5 things to ask your category team (not just data) 💡
I get it. When you think category management, your brain probably jumps to "data".
Numbers, charts, spreadsheets. The boring stuff, right? But honestly, that is just the start of what we actually do.
I have worked with loads of category people who do so much more than just crunch numbers.
They know shoppers like old friends, spot sneaky competitor moves before anyone else, and think through how tiny details could make or break a launch.
With AI making data easier to pull up than ever, the real magic now is in how category managers add value beyond the spreadsheets.
It is about being your go-to partner for smart, practical insight that helps sales and marketing actually win.
So, here are five things you might not realise your category team can do for you beyond just the data.
1. Early feedback from the shopper’s point of view 🛍️
Category teams understand shopper behaviour better than anyone. Before you launch a new product or campaign, ask them how it might land with real people. They’ll spot red flags and opportunities you might miss.
One well-known brand we work with were looking at a drastic packaging redesign. We know that pack shape and colour are key to how shoppers navigate this category, and that there’s a high level of product loyalty.
In this example, the knowledge we have as category managers can prevent costly mistakes that may otherwise be missed.
2. A stronger sell-in story, shaped for retailers 🛒
A good category manager knows what retailers care about and how to position your pitch for growth. Bring them in early to sharpen your message and make your story more compelling.
Over the years, I’ve helped dozens of sales teams shift their story from brand-first to category-first.
By leading with what’s in it for the retailer, they’re more likely to gain extra shelf space and stronger buy-in.
If you want to make your sell-in more category focussed, check out our on-demand video course.
3. A heads-up on what your competitors are doing 👀
Category teams are always scanning the landscape. Tap into their knowledge to anticipate market moves, strengthen your response and stay one step ahead.
Your category team is often the first to spot competitor innovation in-store, especially when they know a range review is landing. One client picked up on a new pack format weeks before it would appear in Nielsen.
That early warning helped the marketing team fast-track their own launch plans and stay competitive.
4. A second pair of eyes on your plans 🔍
Your category team should be thinking both big picture and small detail. Whether it’s a customer presentation or a marketing activation, they’ll spot gaps, challenge assumptions and help you land it better.
If you’re planning to make your new packaging just 5mm wider, your category team will know if it will still fit on shelf.
One client I worked with avoided a costly packaging redesign, and risk of lost distribution, thanks to a quick check-in with the category team.
5. A sense check on long-term impact 🔮
It’s easy to focus on the next quarter. Category teams can help you think beyond short-term wins and challenge decisions that might undermine growth down the line.
When a retailer asked a category-leading brand to introduce a new promotional mechanic, the category team modelled the long-term impact on the wider category.
That helped the commercial team push back with confidence and propose a more sustainable plan.
Category management is about so much more than just data.
If you’re not tapping into these five areas yet, you’re missing out on a huge chance to boost your sales and marketing success.
Next time you’re working with your category team, ask them about these things. If you want a hand unlocking even more value from your category insight, just give me a shout, my team and I are here to help.
Let’s make category management your secret weapon.
Category Manager wondering where to begin?
We’ll talk in great length in our bootcamp on how you can add real value internally and externally.
Learn from experts and share with your peers during this 6-week online bootcamp ideal for Category Execs and new Category Managers.
Click here to find out more about our September / October bootcamp.