The 3 Enemies Framework
A simpler way to understand where consumer promotions break down
Many promotion issues look different on the surface, but they often trace back to the same underlying problems.
This framework gives teams a clear way to identify the three forces that most often weaken promotion performance, limit visibility, and slow meaningful progress across campaigns.
A simple framework for reviewing promotion performance
Use this framework to:
Recognize the patterns that repeatedly hold promotions back
Understand how risk, inefficiency, and operational slowdowns show up across campaigns
Give teams a shared way to assess what needs attention first
The three forces that most often weaken promotion performance
This one-page framework breaks down the recurring issues that sit behind wasted spend, limited visibility, and slow decision-making in consumer promotions.
Security
Where coupon fraud, promotion abuse, and bad traffic start to impact performance
Inefficiency
Where spend increases but promotion analytics, reporting, and visibility remain incomplete
Stagnation
Where fixed workflows and delayed review cycles make ongoing promotion optimization difficult
Teams involved in planning, running, and reviewing promotions
CPG marketing leaders
Shopper marketing teams
Brand and digital marketing teams
Consumer & trade promotion management teams
Get the 3 Enemies Framework
Download the one-page framework and use it to bring more structure to promotion reviews, internal discussions, and planning conversations.
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Understand the three recurring issues affecting promotion performance
Create a clearer shared language across teams
Use a simple framework to guide evaluation and next steps
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