#361. Ingo Reinhardt, CEO of Buynomics, Matt Pringle and Brian Knighton of Dr.Oetker: RGM, the impact of AI, Sales Execution, Avoiding Analysis Paralysis

Ingo Reinhardt is CEO and co-founder of Buynomics and author of The Pricing Playbook (find it here: https://www.buynomics.com/the-pricing-playbook-wiley-buynomics)  and Matt Pringle and Brian Knighton are Commercial Capabilities Managers at Food Leader Dr. Oetker (famous for their frozen pizzas!). In this live recording from London during Buynomics’ RGM Leaders Forum, Ingo, Matt and Brian join us to discuss why RGM exists, how Dr. Oetker uses Buynomics to predict how shoppers react to price and portfolio changes, and where AI helps and where human judgment still matters.

Tune in to hear about:

• Why RGM was born: getting price, promotion and portfolio decisions out of separate teams
• How “virtual shoppers” can show what happens to a single and a four-pack when you launch a two-pack
• How Dr. Oetker assessed RGM maturity across 32 markets, found pockets of excellence, and chose to focus on price and promotion with Buynomics
• Why retailers, not brands, set the shelf price, and how joint value creation shapes the conversation
• Why more data brings the risk of analysis paralysis, and why teams need to be obsessed with execution
• How AI agents can clean data and run analyses that used to take a consulting project
• What strong RGM teams have in common, and why the biggest mistake is doing nothing