Tag Archives: marketing supply chain

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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Building the Business Case for Marketing Technology

With the global economy still facing significant headwinds, most business leaders are remaining cautious and frugal. They are demanding that any investments they make produce a positive, measurable impact on the bottom line – and the faster the better. Marketing is not exempt from this caution and frugality. Marketing budgets are being scrutinized more closely, and marketers are facing growing pressures to improve the effectiveness and efficiency of the marketing function.

Many marketing leaders believe that the right technology tools will significantly boost marketing effectiveness and efficiency, and there is significant evidence to support this belief. However, investing in new marketing technologies is still a major decision for most enterprises. Marketing technology solutions do not usually require a huge financial investment for large enterprises, but the cost is high enough that most companies will not treat the investment as routine or trivial. Perhaps more important, the implementation of new marketing technologies may well involve business process changes that affect many stakeholders. For these reasons, marketers who plan to recommend such investments must be prepared to justify their recommendation. Read More…

Obliterating Obsolescence with Marketing Supply Chain Management

Stacks of outdated marketing materials stored out of sight in a warehouse somewhere. Brochures and product information with outdated information sent out to retailers, because the new versions haven’t been printed yet. Marketers who have no idea when to order new materials because no one keeps track of how the current supply is being used…

Sounds familiar? Then it’s worth taking a look at this whitepaper by the CMO Council, which tackles the sticky problem of obsolescence of marketing materials. Of the 125 marketers surveyed, nearly 70% admitted to ‘at some point, stashing under-utilized, unwanted, out of date, or over-ordered materials into storage facilities that can range from a closet to a warehouse’. Over-production and a wrong estimation of marketing material due to inefficient planning and managing of supplies costs time and money. Also, it and can negatively impact go-to-market effectiveness, as well as business value and competitive advantage. And oh yes, it’s bad for the environment, too.

But how to efficiently manage the Marketing Supply Chain, and minimize waste? The shelf live of marketing consumables and promotional materials is becoming ever shorter and more challenging to manage.

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Why the Marketing Supply Chain Deserves Your Attention

‘As marketers, we spend an enormous amount of time focusing on on demand creation, customer acquisition, and very little time is spent on optimizing the processes that exist within the marketing supply chain.’ Says Mike Perez, VP Marketing and Business Development at NVISION. And that’s a shame, because it’s exactly this area of Marketing that can make Marketing departments run smoothly if everything is arranged properly.

In this video, Perez addresses the necessity for getting control over the Marketing supply chain: ‘A poorly managed supply chain can have a negative impact on your brand, and your budget.’  But a Marketing Operations improvement project should not be conducted in isolation – it’s exactly its cross-business nature that makes that it deserves attention from beyond the marketing department. ‘A senior Marketing Executive or CMO must be involved in the process. They must reach cross-functionally within their organization and involve Operations to the CFO,’ according to Perez.

The results? Reduced operational costs by 20 to 30%, and a reduction of time-to-market by 35%. Worth taking a look at, then:
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Optimize to Economize: Marketing Supply Chain

A little sidestep from the vendor videos this week. The Marketing Supply Chain Institute interviewed Liz Miller (VP, Programs, CMO Council) and Mike Perez (VP, Marketing and Business Development, NVISION) on optimizing the supply chain. Both agree that it’s an unpleasant but very necessary part of Marketing Operations. As Liz Miller points out, we live in an era where we have to make every marketing dollar count.

‘A poorly managed marketing supply chain can have a negative effect on your brand and your budget,’ says Mike Perez. But companies that have been willing to assess and review the effectiveness and efficiency of their marketing supply chain have seen considerable (20-30 %) savings and an improved time-to-market. Money that is well spent in other areas of marketing, Miller stresses: ‘we need to find every dollar to grow our business and build our brand.’

Watch the video below to learn more about marketing supply chain optimization.

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