132. Trade Funding’s Blind Spot: The Customer
47m | Aug 19, 2026Are retailers and CPGs wasting trade dollars by measuring the wrong things? Courtney Adams, Kate McCormick, and Gary Hawkins explore how retailers and CPGs can move beyond traditional trade spend and focus on measurable customer growth. From customer lifetime value to AI and better measurement, they discuss what it takes to put the customer at the center of every investment.

The Retail Perch
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