Archive for: August 2013

Category Management Training: Dissecting Baseline and Incremental Sales

Category Management TrainingIn last week’s blog, my category management training tip talked about the need for category management, sales and marketing professionals to have the skills to drill through basic data to move to insights, and then determine the recommended changes to drive action.  This approach helps in making more strategic day-to-day business decisions, through the ability to quickly pinpoint the business issue or opportunities, and then make changes using the tactics.  We reviewed some of the measures and benchmarks that should be …

Category Management Training: Drilling Through Data

Category Management TrainingCategory management, sales and marketing professionals should know how to quickly drill through data to move to insights, and then determine the recommended changes to drive action.  This will result in maximum efficiency and effectiveness of using some important category management data sources in day-to-day business decisions. Having the ability to do this is not all that difficult.  It just requires a good understanding of the data sources that are being analyzed, and some basic category management training on how to …

Category Management: Planograms Aren’t Just Pretty Pictures

Category Management TrainingThe consumer packaged goods industry invests billions of dollars every year in effective sales, marketing and supply chain support for retail.  These investments focus primarily on things like  consumer advertising, marketing new products, distribution, data systems and technology, market research, and so on.  Space management determines how all of these other investments come together at the shelf  – where shoppers meet products “face to face” and most …

Collaborative Selling Goes Beyond Category Management Foundations

Traditional SalesThis is part 3 in the sales-focused portion of my category management blog – which talks about moving to the top-end tier of selling – or “Collaborative Selling”.  If you haven’t noticed, the traditional approach isn’t working anymore.  The world of business has been evolving and changing over the last 50 years, and continues to change dramatically and rapidly. Competition has increased and become more aggressive. Supplier products are more difficult to sell than in the past. It has become a challenge …