{"id":16429,"date":"2023-02-16T17:46:10","date_gmt":"2023-02-16T17:46:10","guid":{"rendered":"https:\/\/club.involves.com\/es\/?p=16429"},"modified":"2023-02-16T17:46:10","modified_gmt":"2023-02-16T17:46:10","slug":"el-profesional-de-trade-marketing-y-el-futuro-de-la-profesion","status":"publish","type":"post","link":"https:\/\/club.involves.com\/es\/el-profesional-de-trade-marketing-y-el-futuro-de-la-profesion\/","title":{"rendered":"El profesional de trade marketing y el futuro de la profesi\u00f3n"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">Hablar del futuro siempre implica un gran desaf\u00edo, a\u00fan m\u00e1s en estos tiempos de constante transformaci\u00f3n en los que vivimos.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">En lo que respecta a la profesi\u00f3n de <\/span><a href=\"https:\/\/club.involves.com\/es\/trade-marketing\/\" target=\"_blank\" rel=\"noopener\"><strong><i>trade marketing<\/i><\/strong><\/a><span style=\"font-weight: 400;\">, proyectar escenarios resulta a\u00fan mucho m\u00e1s complejo. El motivo es muy sencillo: El <\/span><i><span style=\"font-weight: 400;\">trade<\/span><\/i><span style=\"font-weight: 400;\"> vive en constante transformaci\u00f3n y el \u00e1rea tiene etapas de madurez muy diferentes en las empresas.<\/span><\/p>\n<h2><b>\u00bfQu\u00e9 podemos esperar de la profesi\u00f3n de <\/b><b><i>trade marketing <\/i><\/b><b>para los pr\u00f3ximos a\u00f1os?<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Una cosa es segura: cualquier industria de bienes de consumo de mediano a gran tama\u00f1o tendr\u00e1 un \u00e1rea de <\/span><i><span style=\"font-weight: 400;\">trade<\/span><\/i><span style=\"font-weight: 400;\"> implementada. No me cabe ni sombra de duda.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Es imposible que una empresa que tenga productos comercializados en canales de ventas tradicionales, como distribuidores y comerciantes minoristas, no tenga una estructura de <\/span><i><span style=\"font-weight: 400;\">trade marketing<\/span><\/i><span style=\"font-weight: 400;\"> activa y relevante.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Simplemente no existe m\u00e1s espacio en el comercio minorista para los proveedores que no act\u00faan como prestadores de servicios. Es aqu\u00ed donde el <\/span><i><span style=\"font-weight: 400;\">trade<\/span><\/i><span style=\"font-weight: 400;\"> entra, para aportar valor.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">La forma en la que act\u00fae el \u00e1rea, en particular en lo que respecta a sus atribuciones, realmente depender\u00e1 de diversos factores, entre los que podemos citar:\u00a0<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><strong>Reconocimiento por parte de los accionistas sobre la importancia del sector.<\/strong><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><strong>Cultura de la empresa y del departamento comercial.<\/strong><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><strong>Perfil del gestor contratado.<\/strong><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><strong>Particularidades del segmento de actuaci\u00f3n.<\/strong><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Existen sectores en los que el comercio minorista ya demanda <\/span><i><span style=\"font-weight: 400;\">trade<\/span><\/i><span style=\"font-weight: 400;\"> de la industria, por lo cual su implementaci\u00f3n es mucho m\u00e1s f\u00e1cil. No obstante, otros m\u00e1s conservadores sufren con una cultura antigua que a\u00fan concentra todo el poder en las manos del vendedor o representante comercial, de manera que el <\/span><i><span style=\"font-weight: 400;\">trade<\/span><\/i><span style=\"font-weight: 400;\"> se ve impedido de ir m\u00e1s all\u00e1 del <\/span><a href=\"https:\/\/club.involves.com\/es\/que-es-el-merchandising\/\" target=\"_blank\" rel=\"noopener\"><strong><i>merchandising<\/i><\/strong><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">El futuro de la profesi\u00f3n de <\/span><i><span style=\"font-weight: 400;\">trade <\/span><\/i><span style=\"font-weight: 400;\">depender\u00e1 de una puesta en libertad de dos c\u00e1rceles que impiden que el \u00e1rea evolucione: la visi\u00f3n de que el <\/span><i><span style=\"font-weight: 400;\">trade<\/span><\/i><span style=\"font-weight: 400;\"> solo existe para responder a las solicitudes de Marketing y la visi\u00f3n de que la \u00fanica funci\u00f3n del <\/span><i><span style=\"font-weight: 400;\">trade<\/span><\/i><span style=\"font-weight: 400;\"> es hacer lo que Ventas solicita.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u00a1No existe futuro para un <\/span><i><span style=\"font-weight: 400;\">trade<\/span><\/i><span style=\"font-weight: 400;\"> que no es capaz de liberarse de esos paradigmas!<\/span><\/p>\n<p><span style=\"font-weight: 400;\">La puesta en libertad pasa por la construcci\u00f3n de una visi\u00f3n estrat\u00e9gica para el \u00e1rea, que impone al <\/span><i><span style=\"font-weight: 400;\">trade<\/span><\/i><span style=\"font-weight: 400;\"> la responsabilidad del dise\u00f1o estrat\u00e9gico y la implementaci\u00f3n de las estrategias en los canales de ventas f\u00edsicos y digitales de una organizaci\u00f3n.<\/span><\/p>\n<h2><strong>Las habilidades y estrategias del nuevo profesional de Trade Marketing<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">Pero para alcanzar el apogeo, <strong>el profesional de<\/strong><\/span><strong><i> trade <\/i>debe evolucionar y adquirir habilidades que van mucho m\u00e1s all\u00e1 del <i>merchandising<\/i><\/strong><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Entre ellas, enumero las principales:\u00a0<\/span><\/p>\n<ol>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><strong>Gesti\u00f3n por categor\u00edas<\/strong><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><strong><i>Joint Business Plan<\/i><\/strong><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><strong><i>Digital Trade Marketing<\/i><\/strong><\/li>\n<\/ol>\n<p><span style=\"font-weight: 400;\">Estas especializaciones de <\/span><i><span style=\"font-weight: 400;\">trade<\/span><\/i><span style=\"font-weight: 400;\"> ser\u00e1n cada vez m\u00e1s importantes en el proceso de integraci\u00f3n entre la industria y el comercio minorista.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A trav\u00e9s del <\/span><i><span style=\"font-weight: 400;\">Digital Trade<\/span><\/i><span style=\"font-weight: 400;\">, el profesional del \u00e1rea podr\u00e1 elaborar estrategias capaces de llegar directamente al<\/span><a href=\"https:\/\/club.involves.com\/es\/que-es-shopper-marketing\/\" target=\"_blank\" rel=\"noopener\"><strong><i> shopper<\/i><\/strong><\/a><span style=\"font-weight: 400;\"> sin depender de intermediarios, lo que genera valor en la cadena a trav\u00e9s de la obtenci\u00f3n de datos.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">El dominio de las nuevas tecnolog\u00edas y la constante b\u00fasqueda de la innovaci\u00f3n tambi\u00e9n constan como elementos clave para modelar al profesional de <\/span><i><span style=\"font-weight: 400;\">trade<\/span><\/i><span style=\"font-weight: 400;\"> del futuro.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Aquellos que se mantengan anal\u00f3gicos y que no tengan tiempo para presentar a sus empresas ideas disruptivas ceder\u00e1n su espacio a los profesionales de otras \u00e1reas que s\u00ed lo hagan.<\/span><\/p>\n<h2><strong><em>Trade marketing<\/em> en lo comercio minorista<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">Cabe se\u00f1alar que todo lo anteriormente expuesto resulta m\u00e1s tangible y concreto en las empresas industriales. En el caso de <strong>lo comercio minorista<\/strong>, a\u00fan no es posible afirmar que el \u00e1rea de <\/span><i><span style=\"font-weight: 400;\">trade<\/span><\/i><span style=\"font-weight: 400;\"> ser\u00e1 tan relevante como lo es en las industrias.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">El comerciante minorista a\u00fan parece mantenerse preso a la idea de que el <\/span><i><span style=\"font-weight: 400;\">trade<\/span><\/i><span style=\"font-weight: 400;\"> sirve para obtener de forma m\u00e1s organizada los fondos de la industria. La visi\u00f3n no est\u00e1 equivocada, pero es muy limitada.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Sea cual sea el camino que recorra, lo cierto es que el profesional de <\/span><i><span style=\"font-weight: 400;\">trade<\/span><\/i><span style=\"font-weight: 400;\"> debe tener, adem\u00e1s de todos los aspectos t\u00e9cnicos anteriormente citados, una capacidad muy alta de comprender los matices de la psicolog\u00eda humana. En otras palabras, debe entender y llevarse bien con las personas.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Sin esas habilidades, de nada servir\u00e1 el conocimiento t\u00e9cnico, pues <\/span><i><span style=\"font-weight: 400;\">Trade<\/span><\/i><span style=\"font-weight: 400;\"> siempre ser\u00e1 el \u00e1rea que busca espacio en la cultura de las empresas y esa expansi\u00f3n no siempre es vista con buenos ojos por las \u00e1reas involucradas.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Por lo tanto, el profesional de <\/span><i><span style=\"font-weight: 400;\">trade<\/span><\/i><span style=\"font-weight: 400;\"> debe ser capaz de convencer a sus pares de que su funci\u00f3n no es quitarle el poder a nadie, as\u00ed como tampoco espiar ni dejar en evidencia el trabajo de los dem\u00e1s. Es necesario verlo como a un gran asociado y catalizador de negocios, que beneficia a toda la cadena.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Para superar este desaf\u00edo, mi consejo final es: siempre cuenta con un plan en mano y con un sue\u00f1o en el coraz\u00f3n. <\/span><span style=\"font-weight: 400;\">Con un plan y un sue\u00f1o, siempre llegar\u00e1s a buen puerto.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Que la Fuerza <\/span><i><span style=\"font-weight: 400;\">Trade<\/span><\/i><span style=\"font-weight: 400;\"> sea contigo.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Prof. Rubens Sant\u2019Anna\u00a0\u00a0<\/span><\/p>\n<div class=\"article-tags\"> Tags: <a href=\"javascript:void(0)\" style=\"pointer-events: none;\">profesional de trade marketing<\/a>, <a href=\"javascript:void(0)\" style=\"pointer-events: none;\">Trade Marketing<\/a><br><\/div>","protected":false},"excerpt":{"rendered":"<p>\u00bfQu\u00e9 podemos esperar de la profesi\u00f3n de Trade Marketing para los pr\u00f3ximos a\u00f1os? Desc\u00fabrelo en este art\u00edculo de Rubens Sant\u00b4Anna.<\/p>\n","protected":false},"author":8,"featured_media":17941,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[275,276],"tags":[220,38],"class_list":["post-16429","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-estrategias-de-trade-marketing","category-tendencias-y-mercado","tag-profesional-de-trade-marketing","tag-trade-marketing"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>El profesional de trade marketing y el futuro de la profesi\u00f3n<\/title>\n<meta name=\"description\" content=\"\u00bfQu\u00e9 podemos esperar de la profesi\u00f3n de Trade Marketing para los pr\u00f3ximos a\u00f1os? 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