Based on our experience of category management improvement projects, there is a clear gap between what research studies and reports present as best practices and many companies' day-to-day category management activities. Category management can be taken to a whole new level by following a more structured, analytical and data-driven approach. The category management workflow proposed in this white paper is intended to facilitate such an approach. Our aim has been to ensure it was data driven, encouraged an analytical approach and above all was simple enough to use and function in reality. Implementing this workflow requires both a thorough understanding of category management as well as experience and expertise in management systems and change management.