Colby Sheridan


Colby Sheridan

About Colby Sheridan

Colby Sheridan is the Global Director of Sales and Trade Management Solutions, Consumer Products at SAP. He leads the team that is revolutionizing the trade management process. His solution enables CP manufacturers to take a collaborative business planning approach with their retailers like never before, through the efficient creation of customer-specific plans aimed at driving profitable growth.

consumer products, customer engagement, customer retention, innovation, personalization, marketing

How Winning Consumer Products Companies Master The Killer Crossover

3-Dec-2018 | Colby Sheridan

Part 1 of the “Consumer Products and the Crossover Effect” series In basketball, the unpredictable precision of a killer crossover move can change the momentum of even the most competitive matc

It’s Time To Reimagine Trade Management—Here’s Why

25-Jan-2017 | Colby Sheridan

As a consumer products (CP) company, how effectively can you currently plan and execute mutually profitable trade promotions with retailers? If there’s considerable room for improvement, you’re