CPM Italy

What CPM Italy does

CPM Italy is the Italian operating entity of CPM International, a privately held B2B sales outsourcing and customer experience agency headquartered in Milano and founded in 1936. The company employs approximately 557 people and delivers outsourced field sales, merchandising, customer support, and experiential marketing services to enterprise consumer goods brands across multiple European markets including Italy, the UK, France, Germany, the Netherlands, Ireland, and Belgium. The company has operated continuously for 90 years and is celebrating that milestone in 2026.

The company's service portfolio spans nine integrated lines: Sales, Digital Sales, Merchandising, Auditing & Compliance, Customer Support, Sampling/Demos/Active Selling, Experiential, and Data Science. These services are unified under the proprietary 'Liquid Approach' methodology, which enables agile deployment of resources across physical, virtual, and digital customer touchpoints. The Data Science service provides strategic planning and analytics, supported by technology tools including Viva Engage for field team monitoring and reporting. CPM operates a professional services revenue model with quote-based, customized engagements tailored to enterprise client requirements rather than standardized or self-serve pricing.

CPM serves a diversified enterprise client base across Food and Drink (PepsiCo, Mars, Kraft Heinz, Danone, FRoSTA), Beverages (Diageo, Suntory, Britvic, Asahi, Innocent), Technology (HP, Samsung, Microsoft, McAfee, Google, Amazon), Luxury (Chanel), Automotive (Stanley Black & Decker), Healthcare (Haleon, Johnson & Johnson, AkzoNobel), Tobacco (JTI, Philip Morris), and Financial Services (American Express, US Bancorp, Elavon, Blackhawk Network). Several relationships are multi-decade, including 40+ years with Mars, 20+ years with HP, 18 years with Groupe Bel, and 10+ years with Microsoft, reflecting deep operational embedding with brand clients. The company has no disclosed parent, no public listing, and no recorded funding rounds or M&A activity in available materials.

Name

CPM Italy

Legal name

CPM International

Website

https://cpmitaly.com

Company type

Private

Founded year

1936

Operating status

Operating

Headcount range

501–1,000 employees

Short description

CPM Italy is the Italian sales outsourcing and customer experience arm of CPM International, delivering field sales, merchandising, digital engagement, and analytics services to enterprise consumer goods brands across European markets.

Ownership category

akta.pro rank

Headquarters

HQ city

Multiple locations

HQ country

Italy

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D

Revenue model

1. Sales Outsourcing Services: CPM generates revenue by providing outsourced sales, merchandising, customer support, and experiential services to brand clients. Services are delivered through field agents and sales teams deployed across retail and trade channels.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels6 records

Core offering

CPM Italy is an international sales outsourcing and customer experience agency that deploys field agents and sales teams on behalf of enterprise brand clients. Its core offering spans field sales, digital sales, merchandising, auditing and compliance, customer support, product sampling and demos, experiential marketing, and data science, all delivered through the proprietary 'Liquid Approach' methodology that flexibly allocates resources across physical, virtual, and digital touchpoints.

Product overview

CPM Italy operates as an international sales outsourcing and customer experience agency offering an integrated suite of services. The portfolio includes core field services (Sales, Merchandising, Experiential, Sampling/Demos/Active Selling), digital capabilities (Digital Sales), operational services (Auditing & Compliance, Customer Support), and strategic intelligence (Data Science). These services are unified under the company's 'Liquid Approach' methodology, which enables agile resource deployment across physical, virtual, and digital customer touchpoints. The integrated solutions work together to help brands inspire customers to Try, Buy, and Love their products throughout the customer lifecycle.

Differentiator

Problem solved

Functional benefit

Products and services

• Sales Field sales services that help brands maximize customer conversion and rate of sale through physical touchpoints across multiple markets and channels, delivered by CPM's deployed field agents.
• Digital Sales Digital sales solutions enabling brands to grow sales efficiently through virtual and digital customer engagement channels.
• Merchandising Merchandising services that maximize brand awareness and product availability in retail environments through nationwide field presence.
• Auditing & Compliance Auditing and brand compliance services ensuring consistent execution and compliance across retail and trade channels.
• Customer Support Customer support services focused on creating greater customer retention and advocacy through customer experience management.
• Sampling, Demos, Active Selling Product sampling, demonstrations, and active selling services designed to maximize brand awareness and drive new customer acquisition.
• Experiential Experiential marketing services creating immersive brand experiences across physical, virtual, and digital touchpoints.
• Data Science Data science services using strategic planning, analytics, and technology to maximize results through insights-driven resource deployment.

Quantifiable outcome

• Resolution without engineer visit improved to approximately 66% of technical fault situations through diagnostic training and technology automation
• +1 more outcomes

Named customers25 records

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Scale indicators2 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• Omnicom Group: Omnicom Group is a global marketing and communications holding company offering advertising, shopper marketing, and brand consulting services. It competes with CPM for enterprise brand marketing spend and includes retail activation capabilities through its agency networks.
• WPP: WPP is one of the world's largest advertising holding companies, offering a portfolio of marketing services including shopper marketing, brand activation, and retail execution. It competes with CPM for enterprise client marketing budgets and offers more integrated geographic and service coverage.
• Publicis Groupe: Publicis Groupe is a global advertising and communications holding company with diversified marketing services including shopper marketing, digital, and experiential capabilities. As a broader incumbent, it competes for integrated marketing budgets that include field sales and merchandising components where CPM operates.

Others

• Ipsos: Ipsos is a global market research and consumer insights company providing data and analytics services to consumer brands. While not a direct sales execution competitor, it intersects with CPM's data science and analytics offerings as brands increasingly demand research-backed retail execution strategies.

Direct peers

• Crossmark: Crossmark provides retail marketing services including in-store merchandising, field sales, and shopper marketing for consumer brands globally. Its service portfolio and target clients (CPG, retail) directly overlap with CPM's offerings in field sales and merchandising.
• Smollan: Smollan is a global retail execution and field marketing services company with operations across multiple continents. It competes directly with CPM in outsourced sales, merchandising, and brand activation services for global consumer goods clients.
• Advantage Solutions: Advantage Solutions is a leading North American sales and marketing agency offering outsourced merchandising, retail execution, and brand services to consumer goods companies. It is one of CPM's closest direct competitors in the field marketing and retail services space, serving many of the same CPG and beverage brands.
• REL Field Marketing: REL Field Marketing is a UK-based outsourced field marketing and sales agency serving consumer brands across the UK and Ireland. It is highly comparable to CPM given its similar field sales, merchandising, and brand activation services focused on FMCG and retail clients in the same European geographies.
• Acosta: Acosta is a major North American sales and marketing services company providing outsourced retail sales, merchandising, and brand marketing solutions to CPG brands. It is highly comparable to CPM given its similar focus on field sales execution, brand representation, and multi-category client base.

Emerging players

• Maritz Holdings: Maritz provides sales, marketing, and customer experience services including incentive programs, events, and field marketing. While broader in scope, its customer engagement and experiential services overlap with CPM's sampling, demos, and experiential marketing offerings.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Customer concentration

• Xx.com/CPM_Int
• Facebookfacebook.com/CPMInternational
• LinkedInlinkedin.com/company/cpm-italy
• Instagraminstagram.com/cpm_international

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about CPM Italy