Wanna know who makes or breaks your sales month?
Back Office.
Here's why:
Marketing creates demand.
Sales convert that demand.
Back office ships that case out of the gate.
But what's in your ordering system doesn't matter...
..If no one converts that order into a shipment within this month.
Don't forget the crucial importance of the people in the back office.
Cases don't just jump on a truck that was ready for your order.
Somebody has booked that truck, to make it appear on time.
Somebody is driving that forklift to load the truck.
Shipments don't just "happen".
Brands are built bottom-up