Align to New Customer Preferences & Routes to Market

Food & beverage and consumer goods manufacturers and distributors have historically invested significantly in marketing and branding tactics to stimulate end-user demand. However, the sales and merchandising organizations responsible for executing channel strategies and product placement have not typically received the same support and investment.

As customer preferences shift, leading organizations must adjust their go-to-market strategies to invest in new physical and digital channels and make products available where and when customers want to purchase and consume them.

High-performing companies recognize the need to realign their go-to-market models and make the right investments to promote growth, using these approaches to achieve their business goals.

• Balance growth expectations and resource deployment across traditional and new channels.
• Evolve coverage models to match commercial resources to segments based on both customer needs and attractiveness to the organization.
• Articulate a value proposition around sustainability while driving focus on product mix and high-margin items.
• Drive collaboration and accountability between Sales and Merchandising.
• Use compensation plans to foster a pay-for-performance culture.
• Migrate from a volume-based to a growth-based performance mindset.

Are you evolving your commercial organization to address changing customer needs and preferences? Alexander Group can assist you in aligning your food & beverage and consumer goods go-to-market model with your commercial organization to achieve your strategic goals.