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Driving competitiveness in consumer goods companies

Eliminating the disconnect between sales and supply chain to fuel growth

Overview

The key to connecting sales and supply chain strategy is establishing a unique set of products and services, coupled with a seamless and dependable buying experience.

To drive growth and stay competitive, companies must forego the one-size-fits-all approach, from product design to ordering and delivery preferences. 

The key is establishing a unique set of products and services, coupled with a seamless and dependable buying experience. Solving this equation for both consumers and customers is becoming increasingly complex.

Supply chain executives have an opportunity to transform their operations into growth engines, customizing the way they respond to take advantage of the market opportunity. But they cannot do it alone; they will need to call upon their marketing and sales counterparts to succeed.

DOWNLOAD DRIVING GROWTH AND COMPETITIVENESS: ELIMINATING THE DISCONNECT BETWEEN SALES AND SUPPLY CHAIN [PDF]

Key Findings

Innovate together or die alone

  • About three out of every four executives think their supply chain and sales & marketing functions are misaligned when it comes to responding to market needs. 

  • This misalignment jeopardizes the ability of consumer goods companies to innovate and grow. So much so that we believe until this disconnect is fixed, significant profitable growth is at risk.

Efficient is no longer sufficient

  • The disconnect between sales and supply chain priorities becomes clear when one considers that 42 percent of CSCOs still prioritize cost efficiency as their top area for improvement, while 50 percent of CMOs prioritize technology and supporting innovation as top areas for the supply chain function.

  • Tighter alignment between the metrics and priorities of the CMO and the CSCO is critical to incent supply-chain-driven growth through innovation.

Recommendations

The market is forcing consumer goods companies into a new way of working. The future growth leaders will:


Authors

Jose Bleda

Jose Bleda
Managing Director – Accenture Strategy, Operations Strategy

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Mohammed Hajibashi

Mohammed Hajibashi
Managing Director – Accenture Management Consulting, Consumer Goods and Services

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