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CMO Council identifies top ways to add value to supply chain

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Palo Alto, Calif.—Breaking down functional silos and institutionalizing the use of data analytics are among the top 10 ways to add value to the marketing supply chain, according to a report by the Chief Marketing Officer Council.

The study,“Unify to Multiply Marketing Ecosystem Effectiveness,” was based on a series of live roundtable discussions last year with more than 25 global marketers.

Other ways to add value to the supply chain include providing market insight and intelligence on-demand; sharing best-practice knowledge worldwide; and synchronizing supply and demand operations, the study found.

“Embracing the need for real-time, adaptive marketing practices and process-improvement platforms and solutions is a strategic priority for brands,” Donovan Neale-May, executive director of the CMO Council, said in a statement.

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