Master Essential Skills & Topics for Retail and CPG

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Creating Compelling Sales Stories

As our data-driven world evolves in retail and CPG, so does the need for us to hone our presentation skills. These skills include everything from understanding PowerPoint to developing a storyboard focused on a well-identified purpose, and incorporating this storyboard into a succinct and impactful presentation with logic and flow.   This 2-day, instructor-led classroom training teaches participants how to create a plan for their presentation before jumping into PowerPoint, enabling them to determine a clear and informative story. In day 2 we take our storyboard to PowerPoint, learning data visualization techniques and getting the logic and flow right. The entire session is driven by a real business scenario identified by the client. This session can be combined with other training topics and/or combined with eLearning prework for even more learning. Optimum class size: 10-15 participants Length of session: 120 minutes Cost: Starts at $8,000 USD (includes customized workshops) per session  

Moving Your Slides From “Good” to “Great” Through Improved Data Visualization

As our data-driven world evolves in retail and CPG, so does the need for us to hone our skills. Communicating data insights effectively can be a challenge, and key information often gets lost in the overwhelming noise of numbers and statistics. That's why, by integrating data visualization strategies, learners can control the chaos and easily see and understand trends, outliers, and patterns in data. This virtual classroom training teaches participants how to implement visual elements into their data-driven presentations, enabling them to tell a clear and informative story. With data visualization techniques, learners ensure their team and clients always walk away with a comprehensive understanding of their data analysis and insights. This session can be combined with other training topics to create a virtual training series over days, weeks or months. Optimum class size: 10-15 participants Length of session: 120 minutes Cost: Starts at $2,500 USD (includes customized workshops) per session

Category Management 101: The Foundations


*Training Topics, Format, or Audience: Category Management Organization & Team Solutions Virtual Learning
Category management is a strategic approach to managing your business in retail, CPG, c-store, DIY, industrial, professional services, etc. Through a basic understanding of category management, how it works, and why it's important for your business, your team will learn how to more strategically use category management for improved business results. You will have the opportunity to discuss  and develop overall strategy in category management for your unique business in customized workshops. This virtual classroom training gives an overall understanding of category management foundations, the key steps of the category management process, and ideas on how to integrate an effective category management strategy into your unique business. This session can be combined with other training topics to create a virtual training series over days, weeks or months. Optimum class size: 10-15 participants Length of session: 120 minutes Cost: Starts at $2,500 USD (includes customized workshops) per session

Category Management Training Program, Level 3 CPSA

This advanced training program is designed to build skills in areas like shopper and product supply. It includes a set of on-demand courses that gives participants the skills to function at an advanced level in their role in retail / CPG / FMCG.  This program meets all learning requirements for the CPSA designation.    Who should take this course? For those looking for an advanced understanding of Category Management - and/or who is looking to achieve CMA designation at the CPSA level.   Program Details   Approximately 20 hours course time  Prerequisite: Intermediate category management understanding and/or CPCM Designation (if you are looking for CMA certification).  Note that the CPSA level does not include exam preparation materials as certification is by an essay-based exam that also considers the candidate's experience.  Buy Advanced / CPSA Category Management Training Program ($499) from CMKG.ORG  

Category Management Training Program, Levels 1-2 CPCA-CPCM

This category management training program spans the foundations of Category Management from the foundational to the intermediate level with a focus on in-depth data and analysis. It's a great program if you have a limited background or need a refresher in the foundations, if you want a good general knowledge of category management data and analytics, or if you are seeking certification at the Certified Professional Category Manager (CPCM) level with the Category Management Association (CMA). Buy Foundational / CPCA + Intermediate / CPCM Category Management Training Program ($1,549) or Certification Package ($1,699) from CMKG.ORG

Category Management Training Program, Level 2 CPCM

This training program is designed to build category management skills at an intermediate level, including in-depth data and analytics across key data sources and the category tactics.  It includes a set of on-demand courses that will give participants skills to function at an intermediate level in their category management or sales role in retail / CPG / FMCG.  This program meets all learning requirements for the Certified Professional Category Manager (CPCM) designation with the CMA for those who are interested.   Who should take this course? Retail, category management, sales and shopper teams looking for an intermediate understanding of Category Management and/or who is looking to achieve CPCM certification.   Program Details   Approximately 30-35 hours course time  Prerequisite: Foundational / CPCA  Buy Intermediate / CPCM Category Management Training Program ($999) or Certification Package ($1,099) from CMKG.ORG

Category Management Training Program, Level 1 CPCA

This set of foundational courses gives a solid grounding in the category management process, analytics and presentation skills. This program meets all learning requirements for the designation of Certified Professional Category Analyst (CPCA) designation for those who are interested in certification.   Who should take this course? Retail, category management, sales and shopper teams looking for an intermediate understanding of Category Management and/or who is looking to achieve CPCA certification.  Program Details   Approx. 30-35 hours course time No prerequisites Available in Spanish

Shopper Insights Training Program, Levels 1–3

This set of courses builds important strategic foundations that help participants better understand the Shopper focus in category management, retail, shopper insights, and shopper marketing.    Who should take this course? Individuals and teams looking for a more strategic approach within shopper insights.  Program Details   Approx. 30 hours course time No prerequisites Includes access to Annual Learning Subscription, including 6, live Virtual Training sessions, 25+ recorded Virtual Training sessions, and CMKG-exclusive resources.

Shopper Insights Training Program, Level 3

This set of courses builds important strategic foundations that help participants better understand the Shopper focus in category management, retail, shopper insights, and shopper marketing.    Who should take this course? Individuals and teams looking for a more strategic approach within shopper insights.  Program Details   Approx. 10 hours course time No prerequisites Includes access to Annual Learning Subscription, including 6, live Virtual Training sessions, 25+ recorded Virtual Training sessions, and CMKG-exclusive resources.

Shopper Insights Training Program, Level 2

This set of courses builds important strategic foundations that help participants better understand the Shopper focus in category management, retail, shopper insights, and shopper marketing.    Who should take this course? Individuals and teams looking for a more strategic approach within shopper insights.  Program Details   Approx. 10 hours course time No prerequisites Includes access to Annual Learning Subscription, including 6, live Virtual Training sessions, 25+ recorded Virtual Training sessions, and CMKG-exclusive resources.

Shopper Insights Training Program, Level 1

This set of courses builds important strategic foundations that help participants better understand the Shopper focus in category management, retail, shopper insights, and shopper marketing.    Who should take this course? Individuals and teams looking for a more strategic approach within shopper insights.  Program Details   Approx. 10 hours course time No prerequisites Includes access to Annual Learning Subscription, including 6, live Virtual Training sessions, 25+ recorded Virtual Training sessions, and CMKG-exclusive resources.

Proficiency In Excel

This accredited program builds your Excel skills, no matter where you are in your learning process to help you become more proficient in developing and analyzing Excel spreadsheets using category management data. Your program is broken into different mini-modules that start with the basics, followed by intermediate and advanced topics. Each mini module includes a how-to video, followed by a workshop where you will complete examples that were taught in the video.  Proficiency In Excel ($149) from CMKG.ORG  

Understanding Retailer Strategy and Category Management 2

This accredited program builds proficiency in the category management process at a deep level, including category definition, roles, strategies, and implementation of the plan.  By moving into more depth about the category management process, you will learn to effectively set up your categories for success through these more detailed foundations in category management. Buy Understanding Retailer Strategy and Category Management 2 ($369) from CMKG.ORG  

Advanced Retailer Understanding

This accredited skill development training program builds proficiency in understanding Retailer's business goals and objectives. Understanding a Retailer’s income statement, product supply measures, and the product supply chain will give you new perspective that you can apply to future decisions and recommendations that you make. Buy Advanced Retailer Understanding ($198) from CMKG.ORG  

Proficiency in Understanding and Using Data 1

Learn about how to use key category management data sources (including panel data, interaction data, retail POS data, scanned sales data), so that you will be confident when using these important data sources in your own work. Buy Proficiency in Understanding and Using Data 1 ($198) from CMKG.ORG  

Proficiency in Understanding and Using Data 2

Learn about the key category management data sources (including retail scanned sales, syndicated, consumer panel, shipment, big data) from a topline perspective, so that you can be confident when using any data sources in your work. Buy Proficiency in Understanding and Using Data 2 ($198) from CMKG.ORG  

Category and Business Insights 1

Learning how to turn data into insights and insights into action can be done in simple yet powerful ways — a truly important skill for sales, marketing, and category management professionals. Buy Category and Business Insights 1 ($198) from CMKG.ORG  

Category and Business Insights 2

Complete health checks on your categories/brands are truly necessary to understand the big picture perspective of overall performance. This includes an in-depth understanding of consumer trends, the economy, competitive environment, and each tactic. A deep understanding will highlight strengths, weaknesses, opportunities, and threats for your categories or brands that may not be apparent from a topline look at the data. Buy Category and Business Insights 2 ($198) from CMKG.ORG  

Assortment & Space Management Skills

This program builds your skills to help you make better recommendations or decisions that affect product assortment and the retailer's shelf through a better understanding of each of these tactics.  Do you ever think how the decisions or recommendations that you make affect product assortment or space management for the retailer (like innovation, product lineup changes, promotion, display)? Learn how to make more strategic decisions or recommendations by better understanding these two important tactics.  Buy Assortment & Space Management Skills ($297) from CMKG.ORG  

Consumer and Shopper Analytics and Insights

This program builds your skills in the area of shopper understanding, with a focus on the retailer's shopper and approaches to market to their shopper. Understanding the Shopper is a priority for most Retailers and Suppliers. By building these skills, you will learn to consider different approaches to understand and reach the Shopper, ultimately creating more effective solutions that result in Shopper satisfaction.  Buy Consumer and Shopper Analytics and Insights ($396) from CMKG.ORG  

Selling Skills 1: Developing Fact-Based Powerpoint & Presentation Skills

Build proficiency in developing compelling PowerPoint presentations using a fact-based approach with logic and flow.  Learn how to take the analytic work you've completed and turn it into a fact-based presentation that looks good, is relevant for your audience, has logic & flow and tells a story. This is where art and science meet. Buy Selling Skills 1: Developing Fact-Based Powerpoint & Presentation Skills ($198) from CMKG.ORG  

Creating Category Reviews to Reflect the Omni-Channel

In today’s world, both retailers and manufacturers must gain a deep understanding of shopper needs and behaviors to better inform their marketing activity. Category reviews focused on a single channel are no longer sufficient to meet changing Consumer and Shopper needs, and this requires organizations to move beyond traditional data sources into some new and exciting territory. In this course learners will see examples of new data, measures and insights that are available for a deeper Shopper understanding and how they affect the category review process. 

Category Management Refresh


*Training Topics, Format, or Audience: CatMan 2.0 Update Organization & Team Solutions VL test
The category management process has changed to reflect more complex data, increasingly complicated technologies, more sophisticated Shoppers, and an evolving retail Omni-Channel. And, as the industry continues to rapidly evolve and present new challenges, your strategic category management approach must adapt to meet the needs of the new Shopper and Omni-Channel. This virtual classroom training will dive into the most important changes to the category management process, the implications they have for your team and for navigating your business into the future, and will provide your team with the skills necessary to implement an effective category management strategy to keep up with this ever-changing industry. This session can be combined with other training topics to create a virtual training series over days, weeks or months. Optimum class size: 10-15 participants Length of session: 120 minutes Cost: Starts at $2,500 USD (includes customized workshops) per session

Working with Limited Data

Despite all the new data sources available in today’s world, many of us still find ourselves in “low data” scenarios, whether it’s in an entire industry, a region, or a category. The good news is that limited data doesn’t mean you can’t do category management — it just means that you have to get more creative and rely more on ad hoc research (like consumer focus groups and insight studies), audit data (like shelf space and number of flyers) and even supplier shipment data (for market information).  This virtual classroom training will give your team the skills to create an effective category management approach in a limited data environment. You'll gain meaningful insights into maximizing data, learn to optimize creative data sources, and better understand the type of collaboration and trust needed between Retailers and Manufacturers. 

Integrating Data and Insights Into Your Sales Stories

With more complex data available, along with the sheer amount of data available (or in some cases very limited data!), our tendency is to present too much data and not enough insights. In this session we'll distinguish between facts and insights and  recognize data points relevant to your specific business situation and to your audience (not just talking about YOU and your brand). This virtual classroom training provides teams with the tools and skills to move from presenting data to creating and presenting insights that tie in with the purpose of the presentation for a more focused and relevant presentation. We will use client data in a specific category to draw insights from based on a business opportunity. Whether you have many robust data sources or are in a limited data environment, we'll create an approach to draw insights through some custom, hands-on workshops using your data. This session can be combined with other training topics to create a virtual training series over days, weeks or months. Optimum class size: 10-15 participants Length of session: 120 minutes Cost: Starts at $2,500 USD (includes customized workshops) per session

Collaboration and Joint Business Planning

Project missteps and misunderstandings often arise when there's a lack of effective collaboration between partners. Without a framework in place to foster collaboration, individuals often end up with different goals and expectations, resulting in wasted time, energy, and resources.  This virtual classroom training provides learners with the key skills to enable successful collaboration between both internal and external partners. Through a comprehensive understanding of joint business planning, participants are able to implement JBP strategies to solve their customers' key business issues, navigate expectations and next steps, and become more effective consultative category professionals.  This session can be combined with other training topics to create a virtual training series over days, weeks or months. Optimum class size: 10-15 participants Length of session: 120 minutes Cost: Starts at $2,500 USD (includes customized workshops) per session

Category Management in eCommerce and the Omni-Channel

As more industries move their sales and business online, cultivating skills to successfully navigate the eCommerce space is now more important than ever. Luckily, with the right tools and training you can easily open up opportunities in the online sphere and adapt brick and mortar category management strategies for the eCommerce space.  This virtual classroom training explores the new eCommerce landscape, the challenges you'll face, and how to extend category management strategies beyond brick and mortar to ensure your success and increased Shopper satisfaction.  category management in ecommerce and the omni-channel This session can be combined with other training topics to create a virtual training series over days, weeks or months. Optimum class size: 10-15 participants Length of session: 120 minutes Cost: Starts at $2,500 USD (includes customized workshops) per session

Developing and Delivering Your Presentation


*Training Topics, Format, or Audience: Presentations Organization & Team Solutions Virtual Learning
While we spend a great deal of time analyzing data and drawing insights, rarely do we put the same time, energy, and consideration into building the presentation — from visuals to flow to story. By building a sleeker and more compelling presentation, individuals are more likely to get people to say "yes" to their ideas. This virtual classroom training helps learners prepare and develop captivating presentations by pinpointing where they can improve storytelling, how to better translate their ideas into visuals, and increase engagement with their audience. This session can be combined with other training topics to create a virtual training series over days, weeks or months. Optimum class size: 10-15 participants Length of session: 120 minutes Cost: Starts at $2,500 USD (includes customized workshops) per session

How To Create Compelling Sales Stories Using Storyboards


*Training Topics, Format, or Audience: Presentations Organization & Team Solutions Virtual Learning
Does your team struggle with creating a great presentation with logic & flow? So many of us dive right into PowerPoint to create our presentations without mapping out the purpose of the presentation, thinking about the audience perspective, identifying opportunities and creating the key insights to sell the idea.  In this session, students learn how to outline their sales  presentation prior to going into PowerPoint to create their slides using a storyboarding template. We walk through each element of the storyboard using a case study example based on an existing or past sales opportunity for the client that students will work on. This highly rated virtual classroom training provides teams with the skills and tools to craft better presentations through storyboarding that clearly define goals, draw insights, and identify opportunities for both their team and clients. It can be a game changer for many sales teams. This session can be combined with other virtual training topics to create a "Developing and Delivering a Fact-Based Sales Story for Improved Business Results" virtual training program that walks through a series of sessions over days, weeks or months. Optimum class size: 10-15 participants Length of session: 120 minutes Cost: Starts at $2,500 USD (includes customized workshops) per session

Category Management Training Program, Level 4 Master’s

The Category Management Master's Series is a set of 12 virtual courses (recorded) with information about CatMan 2.0™ that will impact individuals’ day-to-day and futures role using an updated, advanced category management process. Get yourself or your team ready with topic-based recorded virtual courses that help learners apply new & refreshed Catman 2.0 principles through examples, strategies and tips. Who should take this program? Category management practitioners, analysts, sales, marketing and other roles who want to move to more advanced. What will I learn? How each topic is, or will be, affected by changes in the industry, Shopper, and CatMan 2.0. How to incorporate the most relevant topics into participants existing category management framework. How to apply new concepts in day-to-day work. How to speak to one’s manager, peers, and customers about the changing dynamics across different topics with clarity and understanding. How to determine which topics are the biggest priorities and opportunities for learners and their role. 

Category Management Training Program, All Courses

This category management training program gives you access to all of our accredited and non-accredited category management courses at the Foundational, Intermediate and Advanced levels, plus an additional 6 non-accredited courses.  Learn everything you possibly can about category management in this expanded set of accredited and non-accredited courses. If you are serious about category management and want to become proficient at all levels, this program is ideal for you, and gives you the best bang for your buck. An "all course access" gives you access to 34 courses (29 accredited and 5 non-accredited), with two years access to the full program in our Online Training & Resource Center. Buy All Course Category Management Training Program ($2,149) from CMKG.ORG