01
An integrated operating system
RGM is taught as one connected system: pricing, pack, promotion, terms, channel and data.
Daddlebrook Master Classes
The RGM Masterclass
A premium, modular executive programme on Revenue Growth Management, built directly on Revenue Growth Management: How to Capture Hidden Value in FMCG and Retail.
12
modules
24
hours
8-12
per cohort
The Opportunity
Capture the value hiding between gross and net.
Revenue Growth Management is one of the most commercially powerful disciplines in FMCG and retail, yet many organisations still treat it as a set of disconnected techniques. The Daddlebrook RGM Masterclass reframes RGM as a single operating system.
Pricing, pack architecture, promotion, trade terms, channel strategy and data are taught together through Sales, Marketing, Finance and RGM, because the value only appears when those functions work as one commercial team.
A Category of One
Designed for leaders who need practical mastery, not another theory course.
02
The FMCG-to-retail bridge
Built for both sides of the trading relationship, combining manufacturer and retailer thinking.
03
The missing credential
The Certified RGM Leader designation is designed to become a recognised standard.
Who It Is For
Built for the whole commercial leadership system.
Commercial & Sales
Move from volume to margin and negotiate from insight.
Marketing
Own price positioning and design pack architecture with purpose.
Finance
Move from scorekeeping to commercial co-pilot with P&Ls that drive decisions.
RGM & Pricing
Deepen expertise and gain cross-functional leadership perspective.
General Management
Lead an RGM-driven culture and hold functions accountable.
The Architecture
Twelve modules. Two tiers. One system.
Essentials · Modules 1-6
The foundational commercial framework
Pricing, pack architecture, promotional effectiveness, trading terms, contract discipline and RGM systems.
RGM Essentials CertificateAdvanced · Modules 7-12
Strategic mastery and change leadership
Choice-based pricing, retail media, customer profitability, traditional trade, AI and transformation leadership.
Certified RGM LeaderModules
A complete RGM curriculum, from fluency to leadership.
01
Introduction to RGM & Pricing
Why RGM matters, where value leaks, and how to build a rigorous price positioning statement.
02
Price-Pack-Architecture
Pack design across missions, channels and price points to improve accessibility, premiumisation and margin.
03
Promotional Effectiveness
True ROI, cannibalisation, post-event dip, zero-based calendars and brand-equity guardrails.
04
Trading Terms & KAM
Gross-to-net architecture, account negotiation and terms that drive profitable behaviours.
05
Contract Management
Turning agreed value into captured value through standards, visibility, compliance and governance.
06
Systems & Tools in RGM
The data, platforms, dashboards and decision rhythms that make RGM operational.
07
Conjoint & Discrete Choice
How to commission, interpret and act on advanced pricing research with confidence.
08
Retail Media
Retail media as an accountable RGM lever, with incrementality, ROAS and governance.
09
Customer Profitability
Customer P&Ls, cost-to-serve, profit pools and investment reallocation by value.
10
Terms in Traditional Trade
Route-to-market economics, affordability packs, asset programmes and outlet-level incentives.
11
AI and its Role in RGM
A clear-eyed framework for evaluating AI use cases, vendors, data readiness and human oversight.
12
RGM Strategy & Change
The capstone: a transformation roadmap with workstreams, coalition, milestones and leadership commitment.
How It Works
Every session turns insight into action.
70%On-the-job application
20%Interactive workshop
10%Expert input
- 10 minOpening and context
- 15 minExpert input I
- 25 minWorkshop activity I
- 15 minExpert input II
- 25 minWorkshop activity II
- 20 minShare and peer review
- 10 minClose and commitment
Recognition
A credential that lasts beyond the classroom.
RGM Essentials Certificate
All six Essentials modules plus a satisfactory 90-day RGM plan assessed on specificity, rigour and feasibility.
Certified RGM Leader
All twelve modules plus the capstone transformation-roadmap presentation assessed by faculty and peers.
Masterclass Alumni
Completers join the alumni network, annual RGM Forum, community discussions and ongoing content updates.
Your Faculty
Led by Jelle de Jong
Jelle has more than 25 years of commercial experience across Europe, Asia-Pacific and North America, helping companies in FMCG, retail, pharma, logistics and energy unlock profitable growth.
He co-authored the widely praised Revenue Growth Management with Danilo Zatta, began his career at McKinsey, held senior roles at Diageo, and holds an MSc in Mechanical Engineering from Delft and an MBA from INSEAD.
RGM is not about more control. It is about more clarity. Not about more data, but better dialogue.
Jelle de Jong & Danilo Zatta
Praise for the Book
Endorsed by the leaders who run the world's biggest commercial engines.
This book is a must read: Revenue Growth Management is a strategic imperative and this book provides the knowledge to secure a lasting competitive advantage.
“Hidden in plain sight!” One of the biggest drivers of value creation in any organisation — it should be front and centre of every well-run company board. Jelle and Danilo have nailed it.
In the consumer goods industry Revenue Growth Management is undervalued. Its benefits can be huge and relatively easy to achieve — essential reading for those willing to improve in the area.
Danilo and Jelle distil complex concepts into clear, actionable guidance for FMCG and beyond. This is the essential guide to mastering RGM — just read, absorb, and apply.
Revenue Growth Management is at the core of every successful FMCG company. This book arms your team with the fundamentals and capabilities to embark on the RGM journey.
Revenue management is the single largest profit lever in any organisation. Jelle and Danilo make it a discipline rather than an art form — a must read for all commercial leadership.
Delivery
Flexible by design.
Cohorts of 8-12
Small enough to keep everyone active, large enough for diverse perspective.
In-person, virtual or hybrid
Run in person, online, or with an in-person kick-off and capstone.
Full programme or modular
Delivered as a single cohort or a modular sequence over 6-12 months.
On-demand video library
Supports pre-work and revision so live time is spent on application.
Start the Conversation