CPG giant gets customized CRM; Solution helps sales, marketing work together on promo plans.(Special Report)

Byline: KAREN J. BANNAN

Consumer packaged-goods manufacturer Colgate-Palmolive Co. has a wide variety of customers, ranging from large discount clubs such as Sam's Club to individual distributors. Its sales and marketing efforts are tailored to each specific channel, which is why when Ken Agena, the company's director of global demand chain development, went looking for a CRM program. He wanted something that was a little more specific than a plain vanilla package. He found what he was looking for in a version of SAP's CRM 4.0 with Trade Promotion Management designed specifically for the consumer products industry.

`Creating a goal'

SAP's package is a first for New …