Structure & Sustain Key Relationships for Competitive Advantage
In an environment characterised by scarce resources, increased competition, higher customer expectations, and faster rates of change, executives are turning to partnerships to strengthen supply chain integration and achieve a sustainable competitive advantage.
The SCMi High Performance Business Relationships program focuses on how to implement:
- Customer Relationship Management Process
- Supplier Relationship Management Process
- The Partnership Model and
- The Collaboration Framework.
The customer and supplier relationship management processes form the linkages in the supply chain and provide the structure for how relationships with customers and suppliers are developed and maintained.
The goal is to segment customers and suppliers based on their value over time to the organisation and to implement strategies to increase this value.
“At The Coca-Cola Company, we use supplier segmentation as the foundation of our global supplier relationship management process. Partnership sessions are held with suppliers categorised as strategic during the segmentation.”
— Martha Buffington, Director, Supply Chain Strategy and Program Management, The Coca-Cola Company
“It is incredible what we learned about our customers in these meetings. In some cases, we found that certain goals we had were, as a matter of customer policy, never going to happen, so we were able to immediately pull resources back. In other cases, we uncovered opportunities for collaboration that we had no idea existed. Either way, the sessions helped us, and our customers, make much smarter investments with each other and accelerate returns on those investments.”
— Bernard F. Leonard, Group Vice President, Food Service, Tyson Foods
The Partnership Model has been used to structure more than 100 business relationships, including The Coca-Cola Company and Cargill, and Wendy’s and Tyson which was the basis for a Harvard Business Review article (click here for HBR article “We’re in this together”).
The Collaboration Framework is being used by companies such as restaurant chain Bob Evans Farms and its major distributor to realise the value of collaboration in real tangible terms (click here for Supply Chain Quarterly article “Co-creating value: The next level in customer-supplier relationships”).
Source: Douglas M. Lambert, A. Michael Knemeyer and John T. Gardner, Building High Performance Business Relationships, Ponte Vedra Beach, FL: Supply Chain Management Institute, 2010, p. 8 and p. 79
“I think the model is invaluable and I have seen it work with all types of relationships.”
— Joe Gordon, Vice President of Supply Chain, Noodles & Company
“The Collaboration Framework helped us refocus a relationship with a new supplier of a high potential new product where performance was not meeting the requirements of our key customers.”
— Pete Koehn, Vice President, Global Operations, Imation
Who Should Attend This Program
Designed specifically for professionals who are striving to: (a) develop and maintain collaborative relationships and partnerships with key customers and suppliers; (b) work with key customers and suppliers to co-create substantial value from these relationships; (c) develop and maintain the necessary interfaces with the other six supply chain management processes (refer SCMi Supply Chain Management Framework). The program is ideal for Managing Directors, General Managers, Commercial Directors and Supply Chain Practitioners of all levels, as well as their colleagues in Marketing, Sales and Finance.
Why Attend This Program
- Only entity in Australia to deliver SCMi Executive Education Programs – Supply Chain Coach® – through partnering with the Supply Chain Management Institute (SCMi) in Florida.
- Hear from leading supply chain expert Dr Douglas M. Lambert, as the lead facilitator of this program, supported by Dr Matias G. Enz, during this special visit.
- Learn the methodologies that have increased the value of multi-billion dollar corporations and supply chains in the USA and around the world.
- Understand how to assess, structure and implement high performance relationships with key customers and suppliers to drive competitive advantage
- Discover real examples implemented by major corporations and the impact to overall financial performance.
“The Partnership Model has become an essential tool for me in structuring the supplier relationships that are necessary for business success. Understanding both parties’ expectations and the potential benefits of a relationship is essential to appropriately allocate time and resources. Using the model has improved our efficiency and success rate with supplier relationships. Our suppliers often praise it for helping them better allocate resources and achieve the improved results.”
— Judy Hollis, President, Judith L. Hollis, LLC Former SVP, Wendy’s International, Inc.
Participants will learn:
- How to implement cross-functional processes to manage customer and supplier relationships in the supply chain.
- How to identify customers and suppliers who have the most potential for a collaborative relationship.
- How to use the Partnership Model or the Collaboration Framework to structure a collaborative relationship.
- How to measure the value created for each company involved in a relationship.
Examples will be provided showing how best -in-class companies used the tools covered in the seminar to improve the profitability for them and their key customers and suppliers.
“The Coca-Cola Company uses the Partnership Model to structure a discussion of each company’s business strategies and the “drivers” of partnership as the launching point for its strategic supplier partnership process. A joint partnership plan is created as a result of this discussion at the partnership meeting. The plan includes 3-5 annual objectives and specific initiatives, which are assigned to an owner at each company. Our partnership management routines ensure that the initiatives get done and we maintain the momentum generated in the partnership meeting.”
— Martha Buffington, Director, Supply Chain Strategy and Program Management, The Coca-Cola Company
Leading Edge Companies
The development of the frameworks was led by Dr Douglas Lambert with a team of researchers and involved executives from the following organisations who contributed to the frameworks and the content of the book Building High Performance Business Relationships:
3M; Bob Evans Farms; Cargill; The Coca-Cola Company; Colgate-Palmolive Company; Defense Logistics Agency; The Goodyear Tire & Rubber Company; Hewlett-Packard Company; Imation; International Paper; Limited Brands; Lucent Technologies (AT&T Network Systems); Masterfoods USA; McDonald’s Corporation; Shell Global Solutions International B.V.; Sysco Corporation; TaylorMade-adidas Golf Company; Tyson Foods, Wendy’s International and Whirlpool Corporation.
“Developing and managing a partnership with a strategic customer or supplier as outlined in this book can provide you with a competitive edge and help tilt the playing field in your favor.”
— Richard A. Locke, Vice President, Supply Chain, Food Packaging Americas & Global Pharmaceutical Packaging, Alcan
“The partnership model described in this book provides the structure to be successful.”
— Don Klock, Former Vice President, Chief Procurement Officer, Colgate-Palmolive
“It is easy to put the commitments on paper, but it is more difficult to put them into action.”
— Judy Hollis, President, Judith. Hollis LLC, Former Senior Vice President, Wendy’s International, Inc.
8:00 am Registration and Breakfast
8:30 am Welcome and Introduction
9:00 am COLLABORATION: A REQUIREMENT FOR LONG-TERM SUCCESS
- Importance of a Supply Chain Vision
- Why is Relationship Management Important?
- What is Co-Creation of Value?
- When is Collaboration Appropriate?
- Tools to Structure Business Relationships
10:00 am Break
10:15 am THE CUSTOMER RELATIONSHIP MANAGEMENT AND THE SUPPLIER RELATIONSHIP MANAGEMENT PROCESSES
- How Customer Relationship Management and Supplier Management Form the Critical Business-to-Business Linkages
- Segmenting Customers and Suppliers to Identify Candidates for Collaboration
- Developing Product and Service Agreements with Key Customers and Suppliers
- Measuring the Profitability of Customers and Suppliers
- Sharing Risk and Rewards
11:45 am Lunch
12:45 pm THE PARTNERSHIP MODEL: A TOOL FOR STRUCTURING BUSINESS RELATIONSHIPS
- The Importance of Partnerships
- When Partnership Should and Should Not Be Used
- Determining the Appropriate Level of Partnering
- Measuring the outcomes of a partnership
2:15 pm Break
2:30 pm THE COLLABORATION FRAMEWORK: A TOOL FOR DEVELOPING A JOINT PLAN FOR SUCCESS
- What are the Business Goals for the Relationship?
- Aligning Expectations
- Developing a Joint Plan
- Measuring Performance Against Expectations
4:00 pm CO-CREATION OF VALUE WITH KEY CUSTOMERS AND SUPPLIERS
- The Value of Cross-functional, Cross-firm Teams
- Measuring Value in Financial Terms
- Using The Partnership Model or The Collaboration Framework to Co-Create Value
5:00 pm MAXIMISE EDUCATION RETURN ON INVESTMENT
- We will close the program by focusing on how to start implementing SCMi High Performance Business Relationships in ways that will generate rapid success.
5:30 pm Program Evaluation & Close
- Book: Building High Performance Business Relationships
- Program materials
- Certificate of Attendance
Continuing Professional Development (CPD) Points
Earn 7 CPD points
The Transport and Logistics Certification Council has agreed that the completion of this program will allow you to earn 7 points towards retention of your Certified Professional Logistician (CPL) status.
The Australasian Supply Chain Institute (ASCI) has agreed that the completion of this program will allow you to earn 7 points towards maintaining APICS or DDI Institute certification.
Click here to register interest in this program.
Supply Chain Coach® is an agency of LSC Solutions Pty Ltd – the only company in the world to partner with the Supply Chain Management Institute (SCMi) in Florida. This collaboration allows LSC Solutions Pty Ltd via its agency Supply Chain Coach® to deliver SCMi Executive Education Programs using the methodologies that have increased the value of multi-billion dollar corporations and supply chains in the USA and around the world.