Invisible shelf stockout
8.3% average stockout is equivalent to US$39 million lost per US$1 billion in sales. Without real-time field visibility, the brand only discovers the problem after the sale has already been lost.
Corsten & Gruen / IJRDM 2003Consumer Goods, Hygiene, Beauty and Indirect Channel
72% of trade promotions generate negative ROI. The problem is not the point of sale: it is the disconnect between sell-in and sell-out.
CPG brands that integrate JBP, share of shelf and KA execution capture 4–5 p.p. more EBITDA. Bunker connects commercial planning, trade and indirect channel with Bunker Protocol, Salesforce and AI applied to the planogram.
CPG by the numbers
42%
of trade promotions with no positive effect on sales; 60% of the budget wasted
Nijs et al. / Marketing Science 200147%
of data records with critical errors; only 3% meet minimum standards
Nagle, Redman & Sammon / HBR 2017The silent risk in consumer goods
42% of trade promotions generate no positive effect on sales. Can your field execution reverse that scenario?
When HQ, field and indirect channel operate on separate systems, every commercial cycle happens without context. The result is promotion with no return, shelf stockout and margin that deteriorates every quarter.
The real scenario
Four fractures eroding margin between sell-in and sell-out
HQ defines the trade plan, the field executes another, and the shelf sits empty without anyone knowing until sell-out collapses. Every disconnect between HQ and the point of sale is revenue that evaporates in silence.
Promotions with no return
42% of trade promotions generate no positive effect. Without traceability between planning and execution, the promotional budget becomes cost with no return.
Nijs et al. / Marketing Science 2001Poor-quality field data
47% of records have critical errors and only 3% meet minimum quality standards. Commercial decisions based on bad data produce misaligned execution at scale.
Nagle, Redman & Sammon / HBR 2017HQ and field disconnected
Planning defined at headquarters, execution improvised in the field. Each region operates as an independent company and the brand loses coordination over sell-in, visits and performance.
Integrated Commercial Architecture
Bunker
We know the difference between sell-in and sell-out: and where field execution disconnects from the trade plan.
72% of promotions have negative ROI because JBP does not communicate with execution at the point of sale. The promoter positions without data, rebates have no traceability, and shelf stockout only appears once share of shelf has already fallen. Bunker Protocol connects HQ, field and indirect channel in a single architecture: with trade governance by KA, sell-out visibility by market and coordinated execution between brand and retail.
We do not sell CRM. We design the operation that transforms the trade plan into traceable execution at the point of sale.
- +300 CRM projects: including consumer goods operations with trade and indirect channel
- +120K users impacted, from field sales reps to key account managers
- Commercial governance deployed in 8 countries with trade marketing execution
- Direct experience in food, beverages, hygiene and cleaning, and durable goods
Bunker Protocol applied to Consumer Goods
Four phases. One architecture. Auditable results.
Evidence
Auditable results in consumer goods
205%
ROI in 3 years with Salesforce Consumer Goods Cloud: retail execution, TPM and account management through indirect channel
Forrester Consulting: TEI™ of Salesforce for Consumer Goods 2024+4–5 p.p.
in EBITDA margin in year 1 with Revenue Growth Management: POS, loyalty and integrated shopper panel
McKinsey: "Precision revenue growth management" 202172%
of promotions with negative ROI in the US: ~20% of revenue invested in trade without analytics integrated into CRM
McKinsey / Nielsen 2019Ultracheese: dairy manufacturer with complex multi-channel commercial operations, trade funds disconnected from commercial terms and pricing without analytical structure.
Bunker delivered Sales Cloud in eight sprints, with bidirectional ERP integration, a mobile app for field sellers and, next, the expansion into a new pricing-design layer on top of the client's commercial base.
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Request a compatible case studyTransformation
From disconnected trade to traceable execution at the point of sale
Without Bunker
Each KA as an isolated operation
- HQ and field with separate data and conflicting versions of performance
- Trade marketing with no link to real execution at the point of sale
- Promotions defined without impact traceability by channel
- Pipeline invisible to brand executive management
- Shelf stockout discovered after the sale has already been lost
With Bunker
Sell-in, sell-out and execution in a single flow
- Single view of account, channel and territory across HQ, field and partners
- Trade connected to CRM with prioritization by value and performance
- Promotion governance with traceability by region and channel
- Auditable pipeline with real-time executive predictability
- AI applied to daily routines with alerts, summaries and action recommendations
Every shelf stockout that nobody saw is a sale that went to the competition.
The first step is an execution diagnostic. No generalities, no confusing sell-in with sell-out. We map where your operation loses margin between JBP, trade spend and execution at the point of sale.
Frequently asked questions
Answers for Consumer Goods
01 How do you address the disconnect between sell-in and sell-out in practice? Expand
The diagnostic quantifies where the disconnect costs the most: typically between trade planning, field execution and point-of-sale data. The architecture connects those layers in Salesforce so the account manager sees sell-in and sell-out on the same screen, with execution context.
02 Does it work for those operating with distributors and indirect channel? Expand
It works especially with indirect channel, where visibility is lower. The platform consolidates data from distributor, field and point of sale so that trade and channel investment decisions are data-driven: not guesswork.
03 What is the typical ROI you see in consumer goods? Expand
It varies by operation maturity, but the biggest gains typically come from three fronts: reducing stockout through smarter field execution, increasing trade effectiveness through better budget allocation, and higher conversion of sell-in into real sell-out.