Our reference architecture presents Functional and Platform capabilities. Each layer contains a representative subset of systems or capabilities that are most relevant for consumer goods organizations. It doesn’t list all possible systems or capabilities.
The consumer goods industry is evolving to handle disruption and change. The traditional integrated route to markets focused the B2B business model on key account management and field retail execution via sales channels. The industry is now starting to engage end-consumers directly via B2C Commerce and self-service models in partner systems. The recent evolution of privacy is also driving marketing changes to understand consumer behavior more directly by gathering more first-party data.
For additional detail, review the consumer goods reference architectures and information included in the Customer 360 Guide for Consumer Goods, or contact your success manager or account team.