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Supply chain management (SCM) is a competitive differentiator for many types of businesses, and CEOs who neglect it may be putting their firms in jeopardy. So say Slone, the executive vice president of supply chain at OfficeMax, and two of his colleagues at the University of Tennessee. The authors identify key areas where CEOs can influence their supply chains and show them how to assess the influence they currently exert. Good SCM starts with finding the right people to lead a company's supply chain operation, from the most senior on down the ranks. CEOs need to participate in hiring a top-notch supply team that will use customer-focused metrics and best-practice benchmarking to bring about cross-functional alignment and achieve efficiencies, which the CEOs should personally review. Articulating the strategies to reach those goals--including effective use of supply chain technologies--and rewarding the employees, suppliers, and customers who make positive contributions are part and parcel of SCM success. Sales and operations planning (S&OP) is an essential component of SCM. A well-devised S&OP process can eliminate cross-functional disconnects and thereby reduce product complexity and obsolete inventory--two serious threats to the supply chain. This approach should also extend to business planning, promotional programs, and customer-contract negotiations, with their inherent supply chain ramifications. Even the best supply chain planning can be undermined, however, if its scope is only short-term. For example, sales strategies that don't align monthly and quarterly goals with long-term SCM objectives can lead to end-of-period surges, with potentially costly consequences for your company and its suppliers, partners, and customers. Attention to the supply chain requires attention to the long haul.

Just five years ago, salespeople at Whirlpool were in the habit of referring to their supply chain organization as the "sales disablers." Now the company excels at getting products to the right place at the right time while managing to keep inventories low. How did that happen? In this first-person account, Reuben Slone, Whirlpool's vice-president of global supply chain, describes how he and his colleagues devised the right supply chain strategy, sold it internally, and implemented it. Slone insisted that the right focal point for the strategy was the satisfaction of consumers at the end of the supply chain. Most supply chain initiatives do the opposite: They start with the realities of a company's manufacturing base and proceed from there. Through a series of interviews with trade customers large and small, his team identified 27 different capabilities that drove industry perceptions of Whirlpool's performance. Knowing it was infeasible to aim for world-class performance across all of them, Slone weighed the costs of excelling at each and found the combination of initiatives that would provide overall competitive advantage. A highly disciplined project management office and broad training in project management were key to keeping work on budget and on benefit. Slone set an intense pace--three "releases" of new capabilities every month--that the group maintains to this day. Lest this seem like a technology story, however, Slone insists it is just as much a "talent renaissance." People are proud today to be part of Whirlpool's supply chain organization, and its new generation of talent will give the company a competitive advantage for years to come.