Successful Revenue Growth Management

Successful Revenue Growth Management

15-16-17 October 2024

9:45-11:45 GMT | Virtual


Workshop overview

Organic volume growth is becoming increasingly difficult to come by in the volatile market we are all operating in. Changing consumer habits and external factors will continue to be a challenge over the coming years, so how can businesses stay ahead?

In today’s leading organisations, successful revenue growth management (RGM) has come to be at the heart of commercial decision making.

In this three-day virtual course, you will discover the tools and techniques required for implementing a successful revenue growth management mindset in your business. The workshop will explore how to drive profit and revenue growth whilst remaining relevant to your customers and consumers.

Using real world examples and practices to build your knowledge and skills, you will complete the course knowing how each element of your commercial plan influences profit and loss.


Learning outcomes

Learn what revenue growth management is and why it is important for your business.

Gain a clear understanding of profitability from retailer and supplier point of view and how it can be influenced.

Acquire new processes and tools to evaluate past promotions and build better future plans

Know where to invest – confidently prioritise accounts and channels to ensure the best impact of investment and resources.


Who’s it for?

National account managers

New Revenue growth managers (MS&P, CS&P CMO)

Experienced category managers

Brand marketers looking to expand their capabilities

This is a great next step to further your knowledge and skills if you have previously attended our Successful Account Management Workshop.



Great moderators and presenters, good atmosphere. Good mix of theoretical and practical parts. Smaller team sessions worked really well- made the training much more varied.

Really good content and delivered by Adam & Simon in a fun and enjoyable manner. The templates on the final day were fantastic.



The content delivered by Simon and Adam was exceptional, greatly enhancing my understanding of several new principles. They were engaging and thorough, incorporating real world examples and their own experiences to help understand concepts. Their approach made learning enjoyable and effective - would highly recommend.


Day 1
Duration: 1hr 45mins

The rising importance of RGM

Understand what is RGM and why it is becoming more important from both a supplier and retailer point of view. What are the main levers RGM can use to optimise future plans.

The importance of triple win solutions. Understand the role of RGM when facing into todays’ current challenges for retailers and suppliers.

The role of promotions for retailers and suppliers. Understand the needs of retailers and building promotional plans to support the retailer needs.

Day 2
Duration: 1hr 45mins

Optimising promotion plans

What are the key dynamics driving short terms sales; but more importantly the importance of knowing where those sales came from to determine success.

How different categories react to promotions in terms of shopper and consumer behaviour and therefore what are the right mechanics and tools to get the most form promotions.

How to go about evaluating promotions to get the true impact on the supplier and retailers.

Leveraging statistical models to better understand promotions and improve future planning.

Day 3
Duration: 1hr 45mins

Pricing, products and strategic planning

Be aware of the shoppers’ understanding of value. Know how personal circumstances influence the value equation and how to respond.

Learn different pricing strategies based on category and market conditions, the implications for suppliers and retailers. Understand the dynamics of pricing elasticity, impacts of shelf price moves.

Get the most from your investment in future plans through prioritising channels and retailers to deliver sustainable growth.

Meet the trainers

Simon Attfield, Strategy & People Solutions Manager

Simon Attfield tutors on our open workshops and delivers bespoke Category and Shopper programmes. He has over 20 years' experience working in category management, shopper marketing and sales for FMCG companies such as P&G, Britvic, Clairol, and most recently leading the customer marketing team at Tata global beverages.

Simon Attfield

Adam Jones, Commercial Solutions Manager

Adam works in the Commercial and Category Solutions team at IGD to deliver customised projects that accelerate business growth across commercial capability and category development. Prior to IGD, Adam spent the past ten years at Nestle across a variety of category, insight, and business manager roles, most recently leading the Sainsbury’s account for the Nestle Food and Dairy business.

Adam Jones, Commercial Solutions Manager, IGD