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Finance, Accounting & Economics
Global Business Management
Management, Leadership & Organisation
Marketing & Sales
Strategy
Technology & Operations
Practice paper

From commercial silos to commercial integration

Rafael Alcaraz
Applied Marketing Analytics: The Peer-Reviewed Journal, 4 (1), 32-36 (2018)
https://doi.org/10.69554/AWDF1867

Abstract

This paper provides effective solutions for removing silos between commercial teams in order to improve in-market performance. The proposed steps are: (1) Single-sourcing the reporting commercial structure into the marketing officer or commercial officer; this consolidates the commercial responsibilities within the organisation while establishing a common set of performance metrics across the different commercial teams. (2) Shifting focus from ‘path to purchase’ to ‘path to market’; this addresses the incomplete knowledge about the path the product takes from the vendor to the customer. (3) ‘Sense–Make Sense–Respond’; this step demonstrates the need for a common construct that allows the organisation to access information quickly, understand that information, and take actions to maximise its performance in the marketplace. (4) Disrupting inertia; this final step requires the change agent to be patient with company and/or individual willingness to disrupt the inertia inherent in most mature organisations. Having awareness about what it takes to remove silos yet choosing to do nothing will only cause a company to underperform in the marketplace. Ignorance is only bliss when it is truly a lack of knowledge — but this will never lead to improvements within the organisation.

Keywords: supply chain; marketing; category management; consumer packaged goods companies; commercial analytics; organisational structures

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Author's Biography

Rafael Alcaraz leads Global Commercial Analytics for Kellogg Company, where he oversees the commercial design and technical roadmap for commercial analytics (marketing and sales), and provides science leadership and support for analytics across the company. He is an active member of the marketing and statistical community, representing the company’s best interests in associations like the Advertising Research Foundation, American Marketing Association and the Marketing Accountability Standards Board. He has worked as a consultant and on the client side for over 24 years across multiple industries.

Citation

Alcaraz, Rafael (2018, April 1). From commercial silos to commercial integration. In the Applied Marketing Analytics: The Peer-Reviewed Journal, Volume 4, Issue 1. https://doi.org/10.69554/AWDF1867.

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cover image, Applied Marketing Analytics: The Peer-Reviewed Journal
Applied Marketing Analytics: The Peer-Reviewed Journal
Volume 4 / Issue 1
© Henry Stewart
Publications LLP

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