Home / About
Most organizations today have complex, fragmented, geographically distributed, highly inefficient and overlapping marketing supply chains with hundreds of marketing suppliers and agencies in their ecosystem, thousands of channel partners, and scores of global markets, distributors and subsidiary operations to support. According to Interwoven, some 22 percent of marketing dollars are allocated for production, management and distribution of marketing content. Separately, Aberdeen Group reports that 64 percent of enterprises are instituting regular collaboration between procurement and marketing in the purchase of marketing materials and services
With more than $1.5 trillion spent on marketing and communications worldwide, there are significant incentives for global enterprises to improve the way they source, select, manage, unify and align vendors, suppliers and service providers on strategic, creative, content, media, talent, distribution and production levels. A significant percentage of spend is allocated for media insertions, trade shows and events, as well as physical goods such as packaging, documentation, sales collaterals, catalogs, premiums, signage, and channel merchandising materials, which frequently have to produced in large volumes, warehoused and shipped globally contributing to a company’s carbon footprint.
The advent of global print on-demand service providers, end-to-end marketing supply chain management systems, marketing process integrators, marketing supplier management modules, and global sourcing platforms for talent, print production, creative services, and tactical marketing support are leading to greater marketing performance, accountability, yield, and operational visibility.
The Chief Marketing Officer (CMO) Council has teamed with the Business Performance Management (BPM) Forum (www.bpmforum.org) and the Institute for the Study of Business Markets (ISBM) – a global academic-industry consortium run by Penn State – to drive best practices and thought leadership in marketing supply chain management worldwide. The Marketing Supply Chain Institute will be a dedicated knowledge center and think tank focused on benchmark studies, cost audits and competency assessments, content aggregation, report publication and syndication, peer-to-peer interactions, best practice development, vertical industry analytics, and global models and frameworks for strategic sourcing and supplier management.
The first initiative of the Marketing Supply Chain Institute will be Define Where to Streamline, a global audit to benchmark the state of marketing supply chain management practices and analyze the business benefits, productivity gains and risk reductions to be achieved. Learn more »