NVISION, the Marketing Supply Chain Group of North American Corporation, along with The Chief Marketing Officer (CMO) Council, has written an exclusive best practices "Marketing Supply Chain Effectiveness" audit. Entitled "Define Where to Streamline," it provides a comprehensive assessment of how well marketers are managing, controlling and introducing sustainability practices across increasingly complex global supply chains. These include hundreds or thousands of printers, exhibit and merchandise suppliers, warehouse and fulfillment operations, communications agencies, media channels, independent contractors, as well as creative and digital service providers.
The online audit of senior marketers conducted by the CMO Council found marketers are inadequately positioned to introduce new efficiencies and waste reduction programs into their marketing ecosystems.
While only 25.2 percent of respondents have undertaken a comprehensive audit and analysis of costs and process efficiencies in their supply chain, the study found that roughly the same number - 25.9 percent - track obsolescence on marketing and event management consumables. However, just over 50 percent of the marketers audited acknowledge that ROI could be the greatest reward from an optimized supply chain as a streamlined process will likely speed time-to-market and time-to-value from marketing spend. These numbers reflect a lack of visibility into marketing supply chain operations and poor tracking and accountability of marketing materials and merchandise inventory, which often involve millions of printed items, including product packaging, corporate brochures, sales literature, premiums and point-of-sale display units.
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