Insights from professionals across the industry

Procurement is uniquely positioned to comment on sales practices as it sees how suppliers truly operate, offering a clearer view of a sales organisation’s real strength long before commercial results appear on paper.

Tony’s view is clear. Procurement and Sales are not opposing forces. They operate within the same commercial ecosystem. When Procurement sets strategy and Sales executes with discipline, the result is a category program that delivers real enterprise value. Great category management is always paired with great sales and account management. One cannot thrive without the other.

The real differentiator is simple. Both parties must make promises and keep them. It sounds basic, but this is where most relationships are won or lost.

To do this well, both sides need three enablers:

• Clarity
• Connection
• Trust

As Sandra Duarte puts it:

• Honesty creates clarity
• Sincerity creates connection
• Integrity creates trust

That’s the benchmark:
Tony expects it from Sales, Sales expects it from Procurement.

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