Sales and Marketing Management

Management Definition

2024-01-17T21:12:00.000-08:00

Management is the process of planning, organizing, leading, and controlling resources to achieve specific goals. It involves coordinating people, tasks, and resources effectively in a formally organized group to accomplish organizational objectives.

Key functions of management include:

Planning: Setting goals, developing strategies, and creating action plans.

Organizing: Arranging resources, assigning tasks, and establishing structures.

Leading: Motivating, inspiring, and guiding individuals and teams.

Controlling: Monitoring progress, measuring performance, and taking corrective actions.

Effective management is essential for success in any organization, regardless of size or industry. It's a dynamic and multifaceted field that requires a blend of technical skills, interpersonal skills, and strategic thinking.

What are capability maps?

2023-12-17T18:13:00.000-08:00

· Capability is a combination of skills, knowledge, resources, and processes that enable an organization to perform a specific function or achieve a specific outcome.

· Capability maps are hierarchical diagrams that show the relationships between the different capabilities of an organization.

For example, a capability map for a retail company might include capabilities such as:

· customer service,

· inventory management,

· marketing, sales, and

· logistics.

Each capability can be further decomposed into sub-capabilities that provide more detail and granularity. For example, customer service might include sub-capabilities such as:

· feedback,

· complaints,

· loyalty programs, and

· refunds.

Capability gap analysis is derived by checking these capability maps and looking for the places where rectifications are required to meet the business goals. The revamping of the existing capabilities concerning the desired capabilities is the crux of undertaking capability gap analysis.

1. Visualizing Strengths and Weaknesses: Capability maps provide a clear picture of our current skills and resources across departments and locations. By pinpointing areas where capabilities overlap or fall short, we can easily identify gaps in talent, knowledge, or processes.

2. Benchmarking against Goals: Capability maps allow us to compare our existing capabilities to our strategic goals and objectives.

This helps us pinpoint areas where we need to upskill our workforce, acquire new technology, or refine our business processes to bridge the gap and achieve our desired outcomes.

3. Facilitating Informed Decision-Making: With capability maps, we can make data-driven decisions about talent development, resource allocation, and strategic partnerships.

By understanding our capability strengths and weaknesses, we can invest in targeted training programs, attract talent with specific skill sets, or outsource tasks where we lack internal expertise.

4. Identifying Market Opportunities: Capability maps can also reveal gaps in the broader market.

By analyzing our capabilities alongside customer needs and industry trends, we can identify potential new markets or service offerings where our unique capabilities can provide a competitive advantage.

Overall, capability maps are a powerful tool for identifying gaps within our organization and taking strategic action to address them. By continuously monitoring and updating our capability maps, we can ensure our company remains agile, competitive, and well-positioned for future success.

Why Africa?

2023-11-06T21:26:00.001-08:00

"As the world grays, Africa blooms with youth." - The New York Times

🗓️ 1950: Africa 🌍 accounted for 8% of the global population.

📆 2050 forecast: Africa will make up a significant 25%! 🌍

lso by 2050, 1️⃣ in 3️⃣ young souls (aged 15-24) worldwide 🌏 will be African.
Youthful spirit 🎉: Median age in Africa is 19!
For perspective, China 🇨🇳 & the US 🇺🇸 stand at 38.
📱 Tech-savvy Africa: 670 million cellphones in use across the continent!

Importance of Starter Pack

2023-05-14T00:13:00.000-07:00

-This pack is focused on ensuring a successful product launch

-This pack is focused on engaging patients throughout the product launch lifecycle. It includes developing patient education and support materials, building relationships with patient advocacy groups, and creating patient-centric marketing and communications.

-This pack help in market Access focused on ensuring that the new medicine is accessible and affordable for patients.

Self Awarness

2022-09-26T22:24:00.003-07:00

There is a strong connection between #selfawareness and success in the workplace.

Although most people believe that they are self-aware, true self-awareness is a rare quality. Research suggests that when we see ourselves clearly, we are more confident, and creative., make sound decisions, build stronger relationships, & communicate more effectively.

The fact is that only 10-15 % of people have mastered the art of self-awareness. In leadership, this is a key factor to impact yourself, your people, & your surroundings.

Three factors listed below that could potentially develop practical guidance for how leaders can learn to see themselves more clearly.

1. There are two types of Self-awareness: Internal self-awareness, represents how clearly we see our own values, beliefs, passions, thoughts, feelings, behaviours, strengths, & weaknesses and their impact on others. This is associated with higher job & relationship satisfaction, personal/social control, and happiness.

External self-awareness is understanding how other people view us, in terms of those same factors listed above. People who know how others see them are more skilled at showing empathy. For leaders who see themselves as their employees do, their employees tend to have a better relationship with them, feel more satisfied with them, and see them as more effective in general.

Leaders must actively work on both seeing themselves clearly and getting feedback to understand how others see them. Those leaders who are highly self-aware, actively focus on balancing the scale.

2. Experience and Power hinder sell-awareness: Research has shown that leaders who lean heavily on experience + skills, overvalue themselves leading to a false sense of confidence in their performance. By virtue of their level, senior leaders have fewer people above them who can provide candid feedback. The more power a leader wields, the less comfortable people will be to give them constructive feedback, for fear it will hurt their careers. This reduces leadership effectiveness.

Business prof. James O’Toole has added that, as one’s power grows, one’s willingness to listen to shrinks, either because they think they know more than their employees or because seeking feedback will come at a cost.

3. Introspection doesn’t always improve self-awareness: The problem with introspection isn’t that it is categorically ineffective — it’s that most people are doing it incorrectly.

The “why” is a surprisingly ineffective self-awareness question. Research has shown that we simply do not have access to many of the unconscious thoughts, feelings & motives we’re searching for.

So, to increase productive self-insight and decrease unproductive reflection, we should ask what, not why. “What” questions help us stay objective, future-focused, and empowered to act on our new insights.

Leaders who focus on building both self-awareness facets seek critical feedback & who ask what questions can learn to see more clearly.

Business Development Definition

2022-08-29T00:51:00.005-07:00

Business development is the function responsible for:

Initiating,

Realizing the full non-organic growth potential of the organization and,

Creation of long-term value

within the boundaries of the corporate strategy in,

the sustainable and profitable way from

Customers,

Markets and,

Relationships with people and other organizations

The Pursuit of Excellence

2022-07-05T23:10:00.003-07:00

The pursuit of excellence and the pursuit of success what’s the difference?

There’s an important distinction. Success can only be determined by making comparisons to others, whereas excellence is something you can measure personally.

In pursuit of success, we’re in competition with some external factors we have no control over.

success is generally a finite game. You set a goal, hit it, and are then left to wonder what’s next.

Success can be fleeting. It can come and go, and how it’s defined can often be out of your control. As a result, chasing success can ultimately end up being an unsatisfying fool’s errand.

On the other hand, Excellence is about personal growth. Am I improving? Did I learn or do something today to make me a little better off than I was yesterday?

The pursuit of excellence is all about becoming better at what you do – becoming more skilful, more knowledgeable.

The pursuit of excellence is an infinite game. As such, it’ll keep you focused on growing, getting better, and achieving your most significant potential. You always have to provide purpose and meaning, no matter where you find yourself. And this is exactly what a fulfilling and satisfying life needs: purpose.

The purpose mindset

Is one that is focused on the process. It’s about achieving steady, constant growth rather than finite results. And this is one of the first keys to pursuing excellence: respect the process.

Traits Of Excellent People

1- Respect the process

the process is about long-term results. That means you don’t let setbacks or mistakes derail you. Even better, when you focus on the process, you’ll find that the results take care of themselves. In a way, this can provide a welcome sense of freedom. Your responsibility is to create the plan and then stick to it. This is what you can control; the rest doesn’t matter. You can let it go.

So be disciplined as freedom equals discipline

If you are undisciplined, you are a slave to your moods and passions.” You’re also a slave to outside factors like your competitors, politics, or what other people are saying or doing.

If you’re disciplined and focused on a daily process of improvement, then you don’t have to worry about these external things. You can rest easy knowing that you’re following your plan and doing the hard work.

“To win is not important. To be successful is not even important. How to plan and prepare is crucial.”

When you plan and prepare well, success and winning will follow. In other words, when you respect the process, the results will take care of themselves.

Respecting the process also means that you don’t have to come out of the gate like a champion. Your only expectation is in doing something today that will make you better than you were yesterday. It doesn’t have to be big. In fact, planning out a series of small, doable steps is the better way to go

2-Turn positive behaviours, the kind that will help you reach those goals, into rituals or habits.

Say you want to write a novel. Which plan sounds more likely to succeed: setting one big end-of-the-year deadline, or setting a series of goals to write a minimum of one hundred words per day? The latter one, right? It’s all about establishing a process – or as Clear calls it, a habit or ritual – that guarantees progress.

“When nothing seems to help, I go and look at a stonecutter hammering away at his rock, perhaps a hundred times without as much as a crack showing in it. Yet at the hundred and first blow, it will split in two, and I know it was not that last blow that did it, but all that had gone before.”

Your job is to chip away a little bit each day, knowing that your persistence is the hard work that will pay off in the end. This is respecting the process

Unfortunately, results don’t come just from setting goals. But they do come from forming new habits and rituals, which only happen when you adopt a new lifestyle. Changing your lifestyle is basically another way of saying you’re starting a new plan and adopting a new process. And this is what gets results.

You might say, from now on I’m going to eat better, get in shape, and waste less time watching television. Well, that’s great – but for it to happen, you’ll need to establish a new lifestyle that supports these goals. If you keep following your old one, it’s extremely doubtful that you’ll get the results you’re after. Makes sense, doesn’t it?

3-Remove obstacles from your environment.

Along with your new lifestyle, removing obstacles in your life will help as well. You might change your habits by getting up a little earlier in the morning to make time for a pre-breakfast workout ritual. But it’s also a good idea to remove temptations from your environment. If you want to eat a healthier diet, why not make it easier by removing the sugary snacks from your cupboards? If you want to watch less television, then remove the TV from your workroom. Make your environment conducive to your plan. It may sound simple, but it’s very effective. Lots of things are out of your control, but you can control your lifestyle, your habits, and your home environment.

It’s easy to make plans. Many of us do this at the start of every new year. In order to follow through, you need to actually make the change and then keep at it day after day. This slow and steady determination – a commitment to gradual improvement – is what separates excellence from mediocrity.

Own Your Business In The Digital Space Via Digital Marketing Scholarship

2020-10-11T23:13:00.007-07:00

Marketing is an essential part of our everyday life and it’s about connecting with your audience in the right place and at the right time.

As people increasingly use digital devices to shop and buy and spend a lot of time online, as shown during lockdown of Covide-19 pandemic, so, as marketers we can connect them here through digital marketing which is nowadays a global raising trend and dominates other traditional offline marketing channels as TV, newspaper…etc.

Digital marketing is an umbrella term used to describe many types of digital marketing including but not limited to search engine optimization, (SEO), search engine marketing (SEM), content marketing, influencer marketing, content automation, campaign marketing, data-driven marketing, e-commerce marketing, social media marketing, e-mail marketing, display advertising, e-books, PPC, …etc.

Although digital marketing is an emerging, fast-growing, and evolving trend merely invading all markets globally and has many types and specializations, yet many people and organizations in Egypt did not adopt digital marketing concept till now whether for the financial burden or unawareness of its importance.

As digital marketing trend is developing every day that need ongoing training and practicing that may raise the financial burden

Meanwhile, many of Egyptians graduates suffering from whether unemployment or being under paid employees who can’t afford the training cost that deprive them from hunting the raising global demands for freelancer digital marketer opportunities with rewarding sustainable income and, hinder Egypt’s ICT global competitiveness.

There’re many concerns as follow:

Do digital marketing skills easy learnable?

How to overcome the financial burden to acquire these skills?

Can digital marketing freelancer jobs solve the unemployment and under paid employees’ problems?

Which part of the digital marketing umbrella suite my situation?

Is it possible for me to be content marketing freelancer?

Is it rewarding enough to provide me sustainable good income?

Can I enjoy work/life balance?

If you decide to adopt digital marketing mindset,

It will never too late

To improve Egyptians’ life, The Egyptian Government (EG) lately developed many successful initiatives for free in health, social and housing sectors’

In the same context, EG addressed the importance of digital marketing to compete effectively in the digital space with qualified manpower.

Nowadays Ministry of Communications and Information Technology (MCIT) launches the Future work is digital initiative powered by Information Technology Industry Development Agency (ITIDA) to equip and train 1000 Egyptian for free through ITIDA and Udacity virtual academy for digital technologies and skills to remote work.

Now it is your turn whoever you are:

Unemployed, under-paid employee, looking for additional income, looking for future business, aiming to own your business and,

If your age between 18-55 years old, graduate or studying in Tourism-Archeology, Arts, Science, Medical, Commerce from Cairo, Giza, Alex, Aswan, Mansoura or Sues,

Hurry up and apply for professional digital marketing fully funded scholarship to pursue your career and your business in high demand freelancing and online marketplace as an Egyptian ambassador in the digital space and get self-employed with top freelancer sites e.g. Fiverr, Upwork, Toptal, Simply Hired, PeoplePerHour….etc.

#IminDMND #digital_marketing #freelancer #scholarship #digital_marketing_scholarship #digital_marketer #1st

The Worst Leader

2019-12-22T02:31:00.000-08:00

The worst leader who commits is to turn an employee who cared about everything into an employee who no longer cares about anything.

The leader who is fighting for creativity and ideas, quick to charge his team in the event of a mistake and quick to earn the privilege for himself in the event of something positive.

His work style makes the work environment toxic and promotes mistrust as the employee feels suffocated and under siege.

Many officials rely on the theory of sowing terror, intimidation and hypocrisy to achieve their goals. These unprofessional behaviors is not considered an effective way to encourage the employee, but on the contrary they worry the employee and do not make him do his job with all the concentration and creativity and make his only concern is to do what he was asked to do not increase and no decrease and usually they work only when they see the administrator. When you have an administrator who treats you with respect and helps you learn and develop skills and protects your back, you will most likely offer your best creations and stay in the company for a long time.

In the case of a bad official, you are looking for the first chance to leave.

The official is professional when he knows how to achieve his goals and those of his team and the company at the same time. Achieving the goals depends first on the method of desire, i.e. to make the employees love the work he does in the event of the presence of the official or his absence and to feel that he is a human being and not a machine and is part of the company and the fate of the company is also linked to his career. The company won't keep good employees if they have a bad administrator.

A good administrator is undoubtedly one of the best incentives to keep talented employees.

ZETA PHARMA Visit us at CphI Frankfurt -Nov. 5-7-2019

2019-08-19T03:35:00.002-07:00

Leading Organization: The critical roles

2019-08-12T02:21:00.002-07:00

Starting from the overall strategy, where value is created or needs to be protected, and

define what are the most critical roles that really create that value?

It could be 40 or 50, it could be a bit more than that.

But it’s unlikely to be thousands.

They’re not always the most senior, hierarchically. Sometimes they are, but

they can easily be one, two, three, or four levels down in the organization.

Understanding what those roles are, and then putting a lot more rigor into them—

what’s the work that has to get done,

what do we need these people to actually do in order to create that value—and then looking at whether you’ve got a good match.

As an example of one of the Scandinavian companies whom their fundamental to its strategy is growing its business in China. A lot of that is based on mergers and acquisitions and new business development.

One of the critical roles, about a billion associated with it, is

Its head of China.

A second critical role is its CFO in China.

when we looked at who they had in that specific role, it was someone who’s really good at cost cutting but had no business-development or M&A experience.

So there was a clear disconnect.
Having those kinds of conversations to make sure that you are very clear on,
“What is that 5 percent of roles that disproportionately create value? And
Do you have the people with the knowledge, the skills, the aptitude, the experience to deliver that?”
This is one of the things that we’re seeing sets companies up for success.
You got your talent in the organization. You’re focusing on the top roles.

Leading organization: Talent and teams

2019-08-11T23:55:00.002-07:00

The main question is how do I get the right players on the court?

Through the following ones :

How do I attract and retain the talent I need to be successful with,
our business strategy?

How to set talent development plan?

How to apply performance management?

How to form and keep high-performing teams? As per Michael Jordan quote,
“Talent wins games, but teamwork […] wins championships”
What are the timeless truths for bringing in and developing the right talent
in any organization?
The first truth:
Focusing on the 5 percent that create 95 percent of the value.
Now, this is different than saying, “We want to attract and retain talent, and therefore we’re going to fix our talent-recruiting process.
And we’re going to fix our employee value proposition.”

Let’s see how the American football players are paid?

The Blind Side is based in how American football players are paid,

and beneath that there’s a reason for why they’re paid that way.

If you ask people who know enough about American football to answer this question,

“Who’s the highest paid player on the field?,”
Most people will say, “The quarterback.” And they will be right.
The quarterback is the one who touches the ball, makes most of the plays,
and is always involved in managing the team down the field to score points.

If you ask people who is the second highest-paid player on the team?

The second highest-paid player is what’s called the left tackle,
especially with a right-handed quarterback, or it could be the right tackle,
with a left-handed quarterback.

The reason for that is, the role of the left tackle is to block the person who’s
coming and, trying to tackle your quarterback,
who very easily could cause an injury,
because that person is coming to the quarterback’s blind side, as it is.
So this is a very important position that most people would say,
“ that we need to recruit a great left tackle,
and we’re going to pay them the second most on the team.”

What we found is when organizations talk about, “Who are our quarterbacks?

Who are the people who play the roles on our team that create the most value?

And they often get it wrong because they forget to take into account those roles and,
positions that protect the value.

To bring some of these insights to life, is work with companies to get a handle on their critical roles and the talent in those critical roles

Leading organization : Ten Timeless Truths

2019-08-11T23:03:00.001-07:00

Leading organization move around three big areas.

1- Talent and teams.

2- Organization design and decision making.

3- Managing culture and change.
The last but not leasttopic is more personal:

How do I successfully transition into a new executive role?

Customer Management

2019-07-22T03:39:00.001-07:00

The main missions of any sales organization are:

Create customer

Keep customer

Grow customer

Customer Retention

2019-07-22T02:44:00.003-07:00

Do you want to grow up with your business?

Let us take the right example, in the Premier League in 2011 at Match Manchester United and

Arsenal, then Manchester won 8-2, the result was disastrous,

What was the reaction of the Arsenal management?

They did 3 very important things...

First, they came down with a statement acknowledging the problem.

Second, in the same statement, he apologized for the poor performance and promised that:
he would get better.

Third, they returned the ticket to all the fans.

Something too, last year Arsenal returned to each participant 100 pounds of the wish to participate in,
the matches because they are not qualified for the Champions League and,
qualified for the European League only there is a price difference,

The lesson: to any institution that wants to keep its customers.

You have to keep in mind that:
there is a huge difference between the customer and the service/product provider,

If the customer knows how to do the service/product he will not order it and pay his/her money,
and as long as you are satisfied you will remain a service provider.
So you put yourself in an evaluation position and,
therefore you must make an effort to satisfy the customer.

In the end if you want to do a respectable business you must respect your customers,

and an important part of respect is:

1- acknowledging the error and,

2- apologizing for it and,

3-offering a simple compensation that shows you in a check.

Did you ever face an offensive management style?

2019-07-13T22:29:00.000-07:00

Nowadays, we present other offensive management style:

Managing by Containment and Isolation

When a manager addressed the potential of his/her subordinates from first day.

Found them with solid experience coupled with wide network with class A customers and KOL

And they fulfilled all their tasks and missions successfully.

Instead of:encouraging, motivating, developing, those with higher potential for organizational success,

He/she planned and adopted this losing Containment and Isolation management style,

Through the following behaviour & decisions:

1-Diminish, and inhibit any new idea/initiations offered from them.

2-Ignorance of discussion new ideas of launching new products

3-Blaming & hunting mistakes to hide the success & achievement of them.

E.g: successful exportation

4--Didn’t apply annual appraisal

5-Use authority power to punish illogically in annual merit increase without appraisal for,
successive two years.

6-Attack those subordinate in a public/general meeting

7-Freezing them and the organization by ignoring training & development.

8-Spoil any new opportunity/partnership offered/suggested from those subordinate

9-Isolate and didn’t invite them to important meeting

10-Wasting their time by sending them /Inviting them for irrelevant meetings.

How to deal successful with this type of manager?

Entrepreneurial Mindset

2017-12-13T21:04:00.000-08:00

is the specific state of mind which orientates human conduct towards entrepreneurial activities and outcomes.

Individuals with entrepreneurial mindsets are often drawn to

opportunities,

innovation, and

new value creation.

This would be a specialized growth mindset as opposed to fixed mindset.

Mindset: The New Psychology of Success, Stanford Professor Carol

S. Dweck presented her research showing that hard work and mindset impact success more than natural talent.

An entrepreneurial mindset stands alone in terms of its importance in these areas.

No other attribute, personality, inherent entrepreneurial proclivities, training, or demographic profile is common to all successful entrepreneurs

whether Warren Buffet, Steve Jobs, or the neighborhood florist or grocer.

The difference between Exploitation, exploration and ambidextrous

2017-12-02T06:02:00.001-08:00

Exploitation: when firm making small exploitative changes to the existing technology and the existing customer base and how you reach them.

And when firm making some exploration either finding ways to incorporate very different technologies, or getting two very different markets, or some combination of both.

While balancing, exploration, and exploitation in the established firm, being ambidextrous because you can work with both hands and balance these two activities.

Are all entrepreneurs belong to one category?

2017-12-01T23:17:00.002-08:00

They do tend to fall into categories that we can attribute some specific characteristics. These categories are

1-Serial entrepreneurs

Is someone who focuses on starting multiple businesses one after another.

Their focus is to find one new firm, typically selling that firm first and then starting their subsequent firm. An example of a serial entrepreneur is Steve Jobs.

2-Parallel entrepreneurs

Is someone who manages to run more than one successful business at the same time.

Steve Jobs incidentally was also a parallel entrepreneur when he was running both Pixar and Apple at the same time.

3-Non-traditional entrepreneurs.

This include people who create jobs for themselves in a variety of idiosyncratic ways by establishing businesses on their own.

This often results because as the global economy has evolved, lots of multinational corporations have significantly redistributed the production and services to take advantage of cheaper labor.

4- Micro-entrepreneurs

Workers who need to run more than one job at the same time to pay bills, they're doing this often to offset difficult economic times.

What are the entrepreneur’s common traits?

2017-12-01T23:01:00.002-08:00

There are a few things that we do know from research about entrepreneurship with some evidence that:

1-Entrepreneurs are more likely to exhibit overconfidence.

2-Entrepreneurs are more likely to demonstrate some optimism,

So in studies that have looked at social capital, incognition, and entrepreneur opportunities, we see that some levels of optimism that are over and beyond the general population,

as well as overconfidence.

3-Risk propensity. There is some research that suggests that entrepreneurs are more likely to tolerate higher levels of risk, but other findings show that there's no difference in terms of risk propensity at all.

4-Entrepreneurial passion very often,

But on the whole, most research has produced mixed findings on particular traits and attributes that might define an entrepreneur. Findings related to other

traits are really mixed.

What the Fundamental Attribution Error?

2017-12-01T22:47:00.003-08:00

is assuming that behaviors are caused by someone's disposition even when

circumstances are the real explanation.

Take, for example, a driver who is speeding.

We might assume that the driver is speeding because he’s irresponsible rather than assuming that there is some sort of emergency. This type of error is particularly seen in

Western culture such as the United States, where values are more individualistic, and the explanations fit into our world views about fairness, such as the fact that good people should get rewarded and there should be equity.

3 How's for Entrepreneurial thinking

2017-12-01T22:28:00.004-08:00

Entrepreneurial thinking is about:.
How to minimize risk.
How to maximize your chances of success.
How to be smart about exploring opportunities

Entrepreneurship and Entrepreneur definitions

2017-12-01T22:03:00.002-08:00

Entrepreneurship is the creation and management of a new enterprise to accomplish certain objectives.

Although some of them are beyond just making money yet, financial sustainability is still an important objective for virtually any entrepreneur.
While as

an entrepreneur is a business leader.

an entrepreneur makes a concept viable.

an entrepreneur organizes and manages a business undertaking.

an entrepreneur runs their own companies.

What are an entrepreneur's key successful factors?

2017-12-01T21:48:00.002-08:00

For an entrepreneur to be successful he/she must have:

1- Entrepreneurial passion to solve something.

2- Committed to execution in some way through an execution plan

3- Complement some of those other aspects that are outside of the knowledgebase, which is around personality and fashion

4- 3 R’s: being in the Right place at the Right time with the Right idea

Wolf Pack Arrangement and Strategy

2017-12-01T00:52:00.000-08:00

In Front

The first 3 are the older or sick and they set the pace of the group.

If it was on the contrary, they would be left behind and lost contact with the pack.

In ambush case they would be sacrificed.

The following are the 5 strongest.

In the center

follow the remaining members of the pack.

At the end of the group the other 5 stronger.

In Back

Last, alone, follows the alpha wolf.

It controls everything from the rear.

That position can control the whole group, decide the direction to follow an anticipate the attacks of opponents