Demand Focus
Unlock profitable demand by aligning strategy, pricing, and planning around how value is really created.
Many organizations are rich in data and activity, but poor in clarity about where demand truly comes from and how to shape it profitably. Demand Focus is designed to change that.
Grounded in the RGMi DNA Process Map, this assessment takes a deep dive into how you understand, plan, and activate demand across Strategic RGM, Precision RGM, and Action RGM. It looks at how you define value, structure your hierarchies, set channel strategy and commercial policy, and translate your business function and long‑range plans into budgets, targets, and tactical planning scenarios. By gathering input from multiple functions and markets — in multiple languages — it reveals how consistently your organization thinks about demand, pricing, promotions, and route‑to‑market, and where misalignment is silently capping growth.
From there, Demand Focus connects the dots between value, price‑pack architecture, MAGIC‑R, demand planning, and in‑market execution, giving you a clear picture of how to grow volume, value, and profit by design, not by chance.
A practical OKR roadmap & playbook
If you suspect your demand potential is higher than your current results, read on to see how Demand Focus can help you capture it.
Why growth still feels harder than it should
Typical demand‑side challenges look like this:
The result is fragmented demand generation, sub optimal pricing and promotions, and a planning process that reacts to the market instead of shaping it.
A structured deep-dive across the RGMi DNASM Process Map
Demand Focus is built to systematically address these issues.
Strategic RGM Where value is defined
Assess your strategic RGM dilemmas and market view — the choices that decide where growth should come from before a single plan is built.
Precision RGM Where value is planned
Examine how pricing, promotions, assortment, investment and route-to-market are planned — and how well they connect to IBP, budgets and long-range plans.
Action RGM Where value is delivered
Evaluate execution across functions and PPTDM enablers — People, Process, Technology, Data and Measures — so intent turns into measurable results.
Using the RGMi DNA Process Map, the assessment evaluates how you manage Precision‑oriented RGM dilemmas (pricing & investment, RTM, PPTDM) and how they translate into hierarchies, channel strategy, commercial policy, and value definition. It examines your business function, long‑range plans, and budget, and how they cascade into MAGIC‑R, tactical planning scenarios, demand planning, and targets.
By collecting perspectives from Sales, Marketing, Finance, Supply Chain, and RGM, it highlights where your view of demand is aligned, where it conflicts, and where key levers like price optimization, promotion optimization, occasion opportunities, RTM optimization, and customer engagement are under‑used. These insights are then turned into a clear narrative, a focused 90‑day OKR plan, and a practical playbook — giving your teams a concrete roadmap to structure, plan, and grow demand more profitably and predictably.
Deliverables that turn insight into momentum
Your Demand Focus hands your team a ready-to-run plan and the playbook to govern it.
End‑to‑end demand RGM assessment
Deep‑dive into Precision RGM dilemmas, Pricing & Investment, RTM, and PPTDM as they relate to demand.
Structured view of demand foundations
Evaluation of hierarchies, channel strategy, commercial policy, value definition, business function, long‑range plans, and budget.
Demand‑side optimization opportunity framework
Insight into MAGIC‑R, price‑pack architecture, interaction, price & promotion optimization, occasion opportunities, and RTM optimization.
Planning & targeting review
Assessment of tactical planning scenarios, demand planning, targets, planograms & merchandising, distribution, and customer engagement.
RGM process, data & measurement check
Review of RGM processes, data quality, and measures of success that underpin demand decisions.
Narrative diagnostic report
Clear, plain‑language description of your current demand approach, strengths, and inhibitors to growth.
90‑day OKR‑based improvement plan
Focused Objectives and Key Results to enhance demand‑side performance within three months.
Practical implementation playbook
A ready‑to‑use guide to kick off, govern, and track your Demand Focus improvement project.
Ready to structure and grow your demand with precision and confidence?
Bring Demand Focus to your organisation and give every function a shared, prioritised roadmap.
Get Demand Focus now