Bringing packaged products to market is a series of steps. Missing a step can be fatal. The first step is to know your market and your competitors. Identify the market and know exactly who the consumer is. Paint a vivid portrait.

Effective channel partner management also requires identifying the competition and the scale of your competitor’s investment in their product. Know their distribution and their long-term liability around the experience that their product offers. Finally, identify the long-term viability of the product you are selling. Understand the risks involved with your offering.
Meet the Expert

Tom Cipolla

Consultant Tom Cipolla
TrustedPeer Expert, TrustedPeer, Inc.
Pleasanton, CA
  • English
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About Tom

  • Senior Vice President - Electronic Arts
  • General Manager Americas Publishing
  • 25 years of delivering revenue and profit across North America
  • Grew North American Sales Revenue from $50M to $2B at EA
  • Supplier-of-the-Year and Vendor-of-the-Year awards from Wal-Mart, Target, Toys R Us
  • Additional Channel Partners: Amazon, Best Buy, GameStop

Experience

Senior Vice President • Electronic Arts
Apr, 1987 — Jun, 2012
  • General Manager - Americas Publishing
  • Led $2B revenue team. Sales, Trade Marketing, Operations and Manufacturing, Demand and Strategic Planning, Category Management
  • Led top-to-top relationships with all key retailers, including Wal-mart, GameStop, Best Buy, Target, Amazon and Toys R Us
  • Transformed division into a fact-based, strategic organization. 
  • Installed S&OP (sales and operations planning) as platform intelligence and decision-making for business
  • Grew Americas Publishing from $50M in 1987 to $2B
  • Included North America, Central and South America and Mexico
Director of Sales • Ingram Software
1984 — 1987
  • Western Region
  • Business Software, Education and Entertainment Software

Education

St. Mary's College California
BA, Business Management, 1982
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