Why Most Joint Business Plans Underwhelm — And What to Do
About It
Modern Trade, E-commerce, and Key Accounts have become expensive and increasingly complex to manage. Every year, the costs go up — but outcomes don’t always follow. If you’ve ever walked out of a Joint Business Planning(JBP) meeting thinking, “That was a checklist, not a growth plan” — you’re not alone.
But here’s the truth: JBP is still one of the most powerful tools we have — if done right.
At ZA Consulting, we’ve seen that overcoming spiralling spend and fragmented execution begins with a structured, value-oriented approach.
Introducing The ZA Consulting PARTNERS Framework
P – Performance-Linked Investments
Tie every rupee spent — trade schemes, visibility, digital — to clear, measurable outcomes (volume, shelf share, new user acquisition). Let past performance shape future allocation.
A – Accountable Visibility
No more passive spend. Visibility should come with specific facings, planograms, digital placements — and audit trails. No results, no payouts. Pay only for visibility that delivers — insist on audits, real facings, and planogram compliance.
R – Right Channel Role
Each channel needs a distinct job: MT for trial, Ecom for reach & assortment, GT for width. Avoid overlapping spends — don’t reward history, reward strategy.
T – Targeted Promotions
Stop chasing more promotions. Instead, run fewer, sharper, data-backed campaigns. Ask for analytics support and clear objectives from the start. Don’t chase noise, aim for lift.
N – Negotiated Commercial Terms
Move from volume slabs to value-based deals: growth over base, premium mix lifts. Negotiate pay-for-performance clauses — visibility only after execution, payouts only after throughput.
E – Efficiency Initiatives (Joint)
Push for co-investment in supply chain improvements, shared last-mile, joint forecasting, even CRM or loyalty integration. Efficiency isn’t a solo sport.
R – Rationalized SKU Strategy
Declutter low-ROI SKUs. Focus on high-margin, fast-movers to improve per-unit contribution. You’re paying to list — make it count.
S – Strategic Partnerships
Think beyond discounts. Co-create exclusive SKUs, shopper journeys, joint innovation pipelines. Retailers want partners, not just price-pushers.
Remember: JBP is not just a planning tool. It’s your Partnership Amplifier.
Bring PARTNERS to the table, and your retail strategy will stop leaking money — and start gaining ground.
Let’s move from planning to partnering. From spending to succeeding.