What is the definition of Revenue Growth Management (RGM)?

There are many ways to define Revenue Growth Management in the FMCG world, and there are other names for this same discipline. It is also called Net Revenue Management, Revenue Management, Strategic Revenue Management or Value Management. However here is how we define it.

RGM is an integrated cross-functional approach to managing mainly the top line of the P&L as to deliver sustained value creation for consumers, shoppers, trade partners and your company.

Thereby RGM is NOT marely a function, role or a tool….