Once, if you could afford it, a supersonic flight on Concorde would get you from London to New York in just under three hours. Today, it takes around eight hours. In this world of constant advancement there aren’t many areas where things regress, but how fast we can travel around the globe is one of them. The other, it seems, is the ability of organisations to use Category Management as a key enabler of organisational success.
Category Management used to be one of the core approaches behind strategic procurement. Today, progressive companies still place Category Management at the center, but increasingly are failing to realise the same benefits that were once commonplace. This raises two very big questions – what has changed and what can we do about it?
Category Management Entropy
It seems ‘Category Management entropy’ has taken hold and threatens procurement’s ability to make meaningful impact to the organisation. Without anyone noticing, there has been a steady decline in the ability of organisations to deploy Category Management effectively, and a regression in the advanced capability needed to make this happen. Yet, procurement teams still boast they are doing it, ignorant of what is missing.
Look at many of today’s organisations that cite Category Management as part of what they do and peel back the layers to see what’s going on. Chances are, you’ll find a lack of understanding of what a market facing category is, meaning people are working at the wrong level, with effort focused around doing little more than running RFPs and renewing contracts; perhaps with some reactive stakeholder engagement and production of underwhelming category strategies. The idea that Category Management can bring breakthrough benefits seems to have become little more than a myth and legend of yesteryear. Worse is the general decline in strategic procurement capability across the board, coupled with the misguided belief that people are doing it well and you have the perfect recipe for good procurement. This results in sliding back to little more than tactical buying, with a fancy name. But why does no one notice?
Forgetting the art of the possible
There are many causes of Category Management entropy. The biggest of them, or so it seems, is that executive teams have lost sight of the art of the possible – they don’t know what they don’t know. Once, those in senior roles could boast first-hand experience of Category Management delivering step change benefits and if they couldn’t, someone in their peer group could and would tell them what they were missing. Since then, our industry has churned significantly and the art of the possible seems to have faded away.
Category Management, when well implemented, has long since proved what it can do for an organisation – new competitive advantage, increased brand value, dramatic cost reduction or price rise mitigation, unlocking innovation and value, reduced supply side risk, sustainability and, for the public sector, new value to citizens, patients and pupils etc. Indeed, I’ve supported Category Management programs in some of the biggest companies on the planet.
As a result, I’ve routinely seen first-hand, companies with a $10bn spend drive out in excess of $1bn in savings. Not to mention unlocking all the other new forms of value from the supply base at the same time. I’ve led category projects, trained and coached teams, helped executives establish good governance, developed what has become the leading methodology, and written the books on the subject that are taught in universities the world over. Despite this, I’m left puzzled about why organisations have lost sight of what’s possible. I believe this is a product of the seismic shifts in our world, our industry, and those in it, that we have all experienced in recent years.
Why have we gone backwards?
The four misconceptions
I frequently find myself in the C-suite advising executives in how to make Category Management happen. Rewind ten years, the conversations in the board room were along the lines of ‘we want what that company over there has achieved… how do we do it.’
Today, the conversations are very different and more ‘Surely Category Management can’t do that, we need a new approach’ closely followed by ‘which bit of tech can I buy to do this for me? Push further and it seems the reason organisations are falling so far short when it comes to Category Management is down to four misconceptions:
Misconception #1 – Category Management is outdated – It is not!
Don’t believe anyone telling you that, because chances are, they’re probably trying to sell you something! Good Category Management is built upon fundamental economic principles and theory of organisational change. Those are not going anywhere anytime soon. What has changed, and will continue to change, is the context, the macro-environment, and how data, digital tools and of course AI, can support us.
Misconception #2 – The tech and AI will do it all – it will not, there is no magic button!
Digital tools are fast becoming how we will do Category Management. Another fast-moving thing is the mob of tech companies running towards us, working to convince us the only thing we now need is their platform. Companies are being seduced into redeploying precious budgets away from training – even people in favour of the tech promise. However, the once shiny thing is quickly tarnished when it fails to live up to the promise of data availability and doesn’t integrate with wider tech in the organisation, or it produces unverifiable ‘somethings’ for the handful of now junior practitioners left. The hard reality here is there is no magic button.
Good AI powered digital Category Management tools such as the Capella Guided Category Strategy Creator® are undoubtedly the future of Category Management. But success lies in making the tech, and especially AI, one of the team, not their replacement, with a plan to integrate it into wider systems and data.
Misconception #3 – We’re all a bit busy, we need shortcuts – there are none!
Our ever-shorter attention spans are changing how organisations function. At the heart of good Category Management is a comprehensive multi-step process requiring extensive cross-functional engagement. Even using the latest digital tools or collaboration tech, it’s not something you can shortcut if you want breakthrough. Yet, I frequently find myself getting asked for a ‘quick and dirty’ version requiring a fraction of the time without needing to bother the rest of the business. This is possible but won’t deliver anything beyond small incremental benefits. Another reality is that to get step change benefits, you need to put the effort in.
Misconception #4 – Surely we don’t still need to train people? Yes you do!
Good Category Management skills are the rarest of procurement capabilities, and those with them are the most expensive hires, meaning we need to develop the talent we already have. But such skills don’t just happen, nor can professionals aquire them with just a few elearning modules or by taking short courses on LinkedIn. Advanced Category Management capability, together with advanced negotiation, AI and data capability, are the critical skills needed for strategic procurement today. This is only possible by investing in deep learning and development, combining extensive training with guided practice and ongoing coaching. Once again, there are no shortcuts here.
Restoring excellence and rediscovering breakthrough benefits
So how can we reverse Category Management Entropy and return to the era of breakthrough benefits? There are five areas to focus on:
- Process and analytics – Be clear what good Category Management is and drive business wide adoption of one universal best practice process with supporting analytics (eg such as the 5i® method). This must become a common framework that all live and breathe, and must be the backbone to either a latest generation digital solution or traditional Category Management.
- Data and information – Before rushing out to buy the latest tech, build a strategy for data and information. Consider what you need now and in the future, what you need to own and manage, and what you will source. Then, consider how best to acquire this and integrate to your Category Management solution. Think less about buying into applications that serve up the data, but sourcing the raw data that feeds your Category Management tool or deployment. Finally, maybe hire a data scientist or two to become more data driven.
- AI as part of the team – Grasp the power of AI to become a part of (not to replace) the team to support data gathering, analytics and generating key outputs. Equip the team with the skills to be power users of AI, to mitigate the risks and verify what it does within the broader process.
- Talented, highly capable people – Build and maintain advanced Category Management capability
- Governance – Establish solid governance with oversight of all category projects to drive process rigour, manage progress, track benefit delivery and share successes.
Jonathan O’Brien, CEO of Positive Purchasing Ltd, is a leading expert on procurement, and works with global blue-chip organisations to help transform their purchasing capability. He is also the author of Category Management in Purchasing.