November 2020

May 2015

Some thoughts on my column in Chemistry Today: When the Customer Bond was only a project back in 2010 it seemed that there was a publication dealing with every single imaginable aspect of chemistry and chemical technology but none, not a single one, dealing with marketing and sales for the chemical industry. 

It was as if marketing and sales didn’t matter in our industry! As if molecules sold by themselves! As if chemical products could have been sold only by the excellence of chemical technological processes alone! Clearly, marketing and sales processes were irrelevant to the chemical industry audiences. They appeared almost like an afterthought barely dangling to the perceived core activities of the industry: the discovery of the molecule and the manufacturing of the product.

The Customer Bond column was conceived to address this particular gap and it became quickly apparent that the column was a powerful instrument to disseminate marketing and sales information to its global audience. Nonetheless, we also understood that the column alone could not facilitate the quality of interactions and networking opportunities offered by a live event. This is why Chemistry Today fully supported Fleming’s laudable initiative to provide the first live platform empowering and revitalizing marketing and sales in the chemical industry. 

In conclusion, there was a natural fit between these two initiatives (The Customer Bond column and the live platform of the Fleming meeting) in order to bring marketing and sales in the industry focus.


January 2015

A synopsis of the Fleming meeting in Frankfurt: Some of the best European marketing & sales professionals in the chemical industry met on October 22/23 in Frankfurt under the auspices of the 2nd European Sales & Marketing Effectiveness in Chemicals forum. Top executives from DSM, Solvay, Bayer, BASF, Evonik and many other global companies shared their marketing and sales insights in an effort to help the industry cope with the “commoditization” tsunami. 

The main message is best summed up by the title of the opening speech held by professor Niraj Dawar from Ivey School of Business: TILT. Indeed all the dominant industry players are “tilting” their centre of gravity towards uncovering customer needs, creating customer value, delivering value and of course capturing value. 

Mr. Mauricio Adade, Chief Marketing Officer Royal DSM concluded the workshop with the observation that the chemical industry must look beyond the industry and adapt the Business-to-Consumer marketing and sales practices to the Business-to-Business environment. 

Dr. Comanita authored a review article covering this seminal event in Chemistry Today. It discusses the philosophy behind the Frankfurt thought-leadership forum and highlights its delivery structure centred on value discovery, value creation, value delivery and value capture.