Future Purchasing Category Management Survey – Real Insight Is Emerging


Many of our readers completed the Future Purchasing Category Management survey during the autumn, making it the biggest of its kind in the world with over 300 responses in the end. Mark Webb, MD of Future Purchasing, Professor Marc Day (and their colleagues) have been hard at work analysing the data, and the first fruits of their labour are now available. A four-page summary document covering some of the most interesting and important findings has been published and you can get hold of it here.

The level of statistical analysis that has been applied to the data is very impressive – that’s what you get for having a Henley Business School Professor on board as part of the team  – and is generating some fascinating results. For the first time ever, there is some hard evidence here that points to the key factors that determine the success of your category management approach. The survey covered around 50 different elements or aspects of category management programmes, so the team has been able to correlate the success and maturity of programmes with the different factors identified and the answers provided  by the sample.

That means we can narrow down the many issues and activities that potentially have some influence and suggest the most critical success factors for CatMan programmes. It does not mean other points have no value or importance, but it does mean Future Purchasing can say, “these are the half a dozen things that you simply must get right if you want to succeed”.

Not surprisingly perhaps, the importance of working with stakeholders effectively is coming through as being high on the priority list, but the results get a lot more specific than that, suggesting for instance exactly which aspects of stakeholder management and collaboration are the most important in order to drive the best chances of success.

Even in this short summary, there are some really powerful results and this is essential reading for anyone engaged with category management. No doubt there will be more when the full report is complete and available – which will be by the end of the year, the team tell us. But don’t wait for that, take a look at the summary now.

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