Comment mesurez-vous la maturité de la collaboration en marketing commercial dans votre organisation ?

From my experience, trade marketing collaboration maturity is not just about sharing data and aligning objectives, but also about leveraging technology to streamline processes. It's crucial for organizations to adopt specialized software to enhance their trade marketing efforts and achieve a higher level of collaboration maturity.

Leading a real colaborative process is a sucess key factor of trade marketing system. You must create a colaboration enviroment with your distribution channs and your internal areas.

One thing I have found helpful in trade is our relationship with our customers, one satisfied customer will tell ten other customers while one dissatisfied customer will tell one hundred persons. We must manage our relationship well with our customers, service users depending on the platform you operate from. Remember the bottom line in every business is that you are rendering a service and there are people available to use it. You are selling a product and there are people ready to buy it.

Es la capacidad de trabajar como ALIADOS los proveedores (marcas) y canales (intermediarios). Cuando no dependen de una negociación y el precio no es la única variable a desarrollar. Prima el Sell out y la satisfacción de shoppers

Trade marketing collaboration maturity is essential for Fortune 1000 manufacturing brands, electrical companies, and fast-moving consumer brands to streamline their marketing efforts and achieve better outcomes. By leveraging a SaaS product like VMX, companies can not only reduce branding expenses but also gain valuable insights through detailed analytics. This allows for better control over brand expansion and evaluation of team performances, ultimately leading to increased profitability and customer satisfaction. Integrating with existing CRM/ERP tools, such as SAP, further enhances the collaboration and coordination across the trade value chain.

A melhor forma de tornar um processo mais eficiente é monitorar seus resultados e corrigir eventuais desvios. Nesse sentido, o nível de colaboração do seu ecossistema deve ser transparente e os seus benefícios devem ser claros para todos os participantes.

Measuring trade marketing collaboration maturity helps identify strengths, weaknesses, opportunities, and threats. It allows benchmarking against competitors and setting achievable goals. The assessment helps optimize ROI, enhance competitive advantage, and build long-term relationships with trade partners. For example, a manufacturer of consumer goods can assess cooperation with retailers in areas such as strategy, planning, execution, and evaluation. Results can be used to identify gaps and strengths, and address them with joint business planning tools, data-driven planning, scorecards, and other strategies to enhance trade marketing collaboration maturity.

Measuring trade marketing collaboration maturity in an organization is crucial for several reasons. Firstly, it provides insights into the effectiveness of cross-functional teamwork, allowing businesses to assess alignment and synergy among departments. Understanding collaboration maturity helps identify areas for improvement and optimisation, leading to streamlined processes and enhanced efficiency.

Measuring trade marketing collaboration maturity is crucial for Fortune 1000 manufacturing brands, electrical companies, and fast-moving consumer brands to stay competitive. With tools like VMX, companies can digitize their trade marketing efforts, leading to cost reductions and enhanced brand presence. By evaluating collaboration maturity, brands can leverage data analytics to make informed decisions, ensuring strategic expansion and efficient budget allocation across territories. Integrating with existing CRM/ERP tools like SAP further streamlines this process, providing a holistic view of trade marketing performance.

Measuring trade marketing collaboration maturity is crucial for brands to stay competitive and ensure their retail visibility strategies are effective. It's not just about implementing promotions or incentives; it's about having the right tools and data to make informed decisions and build strong partnerships with trade partners.

Você pode classificar o nível de colaboração de cada parceiro através de modelos que se adequem ao seu negócio. O mais importante é que os processos de avaliação sejam claros e que o seu monitoramento seja frequente. O uso de incentivos, como programas Pay for Performance, pode trazer um estímulo extra para os sucesso do processo.

In the context of trade marketing collaboration maturity, it's crucial for organizations, especially in sectors like paint, cement, and sanitary, to recognize the importance of digital transformation. Implementing a SaaS product like VMX can significantly enhance the strategic and integrated levels of the maturity model. By digitizing trade marketing, companies can achieve better control, reduce costs, and gain detailed analytics, which are essential for evaluating performance and ensuring consistent brand expansion. Integrating such tools with existing CRM/ERP systems, like SAP, further streamlines processes and data accessibility for all stakeholders.

As a trade marketing expert, I can affirm that assessing collaboration maturity is crucial for optimizing partnerships and achieving shared goals. The maturity model provides a structured approach to evaluate and enhance trade marketing efforts. It's important to recognize that each organization's journey will be unique and the model should serve as a guide rather than a rigid set of rules. Progressing through the levels requires a strategic commitment to collaboration and continuous improvement.

Measuring trade marketing collaboration maturity involves evaluating alignment and cooperation across strategy, planning, execution, and evaluation with retail partners. Companies can assess alignment with joint business plans and regular communication, formal planning processes, clear roles and responsibilities, tracking mechanisms, feedback mechanisms, KPIs, benchmarks, and regular reviews. This can help companies identify areas for improvement, optimize their ROI, enhance their competitive advantage, and foster long-term relationships with trade partners.

Seguimiento a la EJECUCIÓN KPI´s claros para el fabricante y para el proveedor. Indicar claramente responsable y frecuencia. Medir, Medir y Medir

To use the trade marketing collaboration maturity model, companies need to identify areas to assess, define maturity levels for each area, assess their current maturity level, identify gaps and opportunities, develop an action plan, monitor progress, and adjust as needed. The model helps companies identify areas for improvement, set goals, benchmark performance, and foster long-term relationships with retail partners. For example, a company may assess its planning and execution processes for trade marketing activities with key retail partners and move towards a higher maturity level by increasing its engagement with them.

The trade marketing collaboration maturity model is a vital tool for large manufacturing brands, especially in industries like paint, cement, and sanitary. By leveraging technology, such as our VMX platform, organizations can digitize the assessment process, ensuring accurate and real-time data collection from stakeholders. This not only streamlines the evaluation but also provides detailed analytics that can help in reducing branding expenses and improving team performance. Integrating with existing CRM/ERP tools like SAP further enhances the effectiveness of the maturity model, making it a comprehensive solution for trade marketing collaboration.

As a trade marketing expert, I believe the maturity model is a critical tool for assessing and enhancing collaboration efforts. By collecting data from various stakeholders, organizations can identify areas of improvement and strategize accordingly. It's important to remember that trade marketing collaboration is not just about aligning sales and marketing, but also involves finance, logistics, and trade partners to ensure a cohesive approach to brand activation.

To use the trade marketing collaboration maturity model: Assessment: Conduct a thorough assessment of the current state across the dimensions mentioned. Scoring: Assign scores to each dimension based on predefined criteria. Analysis: Analyze the scores to identify areas of strength and those needing improvement. Action Plan: Develop an action plan to address weaknesses and build on strengths. Implementation: Implement the action plan with clear timelines and responsibilities. Reassessment: Periodically reassess to track progress and make necessary adjustments.

To enhance trade marketing collaboration maturity, focus on clear communication, alignment of goals, and fostering strong relationships with trade partners. Utilize data-driven insights, implement collaborative planning processes, and establish feedback mechanisms. Continuously evaluate performance and iterate strategies to drive mutual success and strengthen collaboration maturity over time.

Trade marketing plans can be volatile. Rolling 90-day locks on your forecast is highly advised. While yes, the entire year should be planned out from a forecast perspective, any changes that happen (stores closing - poor Foxtrot; new discoveries - UNFI SSA policy) must be reflected within your plan. Ensuring these updates are locked (Jan means Feb-Apr are locked; Feb means Mar-May are locked) provides your company a more cohesive understanding of cash flow to be able to take risks, if needed. Ultimately, thinking this way will allow for heightened collaboration between Sales & Accounting/Finance while safeguarding cash.

To improve trade marketing collaboration maturity, companies can develop a joint business plan, establish clear roles and responsibilities, improve communication, use data and insights, collaborate on planning and execution, and regularly evaluate and adjust their activities. For example, a food company can create a joint business plan with key retail partners, use data to inform their trade marketing activities, collaborate on planning and execution, and regularly evaluate their activities. This can lead to increased sales, market share, and stronger relationships with retail partners.

O monitoramento dos principais indicadores de desempenho deve ser constante e a comunicação de seus resultados deve abranger cada nível hierárquico de todos os envolvidos, respeitando o grau de complexidade adequado de comunicação.

In the context of trade marketing collaboration maturity, it's crucial for organizations, especially in sectors like paint, cement, and sanitary, to leverage technology for efficiency. Tools like VMX can significantly streamline the process by providing detailed analytics and integrating with existing CRM/ERP systems. This not only aids in identifying gaps and barriers but also in implementing a robust action plan for continuous improvement. By digitizing trade marketing, companies can achieve cost reductions and better control over their brand expansion strategies.

A maturidade da colaboração de Trade Marketing traz velocidade para o processo de tomada de decisão. As informações disponíveis de cada parceiro, tornam as análises mais objetivas e aumentam o nível de conhecimento gerado no processo.

The benefits include: Increased Sales: Better execution of promotions and higher product visibility. Cost Efficiency: Optimized use of marketing budgets and resources. Market Responsiveness: Faster adaptation to market changes and consumer trends. Stronger Relationships: Improved trust and partnership between manufacturers and retailers. Enhanced Brand Equity: Consistent and effective marketing efforts boost brand image.

IMPORTANTE (1/8) La relación comercial siempre estará en cabeza del Gerente de cuenta o KAM. Siempre será el líder de la relación comercial. Entender esto hará que los procesos fluyan rápidamente y sin celos. Cómo se dice coloquialmente. Cada loro en su estaca

IMPORTANTE (2/8) Cuáles son los requerimientos de los clientes claves? y de los canales más relevantes para llegar el mercado objetivo? No se trata de responder en piloto automático, pero si de ayudar a que la rotación sea lo más rápida posible entendiendo las particularidades de cada uno.

IMPORTANTE (3/8) Considerar los requerimientos de los canales y clientes clave. Canales Clientes clave: La mayoría de ellos tienen particularidades y buscan que sus proveedores/marcas les ayuden a diferenciarse y hacer crecer sus categorías. El retail busca diferenciarse para que el shopper los elija, el Trade debe ayudar a esto.

IMPORTANTE (4/8) EJECUCIÓN impecable en el canal Tener un foco claro de exhibición que incluya planogramas y exhibiciones, posiciones de productos entendiendo el recorrido del cliente así como el surtido ideal por punto de venta se hace necesario.

IMPORTANTE 5/8 Medir los retornos de las inversiones. Primero por que los presupuestos no son ilimitados y segundo es necesario retornos desde lo económico y según indicadores que este buscando la compañía. Las inversiones en canal se deben de medir