Stephane Morel brought full attention to the key factors for successful category management programs with this keynote. He hits a nerve with the audience when he proclaimed that understanding the needs and requirements of internal stakeholders and reflecting them in category strategies is a priority that will ultimately enhance stakeholder alignment and collaboration.
Too often, category strategies end up in drawers. They don’t get implemented, or struggle with low adoption. Reasons range from low stakeholder involvement or buy-in to limited practical applicability under given market conditions or simply botched implementations. With disjointed project planning, task management, and value-tracking activities, bringing the carefully created strategy to life is not a given. In the end, a strategy not implemented is a wasted strategy.
- Admin
- March 29, 2024