According to a recent FMI article, “Why Internal Alignment Is Key for Building Products Manufacturers” (2024), in today’s marketplace, building product manufacturers face the ongoing challenge of maintaining a competitive edge while meeting evolving market demands. And, one of the most critical factors influencing their success is the alignment between the teams focused on driving demand (account development, marketing and sales) and those responsible for fulfilling demand (supply chain, capacity and production).
This article explores the importance of alignment both internally and externally to achieve success, the challenges posed by misalignment, and strategies for ensuring all departments work cohesively toward shared goals—ultimately enabling companies to capture market share and maintain a competitive advantage.
Establishing alignment within an organization, particularly between driving demand and fulfilling it, is vital in maintaining market position and seizing new opportunities. When these components are coordinated, an organization can more effectively position its products, deliver on customer promises and adapt to market shifts, whether regarding new product types, changing material demands or customer requirements.
Explore some of the strategies and best practices to help overcome these challenges. At the start, organizations must foster a culture of alignment and collaboration across all departments—an operational best practice. This involves several key strategies:
- Communicate alignment goals.
- Incorporate customer insights.
- Share best practices.
- Ensure resources match demand.
- Develop the sales team.