The battery manufacturer serves global demand through four regional consumer divisions and a dedicated B2B division, supporting retail, distribution, and OEM partners worldwide. Consumer teams manage relationships with large retailers, while the B2B group works with distributors supplying smaller retailers and electronics brands that bundle batteries with their products. To drive sales, the company provides trade funds for marketing, advertising, and promotional activities across all partner types. Following its acquisition in 2016 by a highly diversified holding conglomerate, the organization faced increasing complexity in managing these trade programs consistently and effectively across multiple divisions, channels, and partner relationships, highlighting the need for greater control, tr

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