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CMO Council finds marketers not efficient at demand chain provisioning

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Palo Alto, Calif.—A Chief Marketing Officer Council study found that 80% of marketers believe their organizations are not efficient or effective enough at demand chain provisioning.

Demand chain provisioning refers to the timely delivery of marketing and merchandising materials to dealer, agent, franchise and brand office locations, as well as the processing of customer requests for sales literature and samples through the Web, call centers and e-mail channels, according to the survey.

The study, “Competitive Gain in the Demand Chain,” was based on an online survey of more than 250 marketers, conducted between September and November.

According to the report, 38% of marketers said demand chain provisioning is critical to business competitiveness and performance, and 31% said it is important to sustaining sales and channel operations.

However, only 25% of respondents said they are ensuring sales support materials and resources are delivered to their partners on demand, and only 15% are taking steps to audit and assess marketing supply chain effectiveness.

The full report is available at www.cmocouncil.org/resources/form-competitive-gain.asp.

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