Analyst Insight: Best-in-class companies are evolving to meet their customers' needs by reverse engineering their supply chains to align with overall sales strategies and customer desires. This process involves integrating and working various verticals within a company in order to achieve the desired outcome. Supply chain professionals are taking a different look at their companies' operations through the lens of customers' perspectives and expectations, and organizing the supply chains around those focal points. - Rodrigo Cambiaghi, Principal, Ernst & Young LLP and EY US Leader for E2E Supply Chain practice; and Dieter Bölzing, Principal, Ernst & Young LLP and EY Supply Chain Strategy & Planning, EMEIA