Suppliers and distributors alike should work to develop a collaborative multi-faceted approach to building Brand, Sales, and Leadership capabilities. Brand capabilities should be built on a solid foundation of category knowledge and brand selling stories while Sales capabilities should embed a core understanding of how to effectively call on, survey, and persuasively sell our brands in the on-premise, off-premise, and corporate chain worlds. These skill sets need to be enhanced by a solid understanding of features and benefits, business math, and effective closing techniques. Lastly, work must be done to prepare the management of our sales teams to effectively lead through dynamic Leadership capabilities such as effective coaching techniques and conflict resolution. Investing in these elements solidifies our partnerships and drives long-term execution.