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Competitive Gain In the Demand Chain
CMO COUNCIL, Nov 2010, Pages: 50
According to the marketing executives who took part in the 'Competitive Gain in the Demand Chain' study, there is significant opportunity for marketing to improve the go-to-market process. Yet, there seem to be some equally significant blind spots as we remain hyper-focused on the creative, often to the detriment of effective demand chain provisioning.
This latest report issues a clear challenge to marketers to look to the efficient and timely delivery of marketing and merchandising materials, as well as the processing of customer requests for sales literature and samples as a critical part of Demand Chain Management. The study, is part of ongoing research to identify ways to improve frontline performance through better go-to-market process innovation, supply chain optimization, and marketing ecosystem management.
Among some of the key findings:
- A surprising 20 percent of more than 250 marketers audited in the past three months admit their demand chain is under-performing or in need of improvement
- Marketers agree that demand chain provisioning is critical to business competitiveness and performance (38 percent of respondents), while an additional 31 percent believe it is important to sustaining sales and channel operations
- Only 25 percent of respondents are ensuring sales support materials and resources are delivered on-demand, which would improve sell-through and customer conversion
The 50-page Competitive Gain in the Demand Chain report includes detailed findings of over 260 marketing executives and in-depth qualitative interviews with over 267 executives from brands including Advance Auto Parts, Allergan, Hershey, MGM Resorts, Oracle, Subway, and T.Rowe Price. The online quantitative audit was conducted in the third quarter of 2010, with findings collected through November 2010
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