It could be said that profitability and ROCE are issues for others higher up the company hierarchy, that in unprecedented times, NAMs need to focus on keeping the fires down, and leave the bigger picture to the bigger artists...
We happen to believe that without a big-picture context, continuous fire-fighting limits, rather than stimulates, personal growth. Use of numbers shortens the odds, whilst taking a chance without running the numbers smacks of recklessness…
But the real issue is courage…with the bar raised higher with every high street casualty…
However, in the buyer-seller day-job, fighting for time and even risking humour in the face of ever shortening attention-spans, working from the bigger picture can be scary in that, by encouraging the use of numbers and their impact on the retailer’s P&L, our ideas and recommendations can be quantified.
This means that, in unprecedented times, where history is of little help, a buyer following the advice will sometimes hold the NAM accountable for good results, and always in the case of a bad outcome.
It takes courage to persist until signs of success begin to emerge, increasingly conscious of the fact that a better than average promotion becomes a higher hurdle for the next initiative, especially when we apply the numbers and risk an ROI analysis…
Eventually, however, this continuous drip-feed of quantified initiatives begins to make an impact on joint-profitability, while others focus on nasal cleanliness and await the emergence of new guidelines when markets eventually settle down..
Meanwhile, the proactive NAM has the courage to focus on output rather than input, in a continuous stream of creativity that over time, results in the growing satisfaction of perhaps a few good ideas in retrospect…
Beth Davis, was old actress who often quipped about the difficulties of growing older…
Had she lived a little longer, she might even have said: ‘National Account Management ain’t for sissies…’
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