Profitable Sustainable Growth
Your Portfolio Is Your Biggest Lever.
Treat It Like One.
Most organizations have a clear growth strategy on paper: which brands to prioritize, which markets to win, and how to allocate resources across their brand portfolio. Where it breaks down is in execution: marketing budgets end up being driven by silos and history rather than strategic priorities. Profitable Sustainable Growth bridges that gap, connecting strategy to marketing budget allocation decisions through data and AI.
- Build a single, comparable ROI view across brands, markets, and categories
- Run scenario-based reallocations in minutes, not weeks
- Align global and local teams around one source of truth
The Strategy Is Clear on Paper.
The Allocation Rarely Reflects It.
Most organizations already track performance brand by brand, market by market. What they lack is a consistent, scalable way to turn that data into marketing budget allocation decisions, across brands, markets, categories, and geographies simultaneously.
Budgets Are Built Locally, Not Steered Globally
Brand by brand, country by country, budget allocation decisions are made in silos with different tools, different assumptions, and sometimes different definitions of success. The result: no shared fact base at group level and no real strategic steering.
Media and Trade Costs Keep Rising. Budgets Don't.
Flat A&P envelopes meet inflating advertising and promotional costs every year. Without a clear view of where the next euro creates most value, organizations default to protecting last year's plan, compressing margins instead of rebalancing toward profitable growth.
Portfolio Complexity Outpaces Decision Speed
Dozens of brands, dozens of markets, multiple categories. Annual cycles. Static spreadsheets. Long debates. Over- and under-investment often isn't detected until it's too late to correct, and marketing budget decisions don't translate into actual portfolio optimization.
A Marketing Portfolio Decision Capability,
Not Just a Planning Tool
Traditional brand portfolio reviews produce presentations. Profitable Sustainable Growth produces decisions. Embed scenario-based allocation directly into your planning governance with Ekimetrics and turn your portfolio into a steerable asset.
Quantify trade-offs instead of debating them qualitatively
Run portfolio optimizations at key moments in the cycle: annual, mid-year, in-year
Make scenarios exportable and governance-ready
Share unified ROI view across the full brand and market matrix
Diagnose Portfolio Performance
Know where you stand before you decide where to go.
Access a consolidated, comparable view of investment and ROI across all your brands, markets, and categories, in one place. Identify where you're over-invested, where you're under-invested, and what's driving the gap.
- Map A&P spend versus ROI across your full portfolio
- Visualize over- and under-invested pockets of growth
- Compare performance across regions, categories, and brands and markets with a consistent lens
- Build the shared fact base your C-suite needs to align on priorities
Ground Marketing Allocation in Business Reality
Strategy lives at the top. Execution lives in the details. Connect both.
Translate your strategic priorities (must-win brands, market share ambitions, growth outlook, category dynamics) into concrete marketing portfolio optimization guardrails. So the budget allocation decisions you run actually reflect how your business works.
- Set category- and geography-specific market assumptions
- Define brand-level growth targets and investment priorities directly in the tool
- Encode business constraints: retailer commitments, profitability floors, brand portfolio rules
- Refine your strategic inputs over time without recreating the process from scratch
Quantify Cross-Brand Trade-offs with Scenario-Based Allocation
Move from "discussion" to "decision", with numbers, not opinions.
Run optimized budget allocation scenarios under real business constraints and compare them. Test what happens when you shift marketing budgets across brands or markets. Make the trade-offs visible before you commit.
- Configure and run scenario planning across the full brand × geography × category matrix
- Compare scenario outcomes against your initial plan or another one
- Simulate scenario-based reallocations at key moments: annual trade planning, mid-year media reviews, in-year pivots
- Iterate quickly to converge on an optimal marketing spend allocation
Align Global and Local Teams Around One Source of Truth
The best tool doesn't win on features. It wins on governance.
Give global and local teams a shared workspace to review scenarios, suggest adjustments, and validate marketing budget decisions, without endless back-and-forth in spreadsheets. Build the process that makes budget allocation decisions stick.
- Share optimization scenarios between group and market teams
- Iterate on scenarios with structured commenting and version tracking
- Avoid back-and-forth Excel exchanges with a transparent, auditable decision workflow
- Export governance-ready outputs for leadership reviews and cascade into local planning
Platform + Services. Because Technology Alone Doesn't Change Decisions.
Profitable Sustainable Growth combines an AI decision platform with structured expertise, so the tool fits the way your organization actually makes decisions, and adoption sticks beyond Year 1.
- Business and strategy alignment: Translate strategic priorities into marketing portfolio optimization inputs, aligned across brands, markets and regions
- Decision governance: Design the scenario planning cadence and governance model that makes scenarios actionable at group and local levels
- Enablement and adoption: Embed the decision platform into your annual and in-year cycles through training, coaching, and scenario workshops
Powered by Eki.Decisions
Marketing spend allocation only delivers when it connects to your business’s growth strategy, not in isolation.
Connect your A&P marketing budget decisions to your broader commercial planning with Eki.Decisions, ensuring every reallocation is grounded in how your business actually creates value, and that the logic scales across brands, markets, regions, and planning cycles.
From Portfolio Decisions to Enterprise Impact
Establish how marketing drives performance across channels and markets with Marketing Mix Modeling, the shared fact base behind every budget allocation decision. Ensure that decision logic scales across your business, thanks to Eki.Decisions.
Marketing Effectiveness
Establish a shared understanding of how marketing drives your business outcomes with Marketing Mix Modeling, enabling confident decisions across your organization.
Customer Value Orchestration
Create a shared logic for who to engage, when, and why. Align actions across your teams and channels turning engagement into measurable value.
Revenue Growth Management
Evaluate price, promotion, and investment trade-offs to keep your growth profitable at scale.