Retail Revenue Insights

Trade spend is one of the biggest lines on the P&L, yet it is still treated like “marketing math.” But finance knows better: it’s cash. And it’s huge.

Promotional allowances are supposed to be the controlled part of the retailer relationship. You plan the event.You fund the discount. You track the lift. And then… two months later… deductions show up that don’t match anything anyone remembers approving. That’s the moment trade spend stops feeling like growth investment and starts feeling like a slow leak.