CMO Council Study Finds Blind Spots in Delivery of Go-to-Market Materials
“Marketing tends to be preoccupied with staying on track with individual tactical executions or traditional marketing fundamentals like lead generation, campaign execution and content or creative development,” said Donovan Neale-May, executive director of the CMO Council. “However, today’s demand chain requires a new mix of digital, direct and retail distribution, fulfillment, measurement and tracking capabilities to maximize customer contact, conversion and interaction.”
One area that potentially holds an immediate opportunity for improvement and value creation is specific to vendor selection or management. Nearly half of respondents view demand chain procurement and fulfillment as a compilation of individual vendors, asking each vendor to bid on individual elements of the demand chain. Only 7 percent of marketers view the demand chain as an area for consolidation and rationalization to gain more control and efficiency.
“Overlooking the final ‘field and prospect delivery’ elements of the demand chain can be costly, and operationally disruptive,” said Mike Moroz, President of Archway Marketing Services. “Far too often, we see amazingly planned and executed creative fall desperately short due to a poor integration between these two segments of the demand chain—the creative strategy and customer engagement through fulfillment.”
The 50-page “Competitive Gain in the Demand Chain” report includes detailed findings of over 260 marketing executives and in-depth qualitative interviews with over 267 executives from brands including Advance Auto Parts, Allergan, Hershey, MGM Resorts, Oracle, Subway, and T.Rowe Price. The online quantitative audit was conducted in the third quarter of 2010, with findings collected through November 2010. To download the full report or complimentary executive summary, visit www.cmocouncil.org/resources/form-competitive-gain.asp.
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 12,000 global executives across 100 countries in 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), Marketing Supply Chain Institute, Customer Experience Board, LoyaltyLeaders.org, Online Marketing Performance Institute, and the Forum to Advance the Mobile Experience (FAME). www.cmocouncil.org