Most companies don’t have a handle on their marketing supply chain, and that’s a costly mistake
A big problem…is that companies look at the supply chain in an extremely segmented manner
“… a focus on the creation of promotional items. But we ignore them once the first batch comes in—and that can be a huge area of inefficiency."
Especially in times of tight budgets, it is essential for marketers to identify inefficiencies …you can redeploy budget dollars into higher yield demand generation programs that actually move the bottom line."
Only about a quarter of marketers are tracking obsolescence of marketing materials.
And those who do are reporting obsolescence rates as high as 27%.
Industry standards say obsolescence should only be around 8%.
“ When you start translating that into dollars, you realize you need to start paying attention.”
Some marketers in the study said they estimated their company could be dealing with up to 60 vendors
“ Many companies have a legacy of personal relationships that drive their ordering and procurement process, so [various departments] are all using different print vendors,”
“ If you consolidated that, you’d be saving on shipping, as well as print and production.“
“ ...often there is no supply chain expert in the company, or even someone external, to do (an) analysis."
A new study from the CMO Council highlighted:
How can you achieve a vibrant promotional branding program while reducing financial risk & obsolete inventory? Is it possible to have an on demand/virtual program that supports multiple logos? How do we manage all of our print and promotional through one customized portal? What would the visibility and reporting be like? Who would train our team? How would we promote our brand internally? How much would we need to invest in new inventory? What would we do with all our existing inventory? Is there a more efficient and effective way to get materials to our trade shows / events? Sound Familiar?
Pricing Inconsistencies Uncontrolled Freight Cost Speed to Market Brand Inconsistency Inconsistent Delivery Disjointed Communication Trail Obsolescence No Visibility Lack of Compliance Coordination between Stakeholders Over-stocked Inventory Version Control Where are Typical Entanglements in a Marketing Supply Chain?
CORE IMPACT AREAS Technology E-Commerce Digital Asset Management Design and Print on Demand Commercial Print Catalogs, Directories, Marketing Collateral Point-of-Purchase Materials Signage Digital Print Paper to digital conversions Short Run Color 1:1 Marketing Web-to-Print Applications Promotional Marketing Sourcing & Procurement Access to over 700,000 Products Customized online stores Mailing Services Design, Printing, E-Mail Marketing Database Management Mailing, Kitting & Fulfillment NCOA and SAS 70 Fulfillment Kitting and assembly services Bulk Ship - Mass Distributions Secured Storage Sourcing Print Procurement Technology $600MM+ of Buying Leverage Transparency of All Activities Unbiased Approach
How can I better leverage my Marketing Budget $$$$... without negatively effecting performance