A Little Bird
INDUSTRIES / CONSUMER PACKAGED GOODS
Know how competitors staff your largest retail accounts.
Org maps of competitor customer teams, category management and sales organizations at key retailers, for sales strategy and customer leadership at consumer products manufacturers.
FUNCTIONS WE MAP
01 Customer teams
02 Category management
03 Retail sales organizations
Who uses it
Sales strategy, customer development, category management and commercial insights leaders at food, beverage, household and personal care manufacturers.
The decisions it informs
Customer team design for major retailers, clubs and e-commerce platforms
Category captaincy and validator positioning against a competitor's category management capability
Retail media, shopper marketing and e-commerce staffing versus competitors
Broker versus direct coverage decisions by channel
Response to a competitor's reorganization or acquisition
Why structure matters here
Point-of-sale and panel data show sales and share. They don't show how large a competitor's customer team is at a key retailer, whether it holds category captaincy, or how much it has invested in e-commerce and retail media. That structure shapes the decisions buyers make before any scan data appears.
Questions we answer
How large is a competitor's customer team at a given retailer, and how is it divided by function?
Does the competitor hold category captaincy, and how is its category management team organized?
How are e-commerce, retail media and shopper marketing staffed?
Where does a competitor use brokers, and where does it sell direct?