B2B marketers are attacking mobile with budgets that are jumping 11 percent over the next six months and an additional 17.5 percent over the next 12 months. But it’s clear they’re not terribly happy with the tools vendors are providing. "Compelling solutions are still lacking," one marketer said.
Analyst Insight: Let's start at the very beginning. Supply chain DNA is focused on costs while providing acceptable service to customers. Marketing DNA is focused on revenues that come from the sales and services. As a result, the only shared value between marketing and supply chain people is the recognition that "stuff has to get to customers." To marketing, the term "minimize" only relates to the number of times a customer is dissatisfied, whereas to supply chain, "minimize" is the Holy Grail. – Robert Sabath, Principal Essentialist SCM, Trissential