Lawrence Whittle, CEO of M-Factor, discusses the very challenging environment facing business leaders and the best way for consumer goods companies to get huge value, quickly and without increasing overall spending. He describes how the three elements of understanding, predicting, and optimizing work together in the creation and updating of marketing plans suited for current market conditions. This includes setting a pricing strategy that works across brands, locations, and channels. It also includes evaluating trade promotions in consideration of realistic distribution assumptions. Total running time: 5 minutes and 38 seconds. Listen Now