Trade Funding’s Blind Spot: The Customer

Are retailers and CPGs wasting trade dollars by measuring the wrong things? Courtney Adams, Kate McCormick, and Gary Hawkins explore how retailers and CPGs can move beyond traditional trade spend and focus on measurable customer growth. From customer lifetime value to AI and better measurement, they discuss what it takes to put the customer at the center of every investment. TIMESTAMPS 00:00 - Introduction 01:08 - CPG Funding's Current Focus 10:35 - Why should customer behavior matter more? 13:55 - What's actually being Negotiated? 10:12 - The "AI" Buzzword 18:50 - Unified Goal 25:35 - Intermission 25:45 - Making Trade Spend Count 29:18 - How does AI improve Customer Growth? 36:40 - What Retailers Can Do Now 42:30 - 5 Years From Now 47:07 - Outro