What is it that makes top supply chains stand out from the rest? That’s a question that Kevin O’Marah, vice president of strategic research at AMR Research addressed in his keynote speech, which served as a dynamic, thought-provoking introduction for this year’s conference.

During the session, O’Marah shared key characteristics that world-class supply chain professionals practice, and gave tips and insights to attendees looking to emulate those traits in their own operations. Having worked with hundreds of companies on manufacturing, product lifecycle management (PLM), and supply chain strategy, O’Marah’s expertise spans several industries and gives him a unique perspective on the challenges that face today’s logistics professionals.

O’Marah discussed the traits of a great supply chain, comparing it to the “supply chains of old,” the latter of which found companies mainly building to forecast and using assembly-line supply strategies. Today, he says, firms need to consider three overlapping supply chain concepts: product, supply, and demand. “It’s about managing demand and network supply across a global supply chain,” says O’Marah, who urges companies to consider products in the context of their total supply chain by asking themselves, what can I make? What can I make profitably? What do customers want?

By drawing in all three parts of the business, supply chain managers will be able to create a streamlined, efficient process that far surpasses those used in the “20th Century model,” says O’Marah. For proof, he points to Toyota as the “ultimate hall of fame supply chain leader” based on the company’s fill rate, inventory performance, and ability to design its products “backwards” based on end-user preferences.

“As the 21st Century opens, think about operational and innovation excellence,” O’Marah says. “If you can pin down the metrics that let you know whether or not you’re pursuing these two elements successfully, you’re in a position to communicate to teams, bosses, shareholders, and partners about what they can expect from you and what they can do to contribute to the overall performance of your operations.”

Ultimately, O’Marah says achieving supply chain excellence is about measuring and communicating operational and innovation excellence in a systematic fashion, and in a way that enhances shareholder value. “What is the role of the supply chain or value chain in the 21st Century?” he asks. “It’s about strategy, measurement, and change.”

The following links offer a synopsis of the seven individual Webcasts that made up this year’s GSCC.