Russ Abstein

There are a number of Category Management Frameworks out there. The importance is following a process that helps you Understand the Issue/Problem, develop a Hypothesis, Utilize Data to develop a strategy and execute, and lastly reflect on what worked or didn't work.

I think this is a "hidden gem" of data collection to better understand the Market landscape. Beyond the data/reporting, GO TO RETAIL and see it for yourself. Observe shoppers, buy you competition, see what the shoppers is buying. Monitoring the market is one of the best methods to understanding the White Space that your category, aisle, and department is doing which affects your next product introduction.

One of the "extra" things to help your Category Management Analyst motivate is to give them an "Audience." Meaning, you give them the work, you give them your trust but give them the opportunity to show their value to Leadership. Let them own the process, presentation, follow-ups etc. Give them the support to be in those conversations and discussions a few times a year. This not only motivates the output, but also help show your leadership an opportunity to see / hear new up and coming talent.

Sometimes is a matter of rolling up.your sleeves to provide some assistance either in the trenches or upstream with management. Then once accomplished giving the overtime back to people in terms of free time. Teams will follow your example, so the do.as I say not as I do deoe t work well for motivation. Good thoughts, Andy. Keep rocking it

It can be as simple or as complex as you want to make it. But the end result has to be more than just Data or the "WHAT." The data should tell a story/narrative, to make in Meaningful or the "SO WHAT." Then end with what your going to do about it "NOW WHAT." You get there with great Category, Shopper, Consumer, and Retailer data inputs.

How do you differentiate yourself from Sales? I like to think, its more about how can Category Management COMPLEMENT Sales. For example, we bring in the key data/insights/strategies behind what is happening in this Category at the Segment, Department and Aisle perspective. Here's who/what is winning (Brand, Size, Flavor or other segments). Then, collaborate with Sales to show how those strategies complement their sales proposal.