How to capture hidden value in FMCG and Retail
Revenue Growth Management
The definitive guide to one of the most commercially powerful disciplines in consumer goods — now available in print.
Most organisations leave significant value sitting between gross and net revenue — in pricing, promotions, pack architecture, and trading terms. Written by Jelle de Jong and Danilo Zatta, this book gives commercial leaders a practical framework to find it, measure it, and capture it systematically.
About the Book
The operating system for commercial growth
Revenue Growth Management spans pricing strategy, pack architecture, promotions, trading terms, channel mix, and commercial data — but in most organisations these are managed in silos, with no common framework connecting them.
This book brings together the key pillars of RGM in one place. For each, Jelle de Jong and Danilo Zatta explain what world-class practice looks like, why it matters commercially, and how leading FMCG companies have put it into action. It is a practical reference as much as a strategic guide.
Written for commercial leaders who want to understand RGM in full — not just the parts their function already owns.
RGM is not about more control. It is about more clarity. Not about more data, but better dialogue.
What the Book Covers
Nine dimensions of commercial maturity
From foundational pricing principles to the systems and routines that make RGM stick — the book covers every dimension of a high-performing commercial capability.
How mature is your RGM capability — really?
Take our free 10–15 minute diagnostic and benchmark your organisation across all nine commercial dimensions from the book.
The Core Argument
RGM is a team sport
Commercial value only appears when functions stop working in silos. The book shows how to align four disciplines around a single growth system.
Praise for the Book
Endorsed by the leaders who run the world's biggest commercial engines
This book is a must read: Revenue Growth Management is a strategic imperative and this book provides the knowledge to secure a lasting competitive advantage.
"Hidden in plain sight!" One of the biggest drivers of value creation in any organisation — it should be front and centre of every well-run company board. Jelle and Danilo have nailed it.
In the consumer goods industry Revenue Growth Management is undervalued. Its benefits can be huge and relatively easy to achieve — essential reading for those willing to improve in the area.
Danilo and Jelle distil complex concepts into clear, actionable guidance for FMCG and beyond. This is the essential guide to mastering RGM — just read, absorb, and apply.
Revenue Growth Management is at the core of every successful FMCG company. This book arms your team with the fundamentals and capabilities to embark on the RGM journey.
Revenue management is the single largest profit lever in any organisation. Jelle and Danilo make it a discipline rather than an art form — a must read for all commercial leadership.
