Collaboration is on many organization’s strategic plans, with effective Joint Business Planning (JBP) being the outcome. Retailers’ and Vendors’ have the opportunity to determine mutual areas of interest and build their businesses in a collaborative way — namely by taking steps to improve Shopper satisfaction with a better experience. However, effective Collaboration and JBP require more than a desire or written strategic plan. Both require that your organization undertake 3 consecutive steps: Prepare your organization internally for collaboration; Align your internal approach across your multifunctional teams through common training; and Implement external Collaboration and Joint Business Planning. Collaboration and Joint Business Planning can help both Retailers and Vendors manage the change that continues to dominate, including: Changing partner needs and expectations between Retailers and Vendors Changing market and Shopper, Less resources available internally due to downsizing / consolidation, and Increased requirements due to more and bigger data and a more complex Shopper.