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Posted 8 November 2023 by
Koen Cobbaert
Lead Solution Scientist for Axon Technology

RGM: A strategic approach to boosting supply chain revenue 

When navigating the intricate web of supply chain management, industry professionals come across a myriad of acronyms and terms. Among these is RGM, or revenue growth management. This term, while not exclusive to supply chain, plays a pivotal role in optimizing the overall process. In this blog post, we’ll explore the what, the how and the future of RGM. 

What is RGM? 

At its core, RGM is a strategic approach that companies utilize to grow their revenue profitably. It encompasses the tools, processes and techniques that businesses employ to create, capture and sustain value from their products and customers. This is achieved by: 

  • Pricing strategies: Determining the ideal price points for various products or services to maximize revenue. 
  • Promotional optimization: Ensuring that promotions are effective in driving sales without sacrificing profitability. 
  • Assortment optimization: Choosing which products to offer in which locations or channels. 
  • Trade investment: Allocating resources in channels that give the best returns. 

RGM in supply chain 

The supply chain is all about efficiently delivering the right product to the right place at the right time. How does RGM fit into this? 

  1. Demand forecasting: Through RGM’s tools, companies can better predict demand by analyzing factors like price elasticity, historical sales data and market trends. Accurate demand forecasting is a cornerstone for a seamless supply chain, helping in inventory management, logistics planning and reducing waste. 
  1. Inventory management: By understanding what products are in demand and which ones offer better profitability, companies can adjust their inventory levels accordingly. This ensures that the most profitable products are readily available, while not overstocking slow-moving items. 
  1. Supplier negotiations: Armed with insights from RGM, companies can negotiate better terms with suppliers. For instance, if a specific product variant is identified as a high-growth, high-margin item, the business might negotiate volume discounts or better payment terms with its supplier. 
  1. Optimizing distribution: RGM can help identify which channels or regions are most profitable for specific products. This information can guide distribution strategies, ensuring products are readily available in high-demand areas. 
  1. Enhancing customer experience: At the end of the day, a company’s revenue growth largely depends on its customers. With RGM, businesses get a clearer picture of what their customers value, allowing them to tailor their offerings and enhance overall customer satisfaction. 

The future of RGM  

With the rise of data analytics, AI and machine learning, RGM is poised to become even more integrated into supply chain management. Predictive analytics can provide deeper insights into customer behavior, while automation can help in real-time pricing adjustments and promotional planning. As technology evolves, companies that deftly intertwine RGM strategies with their supply chain operations stand to gain a significant competitive edge. 

While RGM might initially seem like a finance or marketing concept, its implications run deep in the supply chain. By optimizing pricing, promotions and product assortment, businesses can drive profitable growth while ensuring that their supply chain operations are aligned with market demand. In today’s landscape, integrating RGM into the supply chain isn’t just a smart move; it’s essential for sustained growth and profitability.