{"id":21712,"date":"2023-02-16T14:33:10","date_gmt":"2023-02-16T14:33:10","guid":{"rendered":"https:\/\/club.involves.com\/?p=21712"},"modified":"2023-02-16T14:33:10","modified_gmt":"2023-02-16T14:33:10","slug":"o-profissional-de-trade-e-o-futuro-da-profissao","status":"publish","type":"post","link":"https:\/\/club.involves.com\/pt-br\/o-profissional-de-trade-e-o-futuro-da-profissao\/","title":{"rendered":"O profissional de Trade Marketing e o futuro da profiss\u00e3o"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">Falar em futuro \u00e9 sempre um desafio, ainda mais nos tempos de constante transforma\u00e7\u00e3o que vivemos.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Em se tratando da profiss\u00e3o de <strong><a href=\"https:\/\/club.involves.com\/trade-marketing\/\" target=\"_blank\" rel=\"noopener\">Trade Marketing<\/a><\/strong>, projetar cen\u00e1rios \u00e9 algo ainda mais complexo. A raz\u00e3o \u00e9 simples: O Trade Marketing vive em constante transforma\u00e7\u00e3o e a \u00e1rea possui est\u00e1gios de maturidade muito distintos nas empresas.<\/span><\/p>\n<h2><b>O que podemos esperar da profiss\u00e3o de Trade Marketing para os pr\u00f3ximos anos?<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">O certo \u00e9 que qualquer ind\u00fastria de bens de consumo de m\u00e9dio a grande porte ter\u00e1 uma \u00e1rea de Trade Marketing implementada, disso eu n\u00e3o tenho d\u00favidas.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u00c9 imposs\u00edvel para uma empresa que tenha produtos comercializados em canais de vendas tradicionais, como distribuidores e varejistas, n\u00e3o possuir uma estrutura de Trade Marketing ativa e relevante.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Simplesmente n\u00e3o h\u00e1 mais espa\u00e7o no varejo para fornecedores que n\u00e3o atuem como prestadores de servi\u00e7os, e \u00e9 a\u00ed que o Trade entra para agregar valor.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A forma como a \u00e1rea ir\u00e1 atuar, em especial no que diz respeito \u00e0s suas atribui\u00e7\u00f5es, isso realmente \u00e9 algo que vai depender de diversos fatores, tais como:\u00a0<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><strong>Reconhecimento por parte dos acionistas sobre a import\u00e2ncia do setor<\/strong><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><strong>Cultura da empresa e do departamento comercial<\/strong><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><strong>Perfil do gestor contratdo<\/strong><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><strong>Particularidades do segmento de atua\u00e7\u00e3o.<\/strong><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Existem setores onde o varejo j\u00e1 demanda Trade da ind\u00fastria, e a sua implementa\u00e7\u00e3o se torna muito mais f\u00e1cil. J\u00e1 outros, mais conservadores, sofrem com uma cultura antiga que ainda concentra todo poder nas m\u00e3os do vendedor ou representante comercial, ficando o Trade Marketing impedido de ir al\u00e9m do <a href=\"https:\/\/club.involves.com\/o-que-e-merchandising\/\" target=\"_blank\" rel=\"noopener\"><strong>merchandising<\/strong><\/a>.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">O <strong>futuro da profiss\u00e3o de Trade Marketing<\/strong> depende de uma liberta\u00e7\u00e3o de duas pris\u00f5es que impedem a \u00e1rea de evoluir: a vis\u00e3o de que Trade Marketing s\u00f3 existe para atender as requisi\u00e7\u00f5es de Marketing e a vis\u00e3o de que Trade Marketing s\u00f3 est\u00e1 l\u00e1 para fazer o que vendas pede.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">N\u00e3o h\u00e1 futuro para um Trade Marketing que n\u00e3o for capaz de se libertar desses paradigmas.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A liberta\u00e7\u00e3o passa pela constru\u00e7\u00e3o de uma vis\u00e3o estrat\u00e9gica para \u00e1rea, a qual coloca o profissional de Trade Marketing como o respons\u00e1vel pelo desenho estrat\u00e9gico e a implementa\u00e7\u00e3o das estrat\u00e9gias nos canais de vendas f\u00edsicos e digitais de uma organiza\u00e7\u00e3o.<\/span><\/p>\n<h2>As habilidades e estrat\u00e9gias do novo <span style=\"font-weight: 400;\"><strong>profissional de Trade Marketing<\/strong><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Para atingir este apogeu, <strong>o profissional de Trade Marketing deve evoluir e adquirir habilidades que v\u00e3o muito al\u00e9m do merchandising<\/strong>.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Dentre eles, enumero as principais:\u00a0<\/span><\/p>\n<ol>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><strong>Gerenciamento por Categorias<\/strong><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><strong>Joint Business Plan<\/strong><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><strong>Digital Trade Marketing<\/strong><\/li>\n<\/ol>\n<p><span style=\"font-weight: 400;\">Estas especializa\u00e7\u00f5es de Trade ser\u00e3o cada vez mais importantes no processo de integra\u00e7\u00e3o entre ind\u00fastria e varejo.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Atrav\u00e9s do Digital Trade o profissional da \u00e1rea poder\u00e1 elaborar estrat\u00e9gias capazes de atingir diretamente o <strong><a href=\"https:\/\/club.involves.com\/shopper-no-pdv-trade-marketing-comportamento-e-fidelizacao\/\" target=\"_blank\" rel=\"noopener\">Shopper<\/a> <\/strong>sem depender de intermedi\u00e1rios, gerando valor na cadeia atrav\u00e9s da obten\u00e7\u00e3o de dados.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">O dom\u00ednio de novas tecnologias e a constante busca por inova\u00e7\u00e3o tamb\u00e9m constam como elementos-chave para a modelagem do profissional de Trade do futuro.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Aqueles que se mantiverem anal\u00f3gicos e n\u00e3o possu\u00edrem tempo para apresentar para suas empresas ideias disruptivas perder\u00e3o espa\u00e7o para profissionais de outras \u00e1reas que o fizerem.<\/span><\/p>\n<h2>O trade marketing no varejo<\/h2>\n<p><span style=\"font-weight: 400;\">Cabe ressaltar que tudo que disse acima \u00e9 mais tang\u00edvel e concreto nas empresas industriais. No caso do <a href=\"https:\/\/club.involves.com\/nova-realidade-do-varejo\/\" target=\"_blank\" rel=\"noopener\"><strong>varejo<\/strong><\/a>, ainda n\u00e3o \u00e9 poss\u00edvel afirmar que a \u00e1rea de Trade se tornar\u00e1 t\u00e3o relevante quanto o \u00e9 nas ind\u00fastrias.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">O varejista parece ainda preso \u00e0 ideia de que Trade Marketing serve para coletar de forma mais organizada a verba da ind\u00fastria. A vis\u00e3o n\u00e3o est\u00e1 errada, ela s\u00f3 \u00e9 limitada.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Seja qual for o caminho a ser percorrido, o certo \u00e9 que o profissional de Trade deve possuir, al\u00e9m de todos os aspectos t\u00e9cnicos anteriormente citados, uma capacidade altamente elevada de compreender as nuances da psicologia humana. Precisa, em outras palavras, entender e gostar de gente.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Sem essas habilidades, de nada adiantar\u00e1 o conhecimento t\u00e9cnico, pois Trade Marketing sempre ser\u00e1 a \u00e1rea que busca por espa\u00e7o na cultura das empresas, e essa expans\u00e3o nem sempre \u00e9 vista com bons olhos pelas \u00e1reas impactadas.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Portanto, o profissional de Trade deve ser capaz de convencer os seus pares de que n\u00e3o est\u00e1 l\u00e1 para tirar o poder de ningu\u00e9m, tampouco espionar ou dedurar o trabalho de outras \u00e1reas. \u00c9 preciso que seja visto como um grande parceiro e catalisador de neg\u00f3cios, que beneficie a cadeia toda.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Para vencer este desafio, meu conselho final \u00e9: carregue na sua m\u00e3o um plano, e no seu cora\u00e7\u00e3o, um sonho. C<\/span><span style=\"font-weight: 400;\">om um plano e um sonho, voc\u00ea chegar\u00e1 aonde sonhar.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Que a For\u00e7a Trade esteja com voc\u00ea.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Prof. Rubens Sant\u2019Anna<\/span><\/p>\n<p>&nbsp;<\/p>\n<div class=\"article-tags\"> Tags: <a href=\"javascript:void(0)\" style=\"pointer-events: none;\">futuro do trade marketing<\/a>, <a href=\"javascript:void(0)\" style=\"pointer-events: none;\">profissional de trade<\/a>, <a href=\"javascript:void(0)\" style=\"pointer-events: none;\">Trade Marketing<\/a><br><\/div>","protected":false},"excerpt":{"rendered":"<p>O que podemos esperar da profiss\u00e3o de Trade Marketing para os pr\u00f3ximos anos? Descubra neste artigo de autoria do Rubens Sant\u00b4Anna. <\/p>\n","protected":false},"author":12,"featured_media":22961,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[418,422],"tags":[358,357,42],"class_list":["post-21712","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-gestao-de-equipes-de-campo","category-tendencias-e-mercado","tag-futuro-do-trade-marketing","tag-profissional-de-trade","tag-trade-marketing"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>O profissional de Trade Marketing e o futuro da profiss\u00e3o<\/title>\n<meta name=\"description\" content=\"O que podemos esperar da profiss\u00e3o de Trade Marketing para os pr\u00f3ximos anos? 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