For building products manufacturers, aligning the teams that drive demand (sales, marketing and account development) with those that fulfill it (production, supply chain and capacity) is essential to long-term success. This alignment, more critical than ever post-COVID, closes operational gaps, improves efficiency, and enables revenue growth.
Why Alignment Matters
- Post-pandemic challenges have pushed sales teams to be proactive, making misalignment more costly.
- Strong leadership is needed to define a clear vision, values, and strategic goals that guide decisions and unify teams.
- Internal and external alignment ensures consistent messaging, operational efficiency, and a superior customer experience.
What Makes Alignment Work
- Core Purpose and Values: Clear purpose and values, like those at Ferguson Enterprises, drive growth, trust, and partnership.
- Strategic Goals: When long-term objectives are well-communicated, teams understand how their work contributes to success.
- Communication: Frequent, transparent communication bridges silos and ensures all teams work from the same priorities.
Avoiding Misalignment Pitfalls
- Disconnected teams waste resources and reduce competitiveness.
- Inconsistent communication leads to mismatched priorities and poor customer service.
- Lack of leadership presence (e.g., international companies managing remote teams) can damage productivity and relationships.
Actionable Steps for Leaders
- Define and communicate vision, values, and strategy across all levels.
- Align individual and departmental goals with the company’s mission.
- Embed values into everyday operations and reward systems.
- Create systems for feedback, collaboration, and transparent communication.
Final Takeaway
Companies that align their demand-driving and fulfillment functions internally and externally outperform competitors. This alignment enables faster response to market needs, stronger partner relationships, and long-term profitability. Without it, manufacturers risk inefficiency, customer dissatisfaction, and declining market share.
Reference
Schaible S, Trombitas P. (2025) Why Informed Leadership Is a Must for Building Product Manufacturers Looking to Align Teams. FMI