By Felix Kuye

Professionals from across the private sector converged on Ikeja, Lagos recently to witness the birth of a new body, the Institute of Channel Distribution and Direct Sales (ICDDS) meant to provide structured programmes, platforms, and standards that will boost efforts of individuals and organization at achieving remarkable success in modern sales and distribution environments.

At the event held at the Lagos Chamber of Commerce and Industry (LCCDI), the speakers, including a seasoned commercial expert, Dr. Ajiborode Abiodun; the founder and Managing Partner of Carthena Advisory, Wale Ogundare; and the National Sales Manager for the Culinary Category at Olam/Caraway Africa, Rohan Metha, dwelt extensively on how fundamental is the role of distribution and direct sales professionals, without which marketing, which is considered a crucial wing of businesses, cannot effectively function or deliver corporate expectations.

They explained why channel management should be regarded as a fundamental national infrastructure, particularly because of the transactional nature of the responsibilities of the experts, stressing the need for a special professional body that will make significant input in driving business growth, creating market access, and strengthening the commercial ecosystem.

Besides, the speakers recommended what should be the focus, what should be standadised, and what should determine some crucial decisions that members of the institute would be taking in the course of their transactions to achieve success.

A part of the recommendations encompasses ensuring that the right product is made available at the right outlet, at the right time, and at the right price; consumers should be able to find product quickly; retailer should be able to access the product; it is easy for people to buy; and that relevant information should be constantly provided.

In his speech, the President and Chairman of the Governing Council of the ICDDS, Mr. Oladapo Siwoku Santos, said the institute was established in recognition of the critical role that commerce, distribution networks, direct sales professionals, and market access systems play in economic development, wealth creation, entrepreneurship, and nation building. ‘As the industry continues to evolve in an increasingly interconnected and digital world, the need for a professional body dedicated to setting standards, developing competences and promoting best practices had never been greater,’ Siwoku told the guests.

He stressed the commitment of the ICDDS to becoming the foremost institution driving professional excellence in channel distribution, direct sales, integrated commerce, trade development, and marker expansion in Nigeria and beyond.

Siwoku and other members of the management team, including the Chairman of the Board of Trustees, Kunle Sebanjo, and the Registrar-General, Chijoke Ezikpe, said the activities of the institute spread across Africa. They sought the support of other stakeholders for the professional body to be able to build world-class standards, foster ethical leadership, promote professional excellence and create a legacy that will positively influence generations of practitioners and businesses across the country and the continent.

The high point of the ceremony moderated by the Executive Director of Commercial Operations for Stafford Irish Spirit Brands, Motunrayo Raheem, was the induction of new members into the institute.