Acknowledging logistics team's vital role in sales, marketing efforts

In the dynamic world of manufacturing, the spotlight often falls on the sales and marketing teams for bringing in orders and generating revenue. While their efforts are commendable, it is essential to recognize the unsung heroes who work tirelessly to ensure that these orders are fulfilled seamlessly by the logistics team. The logistics team plays a crucial role in making sure that products are delivered on time, in the right quantities, and through the most cost-effective means, while maintaining the highest quality standards. This article sheds light on the challenges faced by the logistics team and highlights the various reasons why recognition and support for their efforts need to be an important aspect of every company.

The challenges faced by the logistic team
The logistics team faces numerous challenges that are often unnoticed, yet their solutions impact the entire supply chain and business operations. These challenges can be classified into two categories: uncontrollable factors and controllable factors.

Uncontrollable factors
Transport Route and Highway Issues: Delays and disruptions in transport routes and highway issues can lead to delayed deliveries, affecting customer satisfaction and company reputation.

Unforeseen Weather Changes: Adverse weather conditions can significantly impact transportation, leading to delays and potential damage to goods.

Labour/Union Issues: When employing daily wage or third-party workers for loading and unloading cargo, the logistics team may face challenges related to labor availability, strikes, or negotiations with unions.

Policy changes / Clearance Time: Delays in customs clearance or bureaucratic procedures can hinder the smooth movement of goods across borders such as change in the duty structure of a product.

Sales Spikes: Unexpected surges in demand due to promotions or market trends can strain the logistics team to meet increased order volumes.

Issues at the Manufacturing Location: Unforeseen Problems at the manufacturing site such as Covid or supply issues in the raw material such as chips, can disrupt the timely supply of goods

The logistics team tackles these challenges head-on, silently working behind the scenes, with dedication and precision. They have to always be ready for a plan B & C. Their efforts ensure that products reach customers on time and in perfect condition, leading to customer satisfaction and loyalty. Without their hard work and perseverance, sales, and marketing efforts would be in vain.

How can companies recognize and support these unsung heroes
To give the logistics team the credit they deserve and make their work environment more rewarding, manufacturing companies can take several steps:

Acknowledging and appreciating efforts of the on-ground personnel

Regularly recognizing and appreciating those supporting the logistics team can boost their morale and foster a sense of belonging within the organization despite the logistics service being outsourced to a 3PL. this recognition could be a form of CSR activity also such as a medical checkup for the on-ground personnel.

Incentives and recognition
Offering performance-based incentives and rewards for meeting or achieving delivery targets or on-time deliveries, can motivate the logistics team to perform at their best.

Promoting collaborating with the right 3PL – your 3PL ‘s visibility in the entire logistics domain allows them to have bottleneck information much in advance and help prepare for the best solution. Collaborative efforts of consolidation with the 3PL's non-competing customers allow a win-win for all the 3 parties involved. For e.g. An AC client shares the 3PL warehouse with a winter cream client.

Empowering with tech tools
Providing the logistics team with advanced technology tools, such as route optimization software and real-time tracking systems, can streamline their operations and enhance efficiency.

Employee training
Investing in continuous training and skill development for the logistics staff ensures that they stay updated with the latest industry practices and can adapt to new challenges effectively.

Additionally, improving collaboration between sales, marketing, and logistics teams is also essential for streamlining operations, enhancing efficiency, and delivering a seamless customer experience. Here are some strategies that companies can adopt to foster better collaboration among these teams:

Visibility of dispatches
The sales and marketing team must have visibility on dispatches. This would help the sales and marketing team to be updated on the status of the delivery for their customer before the customer reaches out to them as well as the S&M team will understand the uncontrollable factors the logistics team is working with.

Shared goals and objectives
Align the goals and objectives of all three teams to work towards a common purpose. When everyone understands the larger vision and how their individual efforts contribute to it, they are more likely to collaborate effectively.

Regular meetings and communication
Schedule regular meetings or huddles where representatives from sales, marketing, and logistics can come together to share updates, challenges, and ideas. Effective communication is key to breaking down silos and promoting collaboration.

Shared data and insights
Establish a centralized data repository accessible to all three teams. Sharing customer insights, sales data, marketing analytics, and logistics performance metrics can lead to better decision-making and coordinated efforts.

Joint planning and strategy development
Involve representatives from all three teams in the planning and strategy development processes. This ensures that each team's perspectives and requirements are taken into account, leading to more comprehensive and effective strategies.

Regular training and workshops
Organize training sessions and workshops that bring together members from sales, marketing, and logistics to learn about each other's functions. This can create empathy, mutual understanding, and appreciation for the challenges faced by each team.

Leadership support
Ensure that leadership actively supports and promotes collaboration between sales, marketing, and logistics teams. Leaders can set an example by collaborating across departments themselves.

While the sales and marketing teams are crucial for generating business and bringing in orders, it is the logistics team that breathes life into these orders. Their dedication and hard work in ensuring timely and efficient deliveries deserve much more appreciation and recognition. By understanding the challenges, they face and implementing strategies to support them, manufacturing companies can foster a collaborative and efficient work environment, and truly acknowledge the logistics team as the true unsung heroes of their sales and marketing efforts. As the backbone of the supply chain, the logistics team should be equally nurtured, acknowledged, appreciated and rewarded for their unwavering commitment to delivering excellence.

The views and opinions expressed in this article are those of the author and do not necessarily reflect the views of Indian Transport & Logistics News.