List of SAP Trade and Promotion Management Customers
SAP
Dietmar-Hopp-Allee 16,
Walldorf, 69190,
Germany
Walldorf, 69190,
Germany
49 6 2277-47474
Professional Services
110650
$42.3B
Since 2010, our global team of researchers has been studying SAP Trade and Promotion Management customers around the world, aggregating massive amounts of data points that form the basis of our forecast assumptions and perhaps the rise and fall of certain vendors and their products on a quarterly basis.
Each quarter our research team identifies companies that have purchased SAP Trade and Promotion Management for Marketing Automation from public (Press Releases, Customer References, Testimonials, Case Studies and Success Stories) and proprietary sources, including the customer size, industry, location, implementation status, partner involvement, LOB Key Stakeholders and related IT decision-makers contact details.
Companies using SAP Trade and Promotion Management for Marketing Automation include: Carrefour, a France based Retail organisation with 234750 employees and revenues of $101.16 billion, Henkel USA, a United States based Manufacturing organisation with 8000 employees and revenues of $6.00 billion, Flowers Foods, a United States based Consumer Packaged Goods organisation with 10200 employees and revenues of $5.10 billion, Muller UK, a United Kingdom based Consumer Packaged Goods organisation with 5930 employees and revenues of $3.27 billion, Premier Foods, a United Kingdom based Consumer Packaged Goods organisation with 4000 employees and revenues of $1.52 billion and many others.
Contact us if you need a completed and verified list of companies using SAP Trade and Promotion Management, including the breakdown by industry (21 Verticals), Geography (Region, Country, State, City), Company Size (Revenue, Employees, Asset) and related IT Decision Makers, Key Stakeholders, business and technology executives responsible for the CRM software purchases.
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| Logo | Customer | Industry | Empl. | Revenue | Country | Vendor | Application | Category | When | SI | Insight |
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Carrefour | Retail | 234750 | $101.2B | France | SAP | SAP Trade and Promotion Management | Marketing Automation | 2020 | n/a |
In 2020 Carrefour implemented SAP Trade and Promotion Management within its Marketing Automation portfolio. The SAP Trade and Promotion Management deployment was positioned inside Carrefour’s SAP landscape and associated with the company’s SAP S/4HANA competence center, with operational oversight covering France and group level operations.
The implementation of SAP Trade and Promotion Management focused on standard trade promotion capabilities, including promotion planning and campaign management, budgeting and accrual handling, promotion claims and settlement workflows, and embedded analytics for promotion performance. Configuration emphasized promotion lifecycle automation and orchestration of rebate and pricing rules consistent with Marketing Automation functional workflows.
Integrations were centered on SAP S/4HANA for master data, financial postings, and inventory flows, and the solution operated alongside Carrefour’s SAP TMA for application run management and SLA monitoring. The program also included SAP archiving work as part of the broader SAP operations footprint.
Governance and operational ownership were managed through Carrefour’s SAP competence center, led by a Delivery Manager responsible for FI CO, MM SD, SAP Basis, and ABAP expertise, and for management of the SAP TMA across France and the group. Run governance covered change of service provider activities, run budget management including ordering and invoice reconciliation, and enforcement of SLAs, aligning Trade and Promotion Management processes with finance, commercial, category management, and retail operations.
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Ferrero UK | Manufacturing | 286 | $599M | United Kingdom | SAP | SAP Trade and Promotion Management | Marketing Automation | 2017 | n/a |
In 2017, Ferrero UK implemented SAP Trade and Promotion Management as part of its Marketing Automation footprint to centralize trade promotion planning and claims processing for the UK business. The deployment supported the Greenford Head Office and daily operational workflows for forecasting, planning, order and delivery reconciliation, and trade promotion lifecycle management.
The implementation emphasized SAP Trade and Promotion Management functional modules for trade promotions and claims management, integrated with SAP CRM capabilities for material reference master data creation and promotion configuration. Operational responsibilities included daily extraction and broadcasting of BI reports for forecasting and planning, daily extraction of open orders and deliveries from SAP ECC, and hands on support for promotion and claims use cases. Unit testing in QA and structured User Acceptance Testing using scripted scenarios were part of the configuration and validation approach.
Integration points were operated through SAP ECC and SAP PI for EDI interfaces, with BI reporting feeds consumed by traders and demand planners. Ongoing operations included daily SAP ECC and PI monitoring of EDI interfaces, ticketing and incident management logged in SAP Solution Manager, and escalation collaboration with colleagues in Luxembourg for cross‑border governance.
Governance and rollout controls combined business workshops to align stakeholder expectations, scripted testing and UAT engagement with end users, and day to day systems support to remediate promotion, claims and interface issues. The program focused on embedding promotion lifecycle workflows into SAP Trade and Promotion Management, establishing master data controls in CRM, and sustaining operational monitoring through Solution Manager and PI interface checks.
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Flowers Foods | Consumer Packaged Goods | 10200 | $5.1B | United States | SAP | SAP Trade and Promotion Management | Marketing Automation | 2019 | n/a |
In 2019, Flowers Foods implemented SAP Trade and Promotion Management to centralize trade promotion planning across Flowers Foods and subsidiaries. SAP Trade and Promotion Management was deployed as the Marketing Automation layer supporting promotion lifecycle management for marketing, sales, and finance functions.
The implementation focused on core Trade and Promotion Management capabilities including promotion planning, trade spend budgeting, claims management, forecast modeling, and promotion analytics. Configuration work emphasized promotion calendars, budgeting controls, settlement logic, and scenario planning consistent with TPM best practices.
The SAP Trade and Promotion Management deployment was integrated with SAP BW4HANA for consolidated reporting and data warehousing and with BW-IP planning for promotional scenario modeling and allocation. Data flows aligned promotion master data, transactional promotion activity, and planning results into BW4HANA to enable enterprise analytics across the Flowers Foods organization.
Operational governance included centralized approval workflows and formalized promotion planning cycles across marketing, sales, and finance for Flowers Foods and subsidiaries. A dedicated SAP BW4HANA/TPM/BW-IP Planning lead developer has supported configuration and ongoing planning development since April 2019, sustaining technical ownership and iterative planning enhancements.
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General Mills UK | Consumer Packaged Goods | 287 | $392M | United Kingdom | SAP | SAP Trade and Promotion Management | Marketing Automation | 2015 | n/a |
In 2015 General Mills UK implemented SAP Trade and Promotion Management as its Marketing Automation application to manage trade promotions and to account for trade expenditure and investments. The deployment centers on SAP CRM-TPM capabilities and is positioned to support sales and finance functions that own trade spend on the company P&L across retail accounts.
Implementation work focused on core trade promotion workflows typical of SAP Trade and Promotion Management, including promotion planning, trade funding configuration, accrual and settlement accounting, and execution controls for promotional activity. The TPM environment was paired with functional work streams that produced BRD and functional specifications, continuous systems testing, and iterative enhancements driven by a TPM analyst role that supports system configuration and innovation.
Integrations are explicitly implemented between SAP CRM-TPM and SAP ECC, SAP BW and SAP APO, with testing conducted across CRM and these interfacing systems to validate financial posting, reporting feeds and supply chain signal alignment. Operational coverage extends to multiple global markets, with the TPM analyst supporting country markets and collaborating remotely with stakeholders via virtual meetings.
Governance and rollout practices emphasize cross-functional workshops and Agile delivery, with TPM analysts partnering with project managers and business stakeholders to elicit requirements, produce documentation, and conduct end to end testing across CRM and its interfaces. The implementation narrative positions General Mills UK SAP Trade and Promotion Management Marketing Automation as an operational tool for centralized trade promotion management, integrated financial accounting and multi-country support.
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Henkel USA | Manufacturing | 8000 | $6.0B | United States | SAP | SAP Trade and Promotion Management | Marketing Automation | 2017 | n/a |
In 2017 Henkel USA implemented SAP Trade and Promotion Management as part of its Marketing Automation capabilities to standardize trade promotion processes. Martin Reinicke of Henkel Beauty Care described how SAP Trade and Promotion Management helps Henkel to adapt to a rapidly changing market by enabling them to manage trade promotions quickly and easily.
The implementation concentrated on functional modules typical for trade promotion management, including promotion planning and calendar management, budgeting and approval workflows, execution orchestration, and claims reconciliation. SAP Trade and Promotion Management was configured to provide a centralized promotion catalog and workflow automation to reduce manual coordination between commercial teams. These modules reflect Marketing Automation functionality oriented toward commercial campaign orchestration and promotion lifecycle control.
Operational scope emphasized sales and trade promotion teams within Henkel USA and cross functional alignment with marketing and finance processes. The solution provided a single system for planning, approving and executing promotions, enabling handoffs between commercial planning and execution teams. Integration points were framed to align promotion data with order and billing processes, preserving transactional consistency across commercial operations.
Governance was adjusted to standardize promotion lifecycle controls, approval gates and centralized record keeping to accelerate decision cycles and enforce budgeting discipline. Henkel reported that the SAP Trade and Promotion Management deployment enabled faster response to market changes and simpler management of trade promotions, consistent with the companys sales process innovation goals.
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Consumer Packaged Goods | 3500 | $1.0B | United States | SAP | SAP Trade and Promotion Management | Marketing Automation | 2013 | n/a |
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Consumer Packaged Goods | 5930 | $3.3B | United Kingdom | SAP | SAP Trade and Promotion Management | Marketing Automation | 2012 | n/a |
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Consumer Packaged Goods | 4000 | $1.5B | United Kingdom | SAP | SAP Trade and Promotion Management | Marketing Automation | 2011 | n/a |
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Consumer Packaged Goods | 2644 | $832M | United Kingdom | SAP | SAP Trade and Promotion Management | Marketing Automation | 2016 | n/a |
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Consumer Packaged Goods | 500 | $228M | United Kingdom | SAP | SAP Trade and Promotion Management | Marketing Automation | 2019 | Wipro |
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Buyer Intent: Companies Evaluating SAP Trade and Promotion Management
ARTW Buyer Intent uncovers actionable customer signals, identifying software buyers actively evaluating SAP Trade and Promotion Management. Gain ongoing access to real-time prospects and uncover hidden opportunities. Companies Actively Evaluating SAP Trade and Promotion Management for Marketing Automation include:
- Allianz, a Germany based Banking and Financial Services organization with 156626 Employees
Discover Software Buyers actively Evaluating Enterprise Applications
| Logo | Company | Industry | Employees | Revenue | Country | Evaluated | ||
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FAQ - APPS RUN THE WORLD SAP Trade and Promotion Management Coverage
SAP Trade and Promotion Management is a Marketing Automation solution from SAP.
Companies worldwide use SAP Trade and Promotion Management, from small firms to large enterprises across 21+ industries.
Organizations such as Carrefour, Henkel USA, Flowers Foods, Muller UK and Premier Foods are recorded users of
SAP Trade and Promotion Management for Marketing Automation.
Companies using SAP Trade and Promotion Management are most concentrated in Retail, Manufacturing and Consumer Packaged Goods, with adoption spanning over 21 industries.
Companies using SAP Trade and Promotion Management are most concentrated in France, United States and United Kingdom, with adoption tracked across 195 countries worldwide. This global distribution highlights the popularity of SAP Trade and Promotion Management across Americas, EMEA, and APAC.
Companies using SAP Trade and Promotion Management range from small businesses with 0-100 employees - 0%, to mid-sized firms with 101-1,000 employees - 30%, large organizations with 1,001-10,000 employees - 50%, and global enterprises with 10,000+ employees - 20%.
Customers of SAP Trade and Promotion Management include firms across all revenue levels — from $0-100M, to $101M-$1B, $1B-$10B, and $10B+ global corporations.
Contact APPS RUN THE WORLD to access the full verified SAP Trade and Promotion Management customer database with detailed Firmographics such as industry, geography, revenue, and employee breakdowns as well as key decision makers in charge of Marketing Automation.