CPG Operator Guide
Trade Promotion Evidence and Efficiency Guide
Use this guide to organize the evidence needed to discuss a completed promotion’s efficiency questions without calculating an efficiency metric, ROI, return, margin impact, or causal result.
Define the evidence question
Name the completed promotion, product, customer or channel, period, proposed measurement question, and accountable owner without selecting a metric or conclusion.
What to include
- promotion scope
- measurement question
- accountable owner
Inventory the evidence packet
List dated agreement, offer, invoice, deduction, spend, shipment, order, sales, price, inventory, fulfillment, customer, retailer, broker, marketing, and internal records.
What to include
- record type
- source date
- missing records
Define measurement and denominator questions
State the proposed numerator and denominator labels, product and unit basis, currency, period, customer or channel scope, and any measurement definitions that require separate approval.
What to include
- label
- unit and period
- definition owner
Record spend and funding evidence
Identify trade, allowance, billback, discount, fee, broker, marketing, display, sampling, logistics, and other documented items with basis, timing, funding owner, and exclusions.
What to include
- spend record
- basis and timing
- funding owner
Record attribution and comparability limits
Document overlapping events, price changes, distribution, inventory, availability, customer activity, timing, seasonality, data gaps, and non-comparable records.
What to include
- attribution limit
- comparability issue
- evidence gap
Assign evidence review ownership
Name commercial, finance, customer, operations, accounting, legal, or other reviewers for records, definitions, exclusions, and any future analysis.
What to include
- reviewers
- open definitions
- approval path
Prepare the separate-analysis handoff
Retain the source index, chosen scope labels, denominator questions, exclusions, attribution limits, evidence gaps, and qualified handoff owner.
What to include
- source index
- scope labels
- qualified handoff
How this page fits the Tools system
Channel Contribution Margin Planner may execute CHANNEL-CONTRIBUTION-V1 only after selected assumptions are reviewed; this page owns the evidence and measurement-question packet only.
The guide ends with a source-index and measurement-question packet, not trade promotion efficiency, ROI, lift, margin impact, demand, revenue, return, a score, benchmark, or recommendation.
What this page does—and does not—show
This guide organizes evidence completeness and efficiency questions for a completed promotion. It does not calculate, estimate, score, benchmark, validate, or recommend trade promotion efficiency, ROI, lift, margin impact, demand, revenue, or return.
Channel Contribution Margin Planner exclusively executes CHANNEL-CONTRIBUTION-V1 for one reviewed channel assumption set; this guide does not reproduce an owner control, formula, output, forecast, score, or recommendation.
Evidence and review boundary
Tier C. This guide organizes evidence completeness and efficiency questions for a completed promotion. It does not calculate, estimate, score, benchmark, validate, or recommend trade promotion efficiency, ROI, lift, margin impact, demand, revenue, or return.
Commercial and finance owners, with accounting, sales, operations, procurement, customer, tax, legal, or executive review appropriate to the stated question.
No external rate or rule is embedded; values and assumptions come from the user.
Related tools and next steps
Help shape the operations platform for food brands.
Guidance is being rebuilt with CPG design partners to connect these planning steps to a shared operating model. That connected product workflow is not available for live product demonstrations today. This standalone browser page does not connect to a Guidance account, product data, or a live operating workflow.
Apply as a Design Partner