event at shelf, synced live.
Perform
Lift, ROI, and fund utilization update against live deal data, not a quarterly post-mortem.
Reconcile
Planned terms compared to actual billing; discrepancies resolved at the source.
One deal, three views
Follow one deal through the model
The record does the traveling, not the people. The same Deal 4128 appears as a shared deal record, a slotted calendar event, and a matched line in the reconciliation queue.
Shared deal record
Deal 4128 · Spring beverage event
Synced · both sidesSubmitted by the CPG, received by the retailer. One record.
Retail promo calendar
March – April
Deal 4128 slotted as the priced, promoted event, on committed dollars.
Reconciliation queue
Planned vs. billed
Discrepancies surface while there is still time to fix them, on both ledgers.
This is the loop Trade Intelligence runs day to day, with agentic AI acting on the same shared record.
Walk the model against your own deals
A 30-minute trade briefing: your deal, fund, and settlement workflow on one shared record.