If annual planning feels complicated, you need a global source of truth

It’s that time of year again: annual budget planning. For global brands, this process is more complex, and more consequential, than ever. Market fragmentation, channel proliferation, and inconsistent data sources mean that even the best plans can quickly unravel. If you’re still relying on spreadsheets from regional teams or incomplete data from disparate sources, you’re likely missing the full picture and risking misaligned investments.

Why a global source of truth matters

Global brands operate in a world where every market, category, and channel is distinct. Yet too often, annual planning is hamstrung by mismatched reports and inconsistent definitions. One region’s “online sales” may include marketplace volume, another’s may not. Some teams have access to omnichannel data, while others only see store-based results. By the time these numbers reach global leadership, they’re patchwork at best, making it impossible to compare apples to apples, prioritize investments, or set realistic growth targets.

A global source of truth is the antidote. It means having a single, unified dataset that covers every country, retailer, channel, and category you compete in. With one consistent view, you can benchmark performance, identify your biggest opportunities, and allocate resources with confidence.

The building blocks of smarter annual planning

A robust annual plan starts with a clear-eyed assessment of all the factors that drive your business, supported by a global data source of truth:

• Markets: Which countries represent the largest near-term revenue pools? Where is category or channel growth outpacing the average?

• Categories: How big is your category in each market, and how has it evolved over time? What’s the future growth trajectory, and which sub-categories are emerging?

• Channels: What’s the right mix of pureplay, omnichannel, and quick commerce for your brand? Are there shifts in consumer behavior or retailer strategies that you need to anticipate?

• Retailers: Which platforms should you prioritize for share gains? Are there new players disrupting the landscape?

• Business models: Should you double down on direct-to-consumer, invest in third-party marketplaces, or expand with new retail partners?

• Competitive dynamics: Where are your rivals over- or under-investing, and what white space can you claim?

Without a unified data framework, answering these questions is guesswork. With one, you can build a plan that’s both ambitious and executable. But having all of this data isn’t the only piece of the puzzle.

Turning global data into brand-specific action

The cornerstone of effective planning is knowing the “size of the prize” - not just globally, but for your unique portfolio in every market, retailer, and channel.

Flywheel’s Consulting team specializes in building annual planning recommendations customized to your brand and your goals, powered by insights from our Retail Insights platform. Our team focuses on the most critical questions:

• Where is the true growth opportunity for your category?

• Which markets are biggest, and which are accelerating fastest?

• What’s the optimal split between online, omnichannel, and quick commerce?

• Which retailers and platforms offer the highest ROI?

• What business models will deliver sustainable, profitable growth?

Our Retail Insights platform aggregates, harmonizes, and models data across 2,300+ retailers in over 100 markets - providing a unified, holistic framework that supports consistent, brand-relevant planning at every level.

With these insights, you can build an annual plan that is laser-focused, investment-ready, and tailored to the realities of each market. A “one-size-fits-all” strategy no longer cuts it and leaves too much value on the table.

Looking to identify your biggest opportunities and build a plan tailored to your category, channels, and markets - all backed by a global source of truth?

Let’s connect and make sure your investments go where they’ll have the greatest impact.

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