Last week I had the pleasure of attending the Category Management Association’s annual conference in Las Vegas, where category management and shopper insights professionals gathered to learn, share and network. It was particularly exciting for us at CMKG, because the CMA announced our new partnership at the conference. This venture will allow us to get our training into even more brilliant minds around the world. I facilitated 9 live training sessions over the course of the 3-day conference, spanning topics like: Identifying Growth Opportunities in Your Business, Fact-Based Presentations and Storyboarding, Shopper Insights (co-developed and facilitated with Leslie Warsaw from SIMA), Category Management in On-Premise (2-part session), and many more!

As we kick off this new year, there may be obstacles in your category plans that can unknowingly limit your category results. These obstacles exist for many retailers because their category analytics and plan development haven’t kept pace with some of the biggest disruptors in the industry – including data, the changing shopper and the changing marketplace. If you don't change your strategies, processes and thinking to consider these changes, and don’t open up to new perspectives and ideas, your biggest growth opportunities can be completely overlooked. Below I’ve captured some examples of potential barriers that may be limiting your growth:

Our industry has changed the way that supplier sales teams go to market – or at least it should have changed! Gone are the days where sales teams rely solely on the relationship they’ve built with their retail customer — a major shift driven by: changing customers and economy, less opportunity to see our retailers face to face, the demand from retailers for value-based category solutions, and the advancements of retailers from both a data and technology perspective. Over the past few years, I have had the privilege of personally training many sales organizations on how to improve their fact-based presentations approach and have documented three steps here, including barriers, analyzing data, and building the presentation.

In a previous blog, I wrote about the importance of business acumen, which is the ability to assess an external market and make effective decisions. Or more simply put, it’s understanding how YOU and the work you do fit into the bigger picture.

Working with many manufacturers and retailers is a great privilege for me, and one that gives me the unique perspective to help identify broader issues and opportunities for our industry.   A recent opportunity that was identified by Tom McDonald (Category Management Association) and I was to improve the connection of what we do in category management to the Shopper.    How do we better connect with Shoppers?  It starts by focusing on the big picture - including defining your department's purpose, and identifying your expected outputs AND inputs.  By delving deeper into your inputs - including data, tools, strategy, processes and people (based on where your biggest gaps are) - you can uncover ways to improve your overall approach. These improved inputs can change your game!  Are you ready?  Although it may be difficult to get out of your comfort zone and start to think about ways to make changes to improve the future for your department, there are three steps that can get you started.

Business acumen is the ability to assess an external market and make effective decisions. You need the skills and tools to think more like an owner of the business and to understand, set and execute business strategy while being able to measure the effectiveness of their business strategy through financial performance – skills that I think many of us can improve upon. Think about what you’re responsible for in your job. How often do you think about or consider the impact of your decisions on other areas in your company?  For example product supply? Or finance? Or your implementation team?

Retail has changed significantly over the past 20 years – new data, technology, tools, analytics, Shoppers, omni-channel … How much have you changed your internal approach to reflect these changes? I recently co-facilitated a “Retail Leaders’ Forum” for retail executives responsible for category management, with Tom McDonald of the Category Management Association. We talked about the importance for this audience to evaluate their current category management approach in 3 areas.

We spend a lot of time analyzing our business, but we need to ask whether we are looking at the entire picture or just scratching the surface.  Are you looking for the big opportunities? Developing next year’s category plan? Identifying weaknesses when business is soft? Determining the next big innovation? Evaluating the post results from an initiative? Or analyzing a specific tactic? Identifying the question will help you achieve your goals.

If you’ve made cuts to next year’s training budget or plan to, there’s still time to avoid: Productivity losses, Missed opportunities, and Strategic misfires … All for a fraction of the cost of Data, Technology, and Shopper Insights. Here’s how …

Our industry is changing. Has your organization responded? Are you stuck in a holding pattern or waiting for a signal? This blog will help you to get started in leading the journey for your organization.