Breaking Down Silos: How the Route to Shopper® Framework Creates Cross-Functional Alignment in Consumer Goods Organizations
In the complex world of consumer goods, one challenge consistently undermines commercial performance: organizational silos. Marketing creates brilliant campaigns disconnected from sales realities. Category management develops strategies without supply chain input. Digital teams build experiences that don’t align with in-store execution. The result? Fragmented shopper experiences, wasted investments, and missed opportunities. The Route to Shopper® […]