Trade Terms & Joint Business Planning (JBP)
The interface between manufacturers and retailers (sell-in) is shifting from a static routine to a space for innovation.
Retailers are resisting price increases more aggressively, requiring brands to provide detailed justification backed by data. Fragmentation between teams often leads to "negotiation friction," where Marketing plans a new SKU launch that Sales hasn't budgeted shelf space for, resulting in self-cannibalization.
Why Revenue Growth Management Matters
Consumer-facing industries are undergoing a generational shift. Between 2019 and 2024, many brands relied heavily on price increases to offset inflation and supply-side cost pressures. While prices rose sharply, volume growth stagnated — revealing the limits of price-led growth in increasingly price-sensitive markets.
At the same time, traditional Revenue Growth Management practices have struggled to keep pace. Commercial decisions are often based on fragmented data, outdated assumptions, and spreadsheet-driven analysis. Promotions underperform, portfolio decisions lack transparency, and pricing actions are disconnected from supply and financial realities.
The result is value leakage. A majority of trade promotions fail to break even, consumer pushback erodes demand, and organizations miss revenue targets not because of execution failure, but because decisions were made without a complete, connected view of impact.
From Commercial Guesswork to Disciplined Growth
Leading organizations are rethinking RGM as a continuous, integrated decision process. Instead of reacting to market pressure with isolated price or promotion changes, they are building a single commercial nerve center that connects pricing, promotions, portfolio strategy, and financial outcomes.
Revenue Growth Management enables this shift by making commercial decisions measurable, comparable, and aligned with the enterprise plan — before they are executed in the market.
Capabilities of the Trade Terms & Joint Business Planning
Pricing Guardrails
Maintains live, enterprise-wide pricing guidelines within the platform to ensure negotiators stay within authorized thresholds.
Automated Governance
Events that fall within pre-approved price guardrails are auto-approved, speeding up the negotiation cycle.
P&L Transparency
Provides a full P&L view from a baseline plan plus proposed S&OP scenarios, ensuring all costs—including non-standard supply flex—are accounted for.
What Makes o9 Different
"Win-Win" Scenario Modeling
Allows teams to adjust net prices in real-time during negotiations to find the optimal balance for both the manufacturer and the retailer.
Courageous Collaboration
Facilitates joint planning that connects marketing, trade, supply, and sustainability into a single work stream.
Commercial System of Record
Institutionalizes "tribal knowledge" by recording every negotiation assumption and outcome for systemic learning.
Industries Supported
Powered by the o9 Digital Brain
Revenue Growth Management runs on the o9 Digital Brain, powered by the Enterprise Knowledge Graph (EKG).
The EKG connects pricing, promotions, demand, supply, and financial data in a unified model. When a commercial decision changes — such as a promotional plan or price adjustment — impacts are automatically propagated across the value chain, alerting downstream teams to potential supply or capacity implications.
A digital operating model for VUCA conditions
APEX is o9’s AI-powered operating model for enterprises navigating volatility, uncertainty, complexity, and ambiguity (VUCA). It enables organizations to plan, execute, and learn as one connected system.
The o9 Digital Brain powers APEX by connecting enterprise data, knowledge, and decisions through a single intelligent model.
Collaborative Demand Planning is one of the building blocks of the Digital Brain. It contributes domain-specific capabilities into the enterprise-wide model that enables APEX from the ground up—linking this solution to decisions across the entire value chain.
→ Learn how the APEX Operating Model works
Where AI drives real decisions
Artificial intelligence enhances RGM by improving foresight, governance, and execution speed.
Supply Constraint Prediction: AI models identify if a raw material supplier risk (e.g., extreme weather) will prevent the fulfillment of a negotiated promotional opportunity.
Risk Scorecards: AI creates composite risk scorecards assessing market, geopolitical, and environmental factors to inform negotiation strategy.
→ Learn more about o9 AI capabilities
What our customers say
“With o9 AI/ML-based forecasting in place, we’re already seeing improved forecast accuracy, stronger cross-functional collaboration, and faster, more informed decision-making—all within a centralized platform.”
Gaby Gutierrez
VP of Global Supply Chain Planning at Amway
“We had a significant reduction in expedited costs. Our target was 4 to 6 million dollars. And we achieved close to 9 million dollars…”
Jay Koganti
Vice President of Supply Chain COE
“The o9 platform unlocked significant processes for us in order to effectively address changes in our volumes and to align those volumes to our labor capabilities at our distribution centers.”
Ashley Ward
Senior Manager Supply Chain Planning
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Frequently Asked Questions (FAQs)
Revenue Growth Management (RGM) is a strategic approach to maximizing revenue and profitability by making data-driven decisions across key commercial levers, such as pricing, promotion, assortment, innovation, marketing, trade terms, strategic P&L planning, and joint business planning.
RGM supports businesses through the different stages of commercial planning:
Evaluation: Analyzing past performance to identify areas for improvement.
Simulation: Running "what-if" scenarios to test different strategies and understand their impact.
Optimization: Leveraging advanced analytics and AI/ML to recommend the best actions for revenue and profit growth.
Execution: Implementing strategies in the market.
o9’s RGM solution focuses on evaluation, simulation, and optimization, enabling organizations to solve specific challenges like improving pricing strategies, optimizing promotions, or fine-tuning assortments. By providing a connected AI/ML powered platform, o9 helps businesses make smarter decisions that drive growth while balancing business constraints.
This approach ensures organizations can address immediate challenges, simulate future outcomes, and continuously optimize their strategies for long-term success.