Turn trade budgets into controlled investments

 

Allocate, commit, and reconcile every trade fund on one shared commercial truth.

 

The Funds module helps CPG teams stay in control of trade budgets by providing clear visibility into committed, spent, and remaining funds, directly linked to commercial activities and the Revenue Plan.

See how it works
Visualfabriq trade fund management interface showing budgets, allocations and customer investments

Trade funds should provide control, not uncertainty

  • Budgets are tracked outside the system, relying on spreadsheets and manual updates

  • Committed, spent, and remaining funds are unclear, leading to overspend or unused budget

  • Fund usage is disconnected from commercial activities, obscuring accountability

  • Governance depends on process, not enforcement, increasing risk and audit effort

 

The result: delayed decisions, budget leakage, and limited confidence in trade spend control.

CPG commercial and finance team reviewing trade fund budgets and investment allocations

End‑to‑end control over
trade funds

Create and manage funds flexibly

Set up lump-sum or relative funds, linked to customers, products, and time periods. Every fund reflects how your business actually structures trade investment, not a generic template.

Allocate funds with confidence

Assign funds directly to promotions, contracts, and marketing activities, always knowing what remains available. You commit budget knowing exactly what is left, instead of finding out after the fact.

See it in action
Track usage in real time

See committed, spent, and remaining funds update continuously as plans and actuals evolve. You always know where every trade dollar stands, long before month-end forces the question.

Enforce governance by design

Apply approval workflows, guardrails, and audit trails directly in the system. Every fund stays within its limits automatically, so control never depends on someone remembering to check.

And because every fund traces back to the commercial activity that used it, you always know exactly where your trade budget went and why.

A governed foundation with insight that deepens over time

 

The Funds module provides a deterministic, transparent foundation for trade budget management — grounded in approved plans and continuously updated usage.

Agentic AI (Assistant Mike) builds on this foundation by monitoring fund health, surfacing risks, and guiding attention — but does not create or allocate funds.

One solution. Two ways of working

Funds module without agentic AI

 

  • Creation and management of lump-sum and relative trade funds, so every fund matches how your business actually structures trade investment, not a generic template.

 

  • Real-time visibility into committed, spent, and remaining budgets, so you always know what is left before you commit another dollar.

 

  • Direct allocation of funds to commercial activities, so spend is tied to the promotion, contract, or activity that used it, not left to guesswork.

 

  • Clear approval workflows and full auditability, so your team stays in control and every fund decision can be traced back and stood behind.

Funds module with Assistant Mike

 

  • Continuous visibility into fund utilization and remaining headroom, with attention guided to where budget is actually at risk.

 

  • Early signals when funds risk overspend or under-utilization, with clear indications of where action is needed while there is still time to act.

 

  • Faster preparation for reviews, with fund usage already explained, so time goes into decisions rather than assembling the numbers.

 

  • Context linking fund usage to promotions, pricing, and revenue impact, so budget decisions reflect the full commercial picture, not just the balance left in the fund.
 

Same foundation. No duplication.

 

Same funds. Same data. Same commercial and financial context. Whether used with or without Assistant Mike, everything runs on one unified system. You don’t reconcile budgets across tools. You don’t manage parallel versions of the truth. You simply add agentic commercial intelligence on top of a controlled core.

 

That foundation ensures:

 

  • Always‑current visibility into trade budgets
  • Earlier intervention before overspend occurs
  • Value that compounds as fund discipline improves over time
  • Enterprise‑grade governance through one unified control layer

Visualfabriq trade fund management dashboard showing budget control, fund status and trade investments

Compound value over time

As more plans, allocations, and actuals flow through the system, you get value from the first cycle, start where the return is highest, and add capability as your priorities grow. That means payback comes early as the system grows with you instead of being rebuilt around you:

  • Budget accuracy improves as commitments are tracked consistently
  • Decision quality improves as teams act with full fund visibility
  • Overspend risk decreases as guardrails are enforced earlier
  • Financial confidence improves as surprises are eliminated

Assistant Mike helping CPG teams manage trade funds and investment decisions

 

Commercial manager reviewing trade budgets and customer investments

One system, built to grow with you

 

The Funds module combines flexibly with any other Visualfabriq module, applying spend limits as enforced guardrails or as informative visibility, depending on how your business wants to work. Start where it matters most and extend over time, without breaking how budgets and commercial decisions connect.

This is what makes it a true single source of truth for trade budgets, not by integration, but by design:

  • Committed, spent, and remaining funds consistent across planning, execution, and review
  • One budget control foundation, one permission and governance layer
  • All changes traceable, explainable, and auditable

 

Less risk. Greater accountability. Trade budgets that steer, not surprise.

Because fund control only works when what is planned, committed, and spent all align.

Agentic AI does not control budgets.
It helps teams stay within them.

Trusted by leading CPG companies worldwide

Designed for global consistency and local flexibility, with proven impact on ROI, margin protection, and planning efficiency

Perrigo
haleon
Heineken-2
Mars
Newell
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Decisions & Teams we connect

Setting the commercial direction

Decision
How should trade budgets be structured and governed?
Typically involved teams
Finance, commercial leadership, RGM
How this solution helps
Defines fund structures that reflect strategic priorities and governance rules.

RGM teams
Planning and optimization

Decision
How much budget is available for planned commercial activities?
Typically involved teams
Finance, trade marketing, sales planning
How this solution helps
Links fund availability directly to planning decisions and constraints.

RGM teams
Execution and course correction

Decision
How are funds being consumed during execution?
Typically involved teams
Sales, finance, commercial operations
How this solution helps
Tracks real‑time fund usage and prevents overspend or misallocation.

RGM teams
Governance and improvement

Decision
Is fund governance consistently applied across teams and markets?
Typically involved teams
Finance, audit, commercial leadership
How this solution helps
Enforces controls and maintains transparency across planning and execution.

RGM teams

What makes our trade fund
management different

Native alignment with the Revenue Plan
Funds are allocated and tracked against the same commitments the Revenue Plan already reflects. What is approved, spent, and remaining always trace back to one number.
True SaaS that scales with ambition and complexity
No servers to manage, no upgrade cycles to plan around. The platform grows with your business, from one market to fifty, and new markets launch from proven, reusable configuration, often in days, not months.
One commercial and financial data model, not a patchwork of systems

Funds, promotions, contracts and financial reporting all draw from the same live data, so every commitment and every dollar spent means the same thing everywhere. That single foundation is what makes budget control fast and every number trustworthy.

CPG-native intelligence that improves with every cycle
Built specifically for consumer goods trade budgets, the intelligence gets sharper with every allocation cycle. Your platform learns your business, not a generic one.
Real-time financial insight before decisions are locked in
See committed, spent, and remaining funds the moment they change, before you allocate another dollar. Every budget decision gets made with the real position in view, right when it matters most.
Native support for indirect and hybrid routes to market
Allocate and track funds for distributors, wholesalers and direct accounts within the same budget model. Every route to market gets the same rigor and the same visibility.
Native ERP integration, in both directions

Fund commitments and actuals flow to and from your ERP automatically, in both directions, through Bifrost. Your commercial and financial systems stay in sync, continuously and without extra work.

Enterprise-grade governance without slowing teams down
Approval workflows, guardrails and audit trails are built into the platform itself. Supported by Heimdall, every market stays compliant while teams keep allocating budget at full speed.

Take control of trade funds — without slowing the business

Start with real‑time fund visibility today —
and grow into stronger, more confident budget control over time.

See how it works