“How you communicate determines whether or not you achieve your goals.”
It is fair to say that Caitlyn Lewis, Founder and CEO at Supplier Day, believes in the power of honest conversations.
Since 2020, her company has partnered with some of the world’s leading brands to help them elevate their supplier relationships through high-impact in-person, virtual and hybrid events. Supplier Day’s mission is to create experiences that drive powerful relationships between procurement teams and their suppliers. In order to achieve this, Supplier Day’s team combines deep expertise in event design, procurement strategy and innovative thinking to offer a full suite of services that empower customers to succeed.
The idea to create the organisation came just after the beginning of the COVID-19 pandemic when supply chains were under pressure more than ever before. Due to the sudden shift from in-person to virtual events, Lewis realised the procurement space needed a partner who had the necessary tools to support the journey. This led to the birth of Supplier Day to help create strategic events and communications while delivering spectacular supplier events that drive real impact. Four years on, Supplier Day has grown into a trusted partner for procurement teams and worked with industry giants such as Siemens, Bayer and PepsiCo.
“Good communication is something that we aim to bring to every single event that we design for our clients,” explains Lewis. “But it’s also something that we hold really close within our team because essentially everything that we do and the value that we deliver for our clients is helping them to achieve their goals through building better relationships with suppliers. And that all starts with communication.”
A positive supplier experience can lead to resilient long-term supplier relationships, increased collaboration and improved supply chain performance. In the modern world, it is vital for companies to prioritise supplier experience as part of their procurement strategy in order to harness sustainable, mutually beneficial relationships with suppliers. Through Supplier Day, organisations can work with the company’s team to deliver impactful experiences that drive engagement, collaboration and measurable success.
One of Supplier Day’s alliances is with Alexandra Tarmo, Vice President of Procurement at Kenvue. Speaking to CPOstrategy alongside Lewis at DPW Amsterdam 2024, Tarmo credits Supplier Day with bringing the outside in to drive transformation.
“Coming from a company that was newly formed, you need to find a new identity and work out how and when to engage with suppliers,” explains Tarmo. “The fact that Supplier Day brings us the outside in and reveals that your peers and competition are on the journey too is so important. Ultimately, if you don’t do it, you’re missing the boat and that has been a very big advantage in convincing leadership teams to go for it. The fact that Supplier Day knows how to drive this programme with our peers and competitors is hugely advantageous too. I’m a person of simplicity so if it has already been done and it works, let me just copy and paste it and use the same processes. It has helped us to convince management to feel confident it will work.”
With procurement and supply chain in the midst of its most exciting, dynamic era yet, Lewis believes the real challenge procurement faces is how companies differentiate themselves from competitors in a bid to win business. “I think what is really exciting is that it now comes down to the quality of that relationship and how you can pull real value out of a strong relationship,” reveals Lewis. “We’ve heard so much at DPW Amsterdam about technology and how that really helps to drive productivity and efficiency and I think that the big game changer will be for the companies and for the procurement teams that can then use that extra time to drive capabilities around relationship building so that they can extract more innovation.”
Looking ahead, Lewis is full of optimism for the future, particularly after going through a recent rebrand. “I’m just so proud as I think that it is a true reflection of the differentiation that we bring for our customers,” she explains.
“We talk about being unmissable and a large part of that is bringing that outside in. This is done for multiple companies across a range of industries for many different purposes across various cultures. We have a vast understanding of what different communication needs to look like. It means that we have that good foundation and then we are focusing on making it 10X better. What does being unmissable mean for this client? How is that going to look? Which again is that differentiation for every single client. It is that unmissable element and that’s what excites me. It’s what I get really enthusiastic about every time we’re sitting down with a client because I’m thinking ‘What’s that unmissable quality going to be for them?’
This year’s theme at DPW Amsterdam explored the mindset of aiming for 10X growth instead of an incremental approach. According to Tarmo, prioritisation is key in order to achieve goals for the coming year and beyond.
“The concept of 10X is non-negotiable,” she explains. “If we want to continue to be relevant and drive value, it’s the way to go. What I get is that we talk a lot about digital, data and systems. There are a lot of solutions and there is a lot of technology available for us as a function. The decision we need to make is where do I put my efforts? What do I prioritise? It is important to keep in mind that this is a space where the full value comes only when you bring everybody inside. What is the first priority I follow where I know I will get adoption and I will get all my team and my supplier on board to get the full value?”
Given the hype around new digital innovations such as GenAI tools like ChatGPT and Microsoft CoPilot, Lewis recognises how exciting the landscape is for procurement. However, she is quick to point out that despite the transformational advantages to leveraging new technology, they can’t be at the cost of replacing humans. “Having listened to Marcelo Stefani, CPO of PepsiCo, and Marc Engel, CEO of Unilab, on the main stage earlier, there is still this idea that AI can’t fix my toilet or do the laundry,” explains Lewis. “As great as this excitement about what AI can do and how this technology can make our lives so much easier, the human element remains so important. I think that the companies that are really going to differentiate themselves, both with their customers and with their suppliers are the ones that understand that. That’s my main takeaway from DPW Amsterdam this year.”
Moving towards 2025, Tarmo reveals that being transparent about what kind of relationship you wish to have with suppliers and where they fit into the journey is vital. “There is a necessity to be very open and transparent on what we want and what type of relationship we want to have with our suppliers,” she says. “It’s important to ensure that whatever we build as new technology, you always remember that you also need to engage your suppliers on that journey. You should question how to onboard them and make their experience easier.”
Lewis aligns herself with Tarmo’s view of honest communication with suppliers in order to grow in a mutually beneficial way. “We talk so much about user experience when we are designing products or services for consumers and essentially it’s that same value, but doing it for suppliers,” explains Lewis. “We have an approach at Supplier Day that is “Starts with Suppliers” and as Alexandra said, once you’re super clear on what it is that you are trying to achieve, you then want to put yourself in the shoes of your suppliers and work out how you can communicate with them in a way that relates to them and allows them to see where the value is in having a relationship with you as their customer.”
Read more about Supplier Day here.
