Cross-functional misalignment hinders consumer packaged goods companies' ability to keep pace as they scale revenue growth management, even as organizations ramp up artificial intelligence experimentation, indicating that experimentation outpaces execution.
This is the key finding of Buynomics' Future of RGM Report 2027, a global study of 107 commercial leaders conducted July 8 through Aug. 27, examining how CPG organizations make commercial decisions amid slowing price-led growth and rising private-label competition.
For the second consecutive year, 56% of respondents identified cross-functional misalignment as the primary barrier to scaling RGM, down from 63% in 2026. In addition, 51% cited conflicting priorities or key performance indicators across functions as a barrier to implementing previously made RGM recommendations.
"Better models don't drive better decisions, but decision rights do," Ilia Keshishev, global RGM lead at Danone, said in a statement. "The bottleneck is in conversion, not the analysis: 51% of respondents point to conflicting KPIs across functions and 48% to retailer constraints. A sound recommendation stalls not because the analysis is weak, but because ...