CPFR and sales teams want the same thing: better product availability at the shelf.

But too often, they’re operating in silos—driven by different priorities, working from disconnected data, and measuring success through separate lenses.

Earlier this month, we brought together supplier leaders at the Supply Chain Hall of Fame in Rogers, Arkansas for a Lunch & Learn focused on fixing that disconnect.

The conversation centered on a shared challenge: how can sales and customer supply chain teams collaborate more effectively to drive real business results—not just alignment on paper?

To tackle this, we introduced a practical framework co-developed with supplier teams who’ve lived the tension between sales and CPFR firsthand. It’s built around four core elements:

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- People – Empowering cross-functional talent with shared goals, clear roles, and mutual accountability

- Process – Standardizing key workflows to reduce friction and decision latency

- Technology – Making insights accessible and action-oriented

- Data – Establishing a common source of truth to drive consistent, customer-aligned execution

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This isn’t theory. It’s already helping leading suppliers break down walls between functions—and unlock the full value of their customer relationships.

Even if you couldn’t join us in person, we believe this framework should be in the hands of every supplier team looking to break down silos and drive better results together.

Because when sales and CPFR teams are aligned—on people, process, technology, and data—the impact at the shelf speaks for itself.

You can download the full framework below and start putting it to work with your teams today.