Joe Ralstin believes that cross-functional expertise is the beginning to end planning and execution of the distribution of a product starting from the back-end. He provides an example of how, in spite of having all of the best resources available, a lack of the overall understanding of beginning to end expertise resulted in the failure a major project. He then explains how, during his last job, he was able to examine the process as it existed and then use the beginning to end review to create efficiencies resulting in an annual savings of $353,000 in the first year.

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