Tag Archives: G. David Dodd

Streamlining the Marketing Materials Supply Chain

Improving the productivity of the marketing materials supply chain may not be near the top of your list of New Year’s resolutions for 2013. With most marketers facing strong pressures to drive increased revenues and maximize the economic return produced by every marketing activity, I can understand why they devote most of their attention to developing more effective marketing programs, creating compelling content, and generating more new sales, rather than to ‘mundane’ issues like the production and distribution of marketing consumables.

In reality, however, the marketing materials supply chain is a large, and largely untapped, source of cost savings and revenue-enhancing improvements. In most companies, the supply chain for marketing materials is fragmented and filled with manual, inefficient processes that result in excessive costs and a lack of both responsiveness and reliability. If not completely broken, many supply chains are dysfunctional and in serious need of improvement.

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