Supply chain is business. It is a better way to design business networks to drive value-based outcomes. It is a shift from marketing-driven to market-driven. It is a transition from digital marketing to digital business. People want to talk about the fact that sales, marketing and supply chain need to get along and align. But in today's world, they won't. They are incented differently in the organization, and the incentives put them at odds. Instead, the leadership team needs to build a strategy for the entire organization to focus on the delivery of value-based outcomes. The supply chain can then be the catalyst to map the processes outside in.
