RGM as a growth engine in the snack industry

Client need

The snack industry is undergoing a profound shift. Changing consumer preferences, increased focus on sustainability, and the dominance of digital engagement are transforming how brands operate. For a leading multinational snack company, incremental adjustments were no longer sufficient. They needed a bold, strategic transformation in how Revenue Growth Management (RGM) was deployed across the organization to stay competitive in this evolving landscape. 

The company recognized that to grow sustainably, they needed to equip their teams with the skills to drive stronger insights and greater agility. It wasn’t just about optimizing operations—it was about empowering employees to make data-driven decisions that would: 

• Manage a diverse product portfolio effectively 

• Expand market share while driving net revenue and profitability 

• Broaden their consumer base without compromising relationships with existing consumers 

This upskilling initiative would align their workforce with both immediate market shifts and long-term growth objectives. 

Solution

The organization partnered with BTS to design a comprehensive program aimed at building Revenue Growth Management competencies and aligning team members with the company’s new RGM strategy and execution. This long-term investment focused on equipping employees at all levels with the skills needed to navigate a complex and competitive market. 

The program consisted of three levels of courses, with each level tailored to the participants’ roles within the company. These levels ranged from foundational RGM concepts to specialized, hands-on learning experiences: 

 Level 1 and Level 2 courses included: 

• A simulated university setting that immersed participants in interactive, high-fidelity storytelling and real-world business narratives. 

• Two self-paced modules where leaders engaged with real-world shopper scenarios, reinforcing their understanding of smart pricing, price pack architecture, investment optimization and budget allocation by customer. 

• Practical lessons on managing product portfolios and maximizing profitability, designed to connect employees’ day-to-day roles with broader organizational objectives. 

 Level 3 advanced certification for senior leaders involved a deeper level of mastery through a two-day simulated experience: 

• Participants completed pre-work, incorporating research data and strategic insights from the first two levels. 

• Teams developed fictitious business plans in a controlled, risk-free environment, allowing them to apply new skills and test strategies in real time. 

• Leaders built a strategic PPA to foster long-term RGM thinking. 

• A final application assessment judged by a panel of facilitators, evaluating the participants’ ability to drive desired business outcomes. 

The Level 1 and 2 courses were delivered virtually via Workday, enabling the project team to track key metrics and engagement in real time. The Level 3 course was delivered in person at a global summit. To ensure maximum impact, local market leaders played an active role in tailoring communication and engagement plans, targeting regional business units effectively. 

Results

The impact of the Level 1 and 2 programs were immediate and measurable. Just two weeks after completing their courses, participants were tested on their learning, and nearly all of them met or exceeded the certification threshold: 

• 4,000 leaders completed the entry-level training by April 2024. 

• 74% of participants earned their certification with a passing score of 80% or higher. 

• The program achieved a 98.5% average pass rate, with the remaining 25% representing those still in the process of completing their certification. 

Participants who completed the program reported: 

• Greater confidence in applying their financial skills to optimize decision-making and support the company’s growth objectives. 

• Enhanced ability to contribute to both organizational success and their own professional development. 

The advanced-level training for executive leaders is currently underway, featuring a two-day simulated experience designed to further embed Revenue Growth Management capabilities at the highest levels of the organization. Through this upskilling initiative, the company is building a more agile, financially savvy workforce ready to meet the challenges of a rapidly changing industry and sustain long-term growth.