CMO Council Study Finds Blind Spots in Delivery of Go-to-Market Materials
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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.
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