Dynamic Alignment

The innovative Dynamic Alignment Model (DAM) has been developed by Supply Chain Thought Leader Dr. John Gattorna (www.johngattorna.com) and implemented worldwide by business leaders in various sectors.

The inovative tools and the methodologies of DAM are tried and tested around the world over the last decade with extraordinary results.

The premise of the ideas of DAM is more than 20 years of field work of Dr. John Gattorna and based on the realization that “people drive business” - everything else are simply enablers or inhibitors.

DAM Introduction

DAM could be implemented in any business environment (B2B or B2C) and has as a result the alignment of the organizations Strategy, Culture and Leadership Style, with its External Environment (Customers/Consumers, Suppliers)

DAM provides to the companies & organizations all necessary tools & methodologies to:

  • Identify and obtain the required capabilities and
  • Design, develop and implement a new business strategy,

 which will make them capable to:

  • Respond effectively to the needs and expectations of their customers,
  • Maximize the value of their business activities and
  • To squeeze down the operational cost.


DAM Implementation

The implementation of the Dynamic Alignment Project generally is a five (5) phases’ process:

  • 1st Phase: External Environment Analysis and Evaluation (Customers / Suppliers). External Environment Analysis and Evaluation is based on a new methodology of assessing and categorizing, customers and suppliers in accordance with their business behavior, needs and expectations from your company.
  • 2nd Phase: Internal Environment Analysis and Evaluation in the areas of strategy, processes, staffing, business culture, administration, existing infrastructure, technologies, IT/Systems etc.
  • 3rd Phase: Existing Alignment Status Diagnostic Analysis. The findings of Phases 1 & 2 are put under cross reference and dispute in order to identify the areas and the causes of the company’s misalignment (strategy, processes, staffing, technology etc.) with its external environment (customers), which has as a result non value or cost non effectiveness business activities.
  • 4th Phase: Dynamic Alignment Diagnostic: Findings & Implications Integration. The findings from each level of assessment outlined above will be integrated in the final stages of the project, and the implications for strategy, organizational capability and structure will be explained and further developed.
  • 5th Phase: Dynamic Alignment Implementation. In this phase the company knowing in details the needs and expectations of each category of customers and suppliers will take the necessary actions in order to develop / acquire the required capabilities.

In this phase is designed and implemented:

  • The new “Leadership Style”.
  • The new “Organizational Structure”.
  • The appropriate for each Customer / Supplier Segment “Business Strategy” accompanied with the required “Strategy Mix”.
  • The appropriate for each Customer / Supplier Segment “Business Sub - Culture”.

DAM Results

Organizations which have implemented the DAM have gain:

  • Significant improvements in customer satisfaction
  • Higher profitability
  • Operational cost reduction
  • Maximum value in its business activities


Depending on the type of business and the existing alignment level, at the end of the Dynamic Alignment implementation procedure the customer satisfaction could be increased up to 30%, which has a result increase of sales plus an up to 30% operational cost reduction (Cost – to – Serve)