Today, the CPG industry spends around $225 billion on marketing. Digital marketing is increasing, but the effectiveness is questionable.
Supply chains around the world are getting more complex, largely driven by the popularity of growth through innovation strategies to boost sales. Unfortunately, increased complexity makes it harder to plan and execute, raising operating costs and risking the growth. How management reacts to this challenge has become more important than ever and it starts with learning from industry leaders.
Volatility. Demand redefined. Economic markets plummeting. Daily we see the financial charts roll across the news.
It was a stuffy, hot day, and I found myself sitting by Bridget. The supply chain team was attempting to explain their demand-driven project. They were asking for funding; and Bridget, the treasurer, was not buying the message. On my way back to the train, I struggled with what had just happened. I had worked hard to teach the team—presenting how to talk the language of demand —but it was not understood at the boardroom level.
"How can I move the ball down the field, if I don't have the ball?"
A Question from my Training Class this Week
"How do I know if I am ready for cool technologies? Especially demand sensing and shaping?"
A Demand Planner for a Large Multinational Pharmaceutical Company
New shoes feel awkward. Blisters appear. Feet hurt. The shoes are worn for short periods. Often we shelve them to allow our feet to recover. However, over time, they slowly feel comfortable. They become a part of our wardrobe.
Learning to speak a new language is similar. Conversations are strained. Mistakes are made. Pauses are awkward. Confusion reigns. Communication is stilted. It takes time. Slowly the words take definition in everyday speech.