Anaplan用于商业收入计划的ANAPLAN轻松全渠道计划混乱
一个新的多合一解决方案解决了消费品行业在多个业务方面面临的多渠道收入计划挑战。
消费品的制造商正在急切地期待2021年夏天。他们预计，随着大流行的威胁淡出，人们将计划更多的聚会和郊游 - 所有这些都是通过购物小吃，防晒霜和一对可爱的一对而来的。触发器或防水智能手表。
To compete successfully for consumers’ attention and dollars, manufacturers have to navigate a complex and fast-changing business process: planning the sales and consumer demand strategies that will first get their products into multiple consumer channels including stores, restaurants, concessions stands, vendor carts, kiosks, and online storefronts and then into the hands of buyers. And they need enough sales volume, profit margin, and predictability to ensure revenue streams that live up to quarterly and yearly targets.
将产品的正确组合到正确的通道中仅是冰山一角。更重大的挑战是如何通过投资适当的定价和促销激励计划来实现这些收入目标，这是一种称为“商业收入计划”的平衡法案。
The yards of coupons printed on your drugstore receipt are one of the ways that fast-moving consumer goods companies invest in consumer demand generation. Other activities include discounts or “buy one, get one free” offers, shelf signs in supermarkets, or even high-touch campaigns like contests, samples, and product placement. Additionally, manufacturers are constantly changing their prices in response to shifts in the market.
将这些波动乘以数十个品牌，每个品牌都有数十个或数百个品牌individual product SKUs,across the thousands of venues where you could sell, and you can see how many moving parts the omnichannel sales process has.
全渠道复杂性挑战制造商
回到公司总部，商业计划负责人努力将每个品牌的自上而下的销售目标与自下而上的上市计划和预测保持一致。然后，他们面临着劳动密集型监测绩效随着时间的流逝的过程，并调整计划以解决预测和数据差距的差异。他们的大部分计划过程都是由电子表格驱动的，因此他们没有构建和评估不同情况的外观能力。因此，它们有可能被突然转变所取代的风险。
Meanwhile, they’re constantly having to coordinate their forecasts and activity plans with other functions, from manufacturing and logistics (because they don’t want to fall short of product just as ad campaigns are starting to boost demand) to finance, marketing, and sales. But this requires frequent hand-offs across departmental silos – often a breeding ground for errors, oversights, or delays.
数字讲述了这个故事。根据我们自己的研究，平均快速移动的消费品（FMCG）公司在店内促销活动上的总收入约为16％，鉴于其中许多公司的大量，我们可能每年从一家100亿美元的公司中寻找约16亿美元。然而该促销支出的三分之二doesn’t hit its sales and profit goals.我们找到了与高级摘要相比，有83％的商业规划者没有更详细地计划的见解。而且，超过一半的公司没有跨渠道收入计划策略。
The great后经济改组is making it painfully clear: The commercial revenue planning process is broken. And it’s holding back consumer product makers from taking advantage of the rebounding economy as much as they might.
近年来，我们已经看到客户如何适应我们的元素365亚博 解决收入计划混乱。他们发现Anaplan可以使他们无缝地整合跨部门和业务方面的年度计划流程。与贸易合作伙伴实时合作，并缩短和简化其年度计划流程，以更少的时间来编译数据和验证假设，并考虑更多的时间考虑他们的选择。
增长秘诀
Inspired by these adaptations, we have created a new, all-in-one solution. Anaplan for Commercial Revenue Planning connects top-down and bottom-up planning of commercial targets across brands, regions, and channels. It combines elements of Anaplan’s solutions for budgeting, sales forecasting, new product introduction, trade promotion management, and marketing allocation into one convenient package that offers a recipe for accelerating topline revenue growth.
Anaplan用于商业收入计划解决方案有助于产品，销售和金融专家使用这四种成分升级其商业规划运营：
•了解收入绩效的驱动力。
•分配投资以影响结果。
•实时评估多种情况。
•优化和自动化收入绩效。
The following is an example of how Anaplan uses those four ingredients to brings product, sales, and finance teams together to accelerate topline revenue growth.
在您花费数十亿美元之前，安全的建模和测试
Let’s say I’m a revenue planner at a major health and beauty products maker. I’m looking at a multi-billion-dollar annual budget to promote hundreds of products, from shampoo and deodorant down to shoe insoles. Typically, consumers buy those products in supermarkets and drugstore chains, our major trading partners. However, over the last year, we have experienced such a dramatic shift in consumer behavior that any sense of historical insight doesn’t apply. Now the recipe ingredients come into play:
1.了解收入绩效的驱动力。Gathering first-, second-, and third-party buying data sources with Anaplan would allow me to gain significant understanding of how market conditions may impact the kind of plan I’m used to running.
In addition to the $1.6 billion I can spend on in-store promotions (including discounts, coupons, and slotting fees), I have another $1.4 billion to spend on marketing campaigns across all other channels (with a minor share going to online sales). But now I notice the number of consumers buying online (including from our retail partners, third parties such as Drugstore.com or Amazon sellers, and directly from us) has been growing dramatically. In the latest quarter, online channels make up 10% of our business.
2.分配投资以影响结果。现在，我需要在所有这些渠道之间重新分配我的营销支出，以最大程度地提高我们的销售，而不是通过提供过度慷慨的折扣或商店激励措施而破产。有了这样的大规模操作，我不想依靠猜测或僵化的公式。
3. Evaluate scenarios in real time.Anaplan解决方案,我可以模拟与众不同t scenarios – from the most conservative to the most radical shifts – in a sandbox environment and see how they pencil out. That way, I can figure out what promotional allocation plan will be the best fit for new product entries, channel switching, and other market conditions before pressing the button to make it happen (and spend $3 billion). If conditions change midway through the year – and we certainly know now how suddenly they can change – I can give other models test runs to see how they fit.
4.优化并自动化收入绩效。因为促销周期每年都会重复，所以我想捕捉多年来我们获得的所有见解，并使我的努力更加聪明。用于商业收入计划的Anaplan是AI-enriched,可以predictively forecastoutcomes based on historical and other data, then recommend the best promotional scenario.
帮助顶部和底线
这种新解决方案可帮助公司通过多种方式实现更多利润：
• Productivity gains:估计需要少50％的时间来收集和巩固数据以进行年度报告和预测。（我们估计，这可以节省一家大型公司每年的工人时间300-400,000美元，并让它更明智地改变。）
•支出优化：更有效地针对贸易促进支出，将浪费支出减少了1-2％。（每年节省约16-30万美元，一家公司花费16亿美元的促销活动。）
•收入增长：由于基于方案的计划，高达1％的收入增加了1％，每年为一家估计收入为每年100亿美元的公司带来额外的1亿美元。
With this kind of growth in profitability, commercial revenue planners might be able to take real vacations this summer.
Over the next several weeks, we’ll explore in more depth the Anaplan for Commercial Revenue Planning recipe for boosting profit. We’ll look at drivers of revenue performance, better allocating investments to influence outcomes, using the patented Anaplan Hyperblock technology to evaluate multiple scenarios in real-time, and optimizing and automating revenue performance.