Page 20 - 17-18_BOOKLET_FLIPBOOK.pdf

Category Controller
The category management function is on the move, yet again, in a positive way. The original remit of the role is being stretched beyond insight, shopper data, analysis and behaviour, to include customer/shopper and activation marketing, all of which brings the function ever closer to the commercial relationship with trade customers. The category function is now expected to have a meaningful dialogue, possibly as often as the sales team, with buyers and their trade category counterparts, in the interests of category based selling solutions. We are seeing an evolution of the category function from traditionally tightly defined areas of specialism, to an all-encompassing role with responsibility for the broader mix of trade interactions. The impact of this is the importance now placed on the function in the sales organisation.
As such Category Controllers earn similarly to National Account Controllers and deservedly so. It reflects the responsibilities for leadership and strategy that the role entails. Increasingly, with the importance of ‘big data’ in companies’ decision-making, as well as category based selling methods, the category function has far greater influence in shaping commercial strategies than ever before.
It is also worthy of note that this role has a proportionally greater population of female to male split than its comparison in national accounts, however salary is marginally in favour of male Category Controllers.
A cautionary note must be that in smaller companies the Controller status is open to misuse in much the same way as its counterpart in national accounts; to enhance an individual’s need for status or influence.
THE SIMMANCE PARTNERSHIP
“ Performance measures are intrinsically different, defined by functional responsibility, yet bonus paid is very similar to National Account Controllers.
“