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BtoB

Study questions efficiency of marketing materials supply chain

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Palo Alto, Calif.—Two-thirds of salespeople responding to a CMO Council survey released Tuesday said they face challenges in obtaining marketing and sales support materials from their company. As a result, 64% of salespeople responding to this study say they “over-order” marketing support materials to ensure they have the materials on hand.

The CMO Council concluded that marketing departments are spending billions on sales collateral, but often neglecting the marketing materials supply chain, which is the process of getting this material in the hands of salespeople. The study, “In Straight Line to the Front Line,” was conducted online from mid-December through early February and drew 117 respondents. The study was sponsored by NVSION.

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