Your Cat Man Function Needs a Vision Overhaul—Here’s How to Get Started
Times are always a-changing in the CPG world. Volume gains are soft, price growth has hit a ceiling, and the winners in the retail space look different than they did a short while ago. Your category is evolving, and so are the tools (think AI!) and capabilities your team wields.
With this much change, it’s natural to think about redefining your Cat Man team’s vision and strategy—especially looking ahead to the next 2-3 years. Yet, how many times have you sat down to work on it, only to have the daily grind pull you back in? It happens to the best of us.
The good news? You just need a starting point, and that’s where we come in. Let’s break down a proven approach to crafting a vision and strategy that resonates with your senior leadership and your team.
Imagine this: You’re a Cat Man leader…you’re in front of your company’s Sales or Senior Leadership, unveiling your Cat Man function’s Vision and Strategy. This is how your story (or presentation) can flow—it’s got three key parts:
Part 1: Start with the Big Picture—Where Have You Been?
Begin with the positives. Level-set with your audience. Share your team’s key wins over the past few years, e.g., highlight sales growth, margin success, or key launches. Maybe you rolled out a new category playbook or earned those “Vendor of the Year” awards. Celebrating these wins will build confidence and remind everyone of the value you add.
But don’t shy away from the opportunities (a.k.a. the gaps). This is where you make the “case for change.” Talk about what skills—like advanced shopper insights—you haven’t yet built because your team’s been too focused on the day-to-day. Or mention those gaps highlighted by retailer feedback, e.g., from the Advantage Report or Kantar rankings.
Part 2: Paint the Future—Where Are You Headed?
With a solid foundation in place, it’s time to share your vision for the future. Think about it like this:
- Vision: The future state you’re aiming for—what you want your team to become.
- Strategy: The 3-5 pillars that will get you there.
For example, you might aim to become a trusted advisor to retailers, delivering insights that are as actionable as they are impactful. The strategy could then focus on three pillars:
- Stay Market-Focused: Prioritize understanding market dynamics (macro, consumer, shopper, retailer) to anticipate shifts and stay ahead.
- Achieve Execution Excellence: Focus on seamless execution of customer initiatives to ensure consistent impact.
- Invest in Team Capabilities: Keep building skills that empower the team to meet evolving challenges.
Part 3: Detail the Roadmap and Ask for Buy-In
Now it’s time to get specific. Break down the milestones that will guide your journey. What’s your plan to get there? What metrics will you use to measure success? Aiming to climb those Advantage rankings or secure category captaincy at select retailers? Lay it out.
And, of course, come to the table with an ask. Most Cat Man teams would be unstoppable if they weren’t bogged down with routine reporting tasks. Think about what you’d like to start, stop, and continue – below are just a few examples.
- Start: More time spent on customer-specific insights and category growth initiatives.
- Stop: Tedious, time-consuming reporting tasks that don’t directly add value.
- Continue: The things that are working—like maintaining strong collaborative relationships with your sales partners.
By framing your vision and strategy this way, you’ll not only make a compelling case to your leadership, but you’ll also inspire your team with a clear direction for the future. Remember, as a leader, it’s all about balancing the day-to-day while keeping your eyes on that North Star.
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OUTKREATE developes retailer-facing presentations for top CPG Cat Man & Insights teams, equipping them for success — be it Top to Tops, Innovation Selling Stories, Line Reviews & JBPs, and more.
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