Gerenciamento de resultados é mandatório no marketing. Isso é o que garante a sustentabilidade da empresa. Para isso é muito importante ter uma metodologia clara e bem definida de gestão de cobertura de objetivos de vendas. Quando a cobertura de objetivos não acontece, importante entender o real motivo e agir sobre ele, atuando nos desvios. Isso faz com que o investimento de marketing seja realizado onde é necessário, trazendo os resultados para a empresa.

I don’t think balancing is the right approach. Both of these should not be the purpose of the businesses. They should be by products. Business should be driven by value and it should come from innovations. Innovation doesn’t always mean coming up with new products, it can also mean finding an efficient way to use the existing products. Promotions should never come at the cost of profitability in my opinion. Compromising profitability for scalability is still acceptable but definitely not for promotion. In today’s world, if the offering is good, consumers will consume because the accessibility has increased exponentially. So, value is the key.

Um exemplo que já vivi com sucesso: -primeiro, negociação com fornecedor. -compra de grande volume de produto -boa colocação de produto -boa comunicação, -apresentação de um modelo operativo E...cria necessidade no cliente e consequentemente rotação de produto

Ante esta problemática es vital hacer una buena segmentación. Y todo ello con el fin de personalizar tus promociones. Puedes establecer tus ofertas según la conducta, las necesidades y el valor de cada uno de tus clientes. De esta forma optimizarás la eficacia sin afectar a la rentabilidad general. También sería bueno realizar promociones graduales. Podrías aumentar los descuentos según el volumen de compra de cada cliente. Lo que buscas es incentivar compras más grandes. Por último, utiliza la IA para poder intuir el impacto de las promociones que realices, y ajustar, en este sentido, las estrategias. Intenta tener siempre un balance óptimo entre tu rentabilidad y aquello que resulta de interés para tu cliente.

Balancing profitability and promotions in product marketing is a delicate dance. Promotions can drive sales and attract new customers, but they can also eat into your profit margins if not managed carefully. Here are some strategies to help you effectively manage your bottom line: Analyze Promotion Effectiveness Segment Your Audience Set Clear Objectives Monitor Profit Margins Leverage Data Analytics Optimize Pricing Strategies Evaluate Long-Term Impact By carefully planning and analyzing your promotional activities, you can strike a balance between driving sales and maintaining healthy profit margins.

Balancing profitability with promotions requires a strategic, data-driven approach. Over the years, I’ve learned that continuous analysis of promotion performance is crucial—tracking not just short-term sales but also the long-term impact on brand equity. Setting clear objectives aligned with both revenue goals and brand positioning helps guide decision-making. To maintain profitability, it’s essential to avoid relying too heavily on deep discounts, which can erode perceived value. Instead, leverage targeted promotions that enhance customer loyalty and introduce upsell opportunities. By balancing immediate gains with long-term brand health, you safeguard both your bottom line and market perception.

The after effects of promotion can be easily seen in any product review. So did the budget do its job? That is why I agree with Jayesh Panigrahi. I promote exactly the same sentiments in my sustainable reviews. The product might create the profit contribution, but it is the innovation behind the product that is just, if not more important. I learnt that lesson a long time ago. Make sure your budgets include for sustainable efficiency - at the end of the day a product is only as good as the people who design it. I also learnt a long time ago that if marketers control product design then the costs of manufacture can increase exponentially! By the way I am a Chartered Marketer.