CMO Council Finds Marketing Materials are Hoarded Due to Ineffective Supply Chain
• Materials taking too much time to be delivered (35 percent),
• Materials not being available in time for a product launch (29 percent), and
• Damaged materials (13 percent).
One key issue stems from where and how sales executives are able to access content, as the majority of sales executives rely on e-mail requests to a field or corporate office to request materials. However, access channels to these materials only received marginal ratings, as 42 percent believed the systems were hardly effective or efficient.
“Marketing is not leveraging advanced technologies and process improvement standards to ensure that the materials that are being developed are making it to the intended audiences, whether internal or external to the organization,” said Mike Perez, vice president of Marketing and Business Development for Marketing Supply Chain experts, NVISION. “The reality is that even the best message in the world can be negated by poor delivery. Marketers have the opportunity to further align with sales by looking at the operations of the supply chain that provision the front line with the right materials, through the right channels in a time frame that can best impact the sales process.”
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About the CMO Council
The Chief Marketing Officer (CMO) Council is dedicated to high-level knowledge exchange, thought leadership and personal relationship building among senior corporate marketing leaders and brand decision-makers across a wide-range of global industries. The CMO Council’s 6,000 members control more than $200 billion in aggregated annual marketing expenditures and run complex, distributed marketing and sales operations worldwide. In total, the CMO Council and its strategic interest communities include over 20,000 global executives in nearly 100 countries covering multiple industries, segments and markets. Regional chapters and advisory boards are active in the Americas, Europe, Asia Pacific, Middle East and Africa. The Council’s strategic interest groups include the Coalition to Leverage and Optimize Sales Effectiveness (CLOSE), LoyaltyLeaders.org, Marketing Supply Chain Institute, Customer Experience Board, Market Sense-Ability Center, Digital Marketing Performance Institute, GeoBranding Center, and the Forum to Advance the Mobile Experience (FAME). More information on the CMO Council is available at www.cmocouncil.org.