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Commercial Effectiveness Many companies allocate A&P investments based on a percentage of sales, which brand team makes the best annual presentation or based on the prior year. Senior management is typically in the position of making sure all the potential recipients of investment monies are treated fairly, with the largest product or service receiving the largest investment.
Axia works with corporate leaders to understand the effectiveness of each type of sales and marketing activity. Through rigorous modeling, analysis and primary research, the ROI of each activity for each brand is calculated in the context of the "lifetime value" of the customer and attractiveness of the product market going forward.
Building on this foundation, we help clients design and implement a plan to invest in sales and marketing more effectively. Our zero sum budgeting approach helps clients understand the importance of sustainability and successful implementation, leading to the desired outcome of profitable growth. | 
