How We Help CPG Commercial Teams with High-Stakes Presentations
Every two weeks, we share articles, trends, and resources we think are worth your time. This issue is a little different. Once a quarter, we pull back the curtain on what we actually do for CPG teams and how we do it.
If you’ve ever wondered what it looks like to bring in a presentation partner for a high-stakes retailer meeting or to raise your team’s storytelling capability, this is the issue for you. We cover the types of projects we take on, the results we’ve driven, how we work, and the questions CPG leaders most commonly ask before engaging with us.
Question 1: What kinds of retailer presentation projects do CPG teams typically bring to OUTKREATE?
A few common situations include:
- You’re preparing for a Top-to-Top or JBP, but the story is still too focused on your brand and not enough on the shopper, the category, and the retailer opportunity.
- You’re heading into a new item launch and need a sell-in story that leads with the why, not just the what.
- Your Line Review story feels more like a reporting update versus a retailer-first conversation that is future-forward, i.e., how we will deliver a stronger ‘26.
Across these situations, we help CPG teams craft presentations that land with clarity, logic, and confidence. We work with clients on both storytelling and design, while staying focused on your business goals (more space, better pricing, better placement, et al).
“We brought OUTKREATE in for a critical Top-to-Top with a large grocery customer. They built the entire presentation story from scratch and designed the visuals. The presentation landed well with a tough customer and set us up for growth.”
~ Kayla Ward, GTM Team, FrieslandCampina
Question 2: Why not do it in-house? Why bring in an outside partner?
Three reasons CPG teams bring us in, even with strong internal resources:
1. Your team knows the data. Turning it into a story is a different skill.
Most presentations drown in charts and tables. We focus on the signal and make insights lead.
2. We reframe your story around the retailer and the category opportunity.
Most presentations default to brand-first. The buyer is thinking about their category, their shoppers, their P&L. We rebuild the story around what the retailer cares about, then position your brand as the solution.
3. Your team is stretched. You need someone locked on the bigger picture.
We hear it often: “I spent so much time pulling numbers that I lost sight of the main story.” We step in as a focused extension, drive the asks, and keep the final product aligned with why you’re in the room.
“My team is sharp on analytics. But for buyer meetings, we need someone who can step back, see the big picture, and turn that into something the retailer can act on. That’s what OUTKREATE does for us.”
~ VP of Category Management, Top 10 Global CPG Company
Question 3: What type of results have you delivered for CPG Teams?
Here are a few recent projects that show the kind of outcomes we drive:
A. Top-to-Top Presentation | $10M+ Incremental Sales Plan
A global dairy brand was at risk of losing distribution with a national grocer. We reframed the story around the category opportunity and what the retailer stood to gain. Result: a three-year JBP worth $10M+ in incremental sales.
B. New Innovation Selling Story | $100M Year-One Launch Goal
A household snacking company needed a sell-in story for a major U.S. innovation. We created a shopper-first narrative that equipped 100+ account executives with clarity and confidence. The launch secured shelf space at major retailers and is on track to exceed year-one goals.
C. Category Growth Initiative | 12-15% Higher TDPs
A modern food brand had strong space recommendations, but the story was complex and not landing with buyers. We simplified the narrative and grounded it in category growth. Two major retailers aligned, resulting in 12-15% higher TDPs for the brand.
See more: Results we’ve driven for CPG teams
Question 4: What are your core services?
Most clients follow a natural arc with us: Done for You → Done With You → DIY
1. Done For You: Retailer Presentations
We build the presentation for your high-stakes meeting.
What: Top-to-tops, JBPs, line reviews, new item launches, category growth decks, internal strategic plans
How: Sometimes from scratch using storytelling frameworks. Sometimes refining what you have with sharper design and clearer messaging.
Timeline: 5-6 weeks for most projects, 8-10 weeks for larger events (NSMs, trade shows)
2. Done With You: PPT Time-Saver Toolkits
We build a presentation system so your team can create Top-to-Tops, Line Reviews, innovation selling stories, and retailer presentations faster and more consistently.
A typical toolkit includes:
- A storytelling guide with proven presentation frameworks.
- A simplified PowerPoint master template that’s easier to use.
- 15–20 real-world example slides your team can adapt.
- A searchable asset library with charts, icons, product images, lifestyle photography, and brand assets.
The impact goes well beyond saving time. Teams build more consistent presentations, spend less time assembling slides, and more time preparing for the customer conversation.
“Since rolling out time-saver toolkits at NSM, we’ve seen stronger meeting prep, sharper storytelling, and more impactful conversations with our retail customers.”
~ Chris Witham, Sr. Dir, Category Strategy & Insights, Nature’s Way
3. DIY: Storytelling & Presentation Training
We teach your team the frameworks so they can build great presentations on their own.
What: Customized workshops using real examples from your business
Who: Sales, Insights, and Category Management teams (10 to 300+ people)
“OUTKREATE helped us build a presentation training program rooted in storytelling, audience relevance, and strong design. It elevated how our teams communicate and continues to drive better results.”
~ Lucia Maschler Barnes, CatMan L&D, The Hershey Co.
Question 5: AI tools are getting better. Why do I still need a presentation partner?
We use AI ourselves and we’re fans of Claude, ChatGPT, NanoBanana. These tools make everyone faster, us included. Many of our clients use them too, and that’s a good thing.
Here’s what we’ve noticed, though, working alongside teams that are already deep into these tools:
AI gets you to a solid first draft. The gap from there to buyer-ready is still significant.
Claude can analyze data and build an outline. But going from draft to a presentation that actually moves a retailer requires judgment, iteration, and deep business context. We spend a lot of time asking questions, grounding ourselves in the client’s situation, and layering in what we’ve learned across dozens of similar projects. That’s the part AI alone can’t shortcut.
We bring cross-client pattern recognition.
When we sit down with a client, we’re drawing on what we’ve seen work (and not work) across multiple categories, retailers, and situation types. That lens sharpens the story in ways a general-purpose AI tool can’t replicate.
Design is becoming the differentiator.
Everyone’s output is starting to look the same. Clients tell us they can spot a Claude-generated deck across the room. When every team’s slides look similar, grabbing a buyer’s attention requires more deliberate, more creative, and bolder design. Our slides don’t look like AI output, and that gap is only going to matter more.
Your team is too close to the material.
This is the one that comes up most. Senior leaders know the story needs to be stronger, but their teams are stretched. Day-to-day work takes over, and the easiest path is rehashing last year’s deck with updated numbers. An outside partner brings fresh eyes, dedicated focus, and the ability to step back and see the bigger picture.
Everything we build lives in PowerPoint, fully editable, ready for your teams to reuse and adapt across the organization.
Question 6: What's the next step?
If any of these sound familiar, it might be worth a conversation:
Your team has a high-stakes retailer meeting in the next 6-8 weeks, and the deck isn’t where it needs to be.
You want to arm your sales organization with stronger materials, so that whether they’re meeting retailers, distributors, or brokers, they’re telling a consistent, compelling story.
You want to train your team to think and present more strategically, not just prettier slides, but sharper storytelling and clearer structure.
Here’s what happens when you reach out. I’ll spend time understanding your business, your upcoming meetings, and where the biggest gaps are. I’ll look at your materials and share honest feedback on what’s working and what’s not. I’ll share examples, frameworks, and tools that are relevant to your situation.
Even if we’re not the right fit, you’ll walk away with something useful. That’s how we like to start.
Learn More About OUTKREATE's Sales, CatMan & Insights Solutions
OUTKREATE develops retailer-facing presentations for top CPG Cat Man & Insights teams, equipping them for success, be it Top to Tops, Innovation Selling Stories, Line Reviews & JBPs, and more.
Thinking of UPGRADING your Retailer-facing Presentation?
TALK THROUGH YOUR PRESENTATION CHALLENGE
How does your Presentation measure up?
Do you have a major event or a high-stakes meeting coming up? Do you need a sharp narrative and bold design?
Let's connect and we can take a closer look at your presentations. We'll share with you actionable ideas along with real examples that you can apply to improve odds of success.