Commercial investment cockpit
Every promotion is an investment.
The Deal Desk helps The Magnum Ice Cream Company determine whether that investment creates profitable growth—before the first case ships.
What is the best commercial investment?
From approval request to realized valueQuestion 01 / Investment case
Should The Magnum Ice Cream Company accept this promotion?
Test the retailer request against baseline volume, expected lift, cannibalization, promotional depth, and the margin The Magnum Ice Cream Company can afford to invest.
Move the levers to see how the investment thesis changes.
Promotion value meter
Contribution, not revenue alone
Question 02 / Profitability design
What terms make it profitable?
Turn the approval into a commercial agreement with explicit conditions that protect margin and make execution measurable.
Hold discount at or below 20% unless the lift case is revalidated.
Release feature support only when retailer placement is confirmed.
Lock a 92% supply-readiness threshold before the event starts.
Use the pre-event 12-week baseline to calculate realized incremental volume.
Owner, rationale, terms, and approval captured
Agreement, accrual, supply check, and field action
Actuals compared with the original investment case
Question 03 / Realized value
Did the promotion deliver?
Close the loop by comparing actual results with the approved baseline—so the next negotiation starts with evidence.
Base case with 20% depth and €55k margin guardrail
Feature confirmed · 94% availability · 97% compliance
Actual lift and return now inform the next event
Deal Desk readout: the event generated profitable growth because the retailer feature was confirmed, availability stayed above guardrail, and actual cannibalization was lower than expected. Reuse the term set for the next summer negotiation.