What are the 7 habits of quite good category managers? I wonder if anyone had an idea like that before? 😃 But anyway, here goes. See if you agree!
1. Seek first to understand shoppers
There is one constituent in sales and marketing that any category manager can and should “own.” An element of the business story too often neglected. And that is how and why the shopper makes their purchase*.
2. Be proactive about “category-led”
You champion the category as the territory in all situations, for the simple reason that if your brands can build on category needs, you will be more successful.
Few have this responsibility, so wear it well. Be willing to explain, cajole and demonstrate why this matters. It matters because its the thing you and the retailer have in common.
3. Begin with growth in mind
Your retailer only cares about growing their bottom line. That’s what their bonus gets paid on. So therefore this is what you need to focus on.
Promotions, NPD, listings, POS, everything in your cat man universe has to evidently deliver more shoppers, more units, more margin, greater value for the category and hence the store. You are about bottom line growth. It’s your North Star.
4. Think win win… win
Most others have to worry about winning consumers against other brands. But you have to build in another win – a win with the retailer as well. And to be honest, that can be tough.
Some may think retailers and suppliers are in opposition. Not on your watch. You are the negotiator that seeks and finds the common ground.
5. Insightersize
It’s a dodgy word but it’s the best way of saying that your strategy should be based on a need, problem, barrier or opportunity that you have understood (or noticed) better than your competitors.
Insights are the foundation stone of success – bringing the shoppers and both your businesses together. That’s what all that data is really for. To uncover insights*.
6. Brand things second
If you can put shopper ahead of category and both ahead of brand, then my son, you will be a category manager (thank you Kipling). You will face naysayers.
They will accuse you of not being true to the greater cause but you are. In fact, more so – because you know that brand success in retail is either about category growth…. or writing large cheques. Because sadly the retailer doesn’t really care about your brand 😒
7. Sharpen the story
Last but not least, you must be a story teller. Data insights, strategy go nowhere unless you can win over the others. Notably your buyer. Learn to distill. To dramatize. Win hearts and minds. Not with data, but with the tales it reveals. You are not just an analyst. You are a communicator.
If you can master all seven, you will be quite a good category manager and well on the way to becoming a trusted advisor. A legend, perhaps?
*And if you want the data to make all this even more doable. You know where to come.
With apologies to Stephen Covey…
