Narrow Window

There’s a window companies miss.
Not because they don’t see the problem — but because they see it too late.

Budget for 2027 gets locked in Sep–Oct. If you start thinking about TPM then, you’re already too late.

The real window tis March–August.

Miss it, and here’s what it really means:

• 2027 → budget built without TPM
• 2028 → implementation starts
• 2029 → real impact

That’s ~24 months without control over trade spend.

Now look at those numbers.

Even with conservative assumptions:

• €0.5M loss per €1B revenue per year → ~€1.5M gone over 3 years

More realistic range:

• up to €4M per €1B annually → ~€12M cumulative impact

And this is not a one-time hit.

It compounds: every cycle, every plan, every decision.

Meanwhile: others simulate scenarios, shift investments, learn faster.

You don’t.

After two cycles, the difference stops being operational. It becomes structural.

The dangerous part?

Nothing “breaks”. It just underperforms:

• slightly weaker margins
• slightly worse ROI
• some out of stocks
• a bit of forward buy from retailers
• plans that look fine, but never outperform

Next decision window: ~12 months. Real impact: ~24 months

The question isn’t “if”. It’s: How much EBIT (MONEY) are you willing to leave behind before you act?