DEFENSE | Hygiene “must-do” actions to protect the top line, DEFENSE safeguard against volatility, and maintain market share Hygiene “must-do” actions from the integrated playbook Customer Monitor and respond Predict category demand via unified data sources to enable steering of pricing and promotions demand to demand shifts & innovation Understand changing channel mix and resulting impact on volumes Identify and cut low- Optimize allocation of working and nonworking spending from low to high ROI Marketing return spending Enhance trade spending (i.e., maximize conditional spending) and promotions Apply B2B order backlog triage to prioritize and renegotiate long-term contracts Sales Defend customer Protect the top line by focusing on customers with high churn risk base Adapt sales force incentivization to steer toward changing goals (volume vs. margin; pricing) Protect and stabilize Selectively price-up to improve margin realization (e.g., set price premiums) Pricing margins Renegotiate contracts to protect against volatility and inflation (e.g., indexed pricing) Customer Focus on effective Prioritize retention programs to improve satisfaction and lifetime value experience channels Shift to less labor-intensive sales channels, leveraging automation Organization Set up lean Build lean and efficient organization while retaining experts and talent organization