by Jennifer Hart Yim | Aug 21, 2020 | Blog, Supply Chain, Talent
Editor’s note: This is the second in a series of three guest posts by Kate Began of Polycase.
The increasing digitization of commerce has revolutionized global supply chains in all kinds of ways. Shipments can now be dispatched with the click of a button, sophisticated algorithms can automatically route truckers around traffic jams, and goods can be imported and exported more quickly and easily than ever.
To handle all of those big changes and ensure that today’s supply chains keep up with the times, a new career has been born: the digital supply chain manager. This relatively new career is taking off fast. So, what’s it all about? Today, we’ll talk about what a career as a digital supply chain manager entails, how to enter this in-demand field, and even why some supply chain management jobs may be totally different from what you expect.
What exactly does a digital supply chain manager do?
Duties
Digital supply chain managers are responsible for helping businesses implement the tools of 21st-century logistics in their supply chains. It’s all about keeping one foot in the bold new frontiers of the digital world and one foot in classic business acumen. The goal? Breaking down walls and silos, and creating a more efficient and integrated process.
The job of a digital supply chain manager usually includes tasks such as:
- Using predictive analytics tools and automated replenishment to more effectively meet businesses’ inventory needs
- Managing the operation and implementation of software systems such as ERP suites and digital logistics platforms
- Helping businesses integrate their eCommerce platforms with their operations on the ground
- Deploying IoT devices and automation in innovative and cost-effective ways digital supply chain management jobs may be totally different from what you expect.
- Analyzing data collection practices and finding new ways to collect the data that matters
- Ensuring that all elements of the supply chain, both physical and digital, are secured appropriately
- Devising and implementing strategies for continually improving supply chain technologies and evaluating the latest technological trends
As the digital supply chain continues to evolve, the digital supply chain manager’s duties will continue to do so as well. It’s a career that requires a commitment to rolling with the punches and continually improving one’s own skills.
Qualifications
What kind of qualifications does someone need today to get a job as a digital supply chain manager?
- Education: At a minimum, you’ll probably need a bachelor’s degree from an accredited university, preferably in a subject like supply chain management, business, statistics, or information technology. Of course, a higher degree like an MBA can only help a candidate’s chances.
- Skills: A digital supply chain manager needs to have a working knowledge of key digital logistics tools such as demand forecasting software, trucker load boards, route planning software and major ERP software suites. But it’s important to remember that a good digital logistics manager’s skills don’t live inside the plastic enclosure of any of their many devices. At the end of the day, it comes down to a candidate’s ability to plan, prioritize and forge meaningful connections with other stakeholders.
- Experience: Entry-level jobs in the digital supply chain management field often include jobs such as logistics analysis, customer service, procurement coordinators, and buyers. Digital supply chain management is a field in which experience and skills are king, so someone with a long history of success in the field may be a competitive candidate even without an advanced degree.
Job outlook
With supply chains expanding and digitizing every day, the job market outlook for digital supply chain managers is fairly strong. The Bureau of Labor Statistics (BLS) predicts job growth of 5 percent (or about as fast as an average career path) for logisticians of all kinds, but there’s good reason to think that digital supply chain management will be a fast-growing subset of that career.
That’s because, as eCommerce continues to create the new realities of the market, the BLS also predicts continued strong growth in all kinds of industries adjacent to eCommerce. And as businesses attempt to compete (or work alongside) eCom behemoths like Amazon and Walmart, the demand for logistics professionals who can navigate the digital supply chain is likely to remain high.
How about average salaries and income? According to BLS data, the average logistician earns around $75,000 per year, which already isn’t too shabby. However, considering the high demand for digital and software skills, digital supply chain managers are likely to earn toward the higher end of the pay scale for their field. And for candidates whose skills include the back-end aspects of software development, the opportunities can be even greater.
The other kind
Depending on who you’re talking to, the phrase “digital supply chain manager” can also refer to a totally different career. The other kind of digital supply chain manager works to coordinate the many aspects of delivering a digital product or service to the consumer.
Think about it: Any app or service that you use goes through a multitude of layers of other software and Web services. From Amazon Web Services to WordPress to cloud security software, this new “digital supply chain” is an essential part of 21st-century commerce. Making sure that every step of the chain is secure and functional is a big job that requires a lot of big-picture thinking and familiarity with a huge variety of technologies.
This kind of digital supply chain management is much more software-focused and can often be done remotely. Essential qualifications skew much more toward the technical side, with degrees and experience in full-stack development, software engineering, computer science, and information technology all offering relevant knowledge.
For those seeking the careers of tomorrow, digital supply chain management is almost certain to have its place among the most critical jobs. Its combination of logistics and sophisticated computer skills isn’t for everyone—but it’s definitely a promising career for those who find that it calls to them.
Kate Began serves as the Sales and Marketing Manager for Polycase. She oversees the customer service representatives, assists with product development, and leads the marketing efforts from the Avon, Ohio headquarters. Kate is also an avid Cleveland Indians fan!
Read more:
Listening alert: New supply chain podcast from DC Velocity
5 ways Covid-19 has already changed American manufacturing
The case for outsourcing content at a time of disruption
by Fronetics | Jul 19, 2020 | Blog, Current Events, Supply Chain
As the popularity of podcasts grows, DC Velocity premieres a new supply chain podcast — Logistics Matters.
Our blog posts on supply chain podcasts consistently get a lot of views. Now, we can share news of another addition to the growing lineup of listen-worthy talks.
Logistics Matters With DC Velocity is a brand-new supply chain podcast designed to help logistics and supply chain professionals keep up with the most recent developments in this fast-changing industry. Considering the recent global disruption, there’s hardly a better time to add this insightful commentary to your list of podcasts.
At the mic, we find the editors of DC Velocity magazine: Editorial Director David Maloney, Senior News Editor Ben Ames, and Senior Editor Victoria Kickham. Every Friday, they post a new episode tackling the latest news and trends that supply chain professionals should understand to make informed decisions and stay abreast of the competition.
Logistics Matters With DC Velocity also invites industry experts to share their take on the issues that are driving conversations in distribution center management, freight transportation, material handling, and more.
[bctt tweet=”There’s a new addition to the growing lineup of listen-worthy supply chain podcasts: Logistics Matters With DC Velocity tackles all the issues you need to stay ahead of the competition.” username=”Fronetics”]
Timely topics kick off new supply chain podcast
And this new supply chain podcast is off to a strong start with a range of timely topics. Take a look:
- What to watch out for in the United States-Mexico-Canada agreement — with David Henry of GlobalTranz.
- Keeping material handling equipment safe and sanitized — with Ken Raycroft of Briggs Equipment.
- Racism faced by Black delivery drivers — with Dr. Terry Esper, associate professor of logistics at the Ohio State University’s Fisher College of Business.
- Investments in logistics technology companies amid the pandemic.
- National Forklift Safety Day — with Brian Feehan of the Industrial Truck Association.
- IT infrastructure problems revealed by Covid-19.
- Martin McVicar of Combilift on how the company has adjusted its manufacturing operations and customer contacts in light of the pandemic.
- How layoffs are disproportionately affecting the logistics sector.
- How truck drivers are being shown a little love in the form of higher pay.
Easy listening wherever you are
Just like podcasts in general — they now number a staggering 850,000 — supply chain podcasts have grown in popularity in recent years, spurred by increased smartphone use and the ease they let you absorb new information. Some, like Talking Logistics, founded in 2015, and the Inbound Logistics Podcast, founded in 2016, are veterans in the group. Others, like The Digital Supply Chain podcast, premiered last year. But, clearly, there’s even more to say.
Logistics Matters With DC Velocity is available on Apple Podcasts, Spotify, Stitcher, TuneIn, Google Podcasts, iHeart Radio, and many other platforms, as well as at dcvelocity.com/podcasts. DC Velocity’s new supply chain podcast is produced by AGiLE Business Media, a leading publisher of business content for logistics, material handling, and supply chain executives.
It has never been easier to stay on top of the world of supply chain trends and news.
Happy listening.
Read more:
by Fronetics | Jun 16, 2020 | Blog, Covid-19, Marketing, Strategy, Supply Chain
We conducted a quick audit of supply chain company pages — and found these examples of effective marketing strategies.
The country is step by step trying to return to a new normal, but uncertainty continues to throw a wrench into full supply chain recovery. What are some examples of effective marketing strategies during such a disruptive time? When a Zappos order takes two weeks to arrive rather than the usual overnight, even end customers cannot help but notice the impact of the global pandemic is far from over.
Group News Editor Jeff Berman reflects on the challenges in Logistics Management:
“We have emerged from the abyss, in the past, but things felt different, in the sense that perhaps there was more of a tangible or definitive endgame or objective that would bring some type of closure to these issues. But, unfortunately, as things relate to COVID-19 and the ongoing civil unrest, things remain far more loosely defined, or simply undefined or uncertain.”
Despite the disruption, organizations that can emerge as beacons of knowledge and stability can have a distinct advantage over the competition. While some supply chain companies have chosen — deliberately or not — to leave out references to the disruption in their external communication and on their websites, others have created elaborate resources directed at current customers and prospects.
So, what marketing strategies are others pursuing? We conducted a quick audit of leading industry publications and company pages to see who have decided to actively engage their audience and how they have gone about doing it. As you will see, returning features of these examples of effective marketing strategies during Covid-19 is the:
- Reframing of the sales language to suit the current environment
- Focus on being a source of help
- Effort to initiate meaningful conversations with prospects
4 examples of effective marketing strategies to take your company through Covid-19 uncertainty
Descartes — comprehensive resource page instills confidence
Descartes has created a text-book resource page. The multinational technology company leaves no question unanswered, skillfully weaving thought leadership resources and customer testimonials with gratitude to “logistics and supply chain heroes” and a running log of press mentions.
The product pitch has been reframed to answer the needs of the target audience. Descartes’ cloud-based logistics and supply chain solutions are not just good for any challenge but specifically brings the “flexibility needed to efficiently respond to challenges related to the global pandemic.”
The rest of the page is built to reinforce that point. Three calls-to-action urge readers to:
- Join an upcoming webinar on finding alternative supply sources in a disruptive time
- Speak to a Descartes expert on how to mitigate operational challenges
- Connect with a Domain expert
In addition, readers find as many as 11 whitepapers or Covid-19 Action Guides. Topics cover a range of challenges, from pivoting to no-contact deliveries and assessing the impact on supply sources with global trade data to dealing with import and export compliance issues. Descartes has also, in a short amount of time, compiled a list of case studies that serve as real-life examples of how the company has helped customers mitigate the impact of Covid-19.
Takeaway: The page instills confidence and enforces the impression this company is ready to lead customers through volatile times.
Quinyx — timely study starts relevant conversations
Quinyx, a global cloud-based, workforce management SaaS provider, astutely made the company part of relevant conversations by producing a study, The State of the Deskless Workforce, at just the right time. The study surveyed 12,000 deskless workers in a range of industries, including logistics and transportation, in March and, again, in April to understand the impact of the global pandemic.
Among the findings that generated a stir: 30% of logistics workers think it is a fireable offense to take more than one consecutive sick day; and nearly 20% of logistics professionals came into work sick during the Covid-19 outbreak.
The timely release of the study managed to both subtly promote the Quinyx solutions and highlight the newsworthy issue of workplace flexibility. A related blog post on the study concludes: “If 2020 has a silver lining, it comes in how it’s forcing businesses to react, respond and embrace technology to safeguard their futures.”
Takeaway: The study helps position Quinyx as a hands-on partner tuned into the needs of customers in a rapidly evolving work environment.
Kinaxis — virtual events fill trade show void
On May 29, Kinaxis issued a press release: The company was launching Kinaxis Live, a series of virtual conferences on the theme, “Planning for the New Normal.” In the release, Kinaxis, steered clear of the Wikipedia description of the company (“a supply chain management and sales and operation planning software company”), opting instead for action-driven language that captures the aim of its target audience (“the authority in driving agility for fast, confident decision-making in an unpredictable world”).
The events bring together Kinaxis experts as well as supply chain practitioners from other companies, including Merck, Flex, ON Semiconductor, Lippert Components, and Konica Minolta, and promise to discuss:
- Lessons learned on managing through COVID-19 and the future of supply chain planning
- Insights on how to prepare for the rebound and long-term impacts across industries
- Tips on how to build resiliency and agility into your integrated business and supply chain planning by leveraging AI, human intelligence, and concurrent planning
Takeaway: By bringing the conversation online, Kinaxis can reach prospects who missed out on the opportunity to connect during one of the now canceled or postponed trade shows. The events also help establish Kinaxis as a trusted and knowledgeable resource with a large ecosystem of high-profile partners.
Kibo — approachable resource center builds competitive edge
The rise of online shopping since the arrival of Covid-19 has — naturally — triggered interest in cloud-based technology. And Kibo has aptly seized the opportunity to raise the profile of its ecommerce platform with a clean-cut Covid-19 resource page.
Aiming to provide “tactical and empowering content to lean on,” Kibo has created a range of resources tightly focused on showcasing industry expertise and answering customer questions. Visitors can access webinars, a whitepaper, and blog posts on everything from personalizing your order management strategy in the Covid-19 era to setting up touchless pickup.
Takeaway: The conversational tone of the page strikes a balance between promoting the company product and sounding genuinely interested in helping clients navigate the Covid-19 crisis. In the intensely competitive market for ecommerce platforms, the page can set Kibo apart.
Many companies are still learning how to best conduct marketing in the midst of a global crisis. Examining examples of effective marketing strategies can generate ideas and inspire adjustments that help your organization rise above the pack.
Read more:
The case for outsourcing content marketing at a time of disruption
Supply chain marketing during Covid-19, the risk of cutting back
Covid-19 messaging strategy for supply chain companies: Getting the basics right
by Fronetics | Jun 9, 2020 | Blog, Content Marketing, Covid-19, Marketing, Strategy, Supply Chain
Too busy? Don’t want to invest in-house? Here are 4 prime reasons organizations opt to outsource content marketing.
No other lead generation tactic is more important to technology marketers than content assets. The new Gartner research — trade shows come in second place — shows the importance of paying heavy attention to how your organization positions itself online. If the Covid-19 repercussions left you no choice but to cut back on marketing or if you have been juggling more than ever, consider the case for outsourcing content marketing to stay competitive and excel.
At a time when some of the biggest supply chain trade shows have been either canceled or postponed, count on content assets to grow in significance. Is your organization up to the task?
In our work with both supply chain startups and multi-national corporations, we have noted a few returning reasons for outsourcing content marketing.
Do you recognize yourself or your organization in any of the following?
Outsourcing content marketing: 4 reasons organizations decide to seek outside help
Too much to do
When content marketing is the umpteenth task on an endless to-do list, the results will suffer. This scenario is particularly common among startups where everyone is wearing as many hats as possible in anticipation of the next round of funding. The haphazard approach to what is being published on social channels and on the blog does the company no favors and leaves the person in charge — frequently with limited marketing experience — feeling frustrated. Instead of letting keyword-optimized content carve out a brand niche and build website SEO, the effort goes nowhere although the will to succeed is strong.
The alternative: Partner with a content marketing agency and turn the focus on your core expertise.
No consistency
The effectiveness of content marketing relies on consistency. But being consistent is a major challenge for supply chain companies, especially when trying to recover from months of unprecedented disruption. As we explained in this post, consistency feeds SEO. Let it slip, and you lose in the online search race. In this case, sudden trade show cancelations may have forced the in-house marketing team to a quick pivot, from executing the company marketing strategy to pouring all efforts into making trade show contingency plans. Add a product launch to the mix and chances are content production will come to a standstill.
The alternative: Keep SEO humming and your online presence strong with an outsourced marketing team invested in your success.
Desire to scale but costs are too high
Needs can arise quickly. There may be a trend that a company wants to jump on or a sudden change in the business environment that warrants the need to scale up content marketing quickly. Several of our clients have sought out Fronetics because they lacked certain marketing capabilities and did not necessarily want or have the resources to make the investment in-house. That is particularly true under current circumstances when some organizations are battling budget constraints and disruption. If an organization wants to capitalize on video marketing, for instance, it can be both time-consuming and costly to train team members or go through a rigorous hiring process.
The alternative: Leverage a team out outsourced content experts to fill the gap without adding fixed costs.
Lack of analysis
The motions of content marketing are repetitive — researching, strategizing, executing, analyzing, revising — but they are so for a reason. Even the most well-intentioned content strategy can fail when an organization does not act on analytics. But for busy organizations, it is not uncommon for those last pieces of the puzzle — analyzing and revising — to be left undone.
What types of content worked well this quarter? How did the email messaging fare? What was the click-through-rate? During the past few months, when disruption ruled, it is hardly surprising if not every step was optimally performed. Yet, it can all the same be damaging to the overall success of the marketing effort if the metrics are allowed to go unnoticed for too long.
The alternative: Let content count with an outsourced marketing team that constantly needs to prove ROI.
Considering the significance of content assets, it pays to do it well. Is outsourcing content marketing right for you?
Read more:
by Fronetics | May 19, 2020 | Blog, Covid-19, Current Events, Marketing, Strategy, Supply Chain
From answering the most important question to humanizing your company, make it part of your Covid-19 messaging strategy.
If your organization put marketing on pause to deal with the impact of Covid-19, it is time to recharge — thoughtfully. But what should your Covid-19 messaging strategy look like? What should you say and where should you say it?
More than any other industry, Covid-19 thrust the supply chain into the eye of the storm. Now, after a few months of intense disruption, a new normal has set in, giving companies in every supply chain vertical a chance to evaluate how to best position their business at a time of great uncertainty.
Since supply chain partnerships are rarely forged overnight, consider the benefits of not only looking after current clients and stakeholders but also extending a hand to new leads. Faced with unprecedented challenges themselves, these potential prospects may be searching for solutions just like yours.
Question is: What will they find when they come across your website and social channels?
Let’s take a closer look at the key components of a Covid-19 messaging strategy for supply chain companies.
Answer the No. 1 question
Yes, you are open for business. Make it clear on the homepage and update your social media profile with the latest facts. Do not let visitors go searching for that one piece of vital information. Although the immediate urgency and upheaval of the first few weeks of the pandemic is waning, the economic repercussions are just starting to be felt, and the question of whether your organization is still in business needs a quick answer. A pop-up message or banner will get the job done. Include a CTA that leads to a landing page on your organization’s Covid-19 response.
Create a dedicated landing page
What is your organization doing to protect employees and clients? Are you experiencing any service interruptions? Do you serve shelter-in-place areas? The landing page can answer all of those questions. Consider the landing page a resource for your clients and prospects. It may include the company crisis communications plan, a direct message from a company executive, links to helpful resources, and more.
Pick the right topics
Like many others, you may have published an initial statement on the crisis and your dedication to helping clients navigate through it. Where do you go from here? Sounding salesy or overly eager to promote your own supply chain solutions can come across as desperate. And moving on like nothing has happened will likely strike visitors as detached.
Take the perspective of your current clients and prospects — what do they want to know about your services at this time? Their priorities have undoubtedly changed since last year.
Many supply chain companies are uniquely positioned to talk about themselves since they truly are part of the solution to the disruption of goods and services. A provider of flexible warehouse space can publish a post on the importance of building a resilient supply chain that can sustain the impact of unexpected events. And an IoT leader may discuss how its fleet app can keep overworked drivers safe.
The voice of the company should echo throughout your site. Update wording that may seem inappropriate or out of place now. Speak with clarity and authority. Give prospects a sense that you really understand what they are going through (because you do). And, most of all, keep publishing relevant content. A dormant blog or resource page sends the wrong message.
Humanize the company
Being able to connect on a personal level with businesses is gaining in significance. Even in the B2B space, it is a strategy that has worked well for many of our clients. This is even more true during a crisis with such a devastating toll on public health as Covid-19.
We have seen CEOs step up to speak directly on camera to clients or let themselves be interviewed about the company’s crisis response. Team members can be featured, too, in video snippets, showcasing any PPE donations or in-the-field work. Videos and personal stories also tend to foster engagement on social media. Again, keep the tone and content aligned with your target audience.
Final word
Your Covid-19 messaging strategy can have a big impact. Think tactful and empathetic. Stay active and engaged. We know this is a challenging time for so many. Getting your messaging right is a good place to start.
by Fronetics | May 13, 2020 | Blog, Covid-19, Current Events, Marketing, Strategy, Supply Chain
With a main lead-generating source canceled or postponed, trade show contingency plans take on increased importance.
The Supply Chain USA 2020 summit in Chicago is a flagship event. Considered a must-attend gathering for strategic decision-making, it draws 1,000 supply chain and logistics leaders for three “unmissable days.”
For executives like Tom Schmitt, chairman and CEO of Forward Air Corp., it is the type of event that generates so many “relevant conversations” that he says it is like getting the value of nine business trips for the price of one.
This year, though, those who planned to head to Supply Chain USA, June 16-18, will need to start working on their trade show contingency plans. The fallout of the coronavirus pandemic has forced EFT, the organizer, to postpone and a new date has yet to be determined.
And — as you have likely experienced yourself — the summit attendees are hardly alone. Within weeks of the Covid-19 outbreak, 1 million people saw their corporate event plans scuttled. MODEX in Atlanta, Ga., in early March, turned out to be one of the last hurrahs for supply chain professionals — half of the pre-registered attendants were no-shows — before cancellations and postponements turned the supply chain conference circuit on its head.
Now, supply chain pros wonder, “What’s next?”
Covid-19 forces domino of cancellations, postponements
A look at this list gives you an idea of the impact: (Check event websites for the latest info)
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Trade show contingency plans need to fill big lead generation gap
For supply chain and logistics companies, the cancellations and uncertainty surrounding the postponed shows are no small matters. Trade shows are one of the largest lead generators for B2B demand generation.
Technology and service providers spend an average of 11% of the marketing programs budget on third-party tradeshows, according to the Gartner 2019 Tech Marketing Benchmarks Survey. And the investment seems to be paying off, as 18% of the same companies rank events as the best-performing calls-to-action of marketing-qualified leads, second only to content assets.
Another survey, by MarketingCharts, found software and technology companies cite events as the most effective demand-generation tactic for attracting top-of-the-funnel qualified leads.
In other words, the need to develop trade show contingency plans is quite urgent.
Trend watch: What some companies are doing
So, what actions have some of your peers taken to date to make up for the loss of face-to-face networking?
Some trends are emerging, including:
E-learning: To ensure business continuity while adhering to stay-at-home policies, DC Velocity notes e-learning has taken on increased significance. The establishment of interactive online courses allows companies to conduct specialist training sessions on complex topics that attendees can complete at their own pace. (E-learning is usually a time-consuming and fairly costly endeavor but can serve its purpose when the audience already has an invested interest in the company. For quick engagement, we recommend webinars.)
Dropped subscription fees: On-premise platforms that run on business servers are not conducive to remote work — and vendors of cloud-based supply chain software have seized the market opening. For the sake of lead generation, a range of companies have dropped subscription fees, offering free access to products like transportation management, route optimization, last-mile visibility, and remote robotic operations. One example: InMotion Global, Inc., has made its cloud-based platform, AscendTMS, available at no cost to any company needing help for 30 days.
Quick actions matter
The fact more people are spending more time than usual on their computers provide an opening for companies that can leverage trade show contingency plans. Gartner, for one, advises teams must be prepared to quickly pivot marketing strategy and build campaigns to address this shift.
Immediately after a cancellation or postponement, actions may include:
- Replace all scheduled event meetings with online meetings within 24 hours.
- Create a webinar series that homes in on the key messages you had planned to convey.
- Develop a series of video posts for the company blog that leverage the materials you prepared for speaking sessions and in-booth presentations.
- Promote all content on social media (Video content generates better engagement).
- Combine paid advertising and account-based marketing to target potential buyers.
- Inquire whether there are any opportunities to use the digital channels of the show host for promotions.
Stay relevant — at a distance
Although it may feel like unchartered territory, you really can have relevant conversations online. Base your opening statement on a trade show contingency plan.
