CMO Council Marketing Transformation Mandate
Key Findings from Marketing Leader Self-Assessments of Pivotal, Foundational, and Operational Progress in Applying Martech Innovation to Gaining Business Advantage in the AI Era. More
Program Overview
Marketing Supply Chain Institute
The Marketing Supply Chain Institute is a dedicated knowledge center focused on benchmark studies, cost audits and competency assessments, best practice development.
The Marketing Supply Chain Institute is a dedicated knowledge center 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.
Frontline personnel, from store managers and field marketing leads to remote location leaders and franchisees, agree that marketing support materials are big contributors to the selling process. Yet there is still a massive amount of waste and obsolescence due to poor tracking, provisioning and just-in-time delivery of sales, uniforms, signage and merchandising materials for promotional marketing.
As a result, the Chief Marketing Officer (CMO) Council has undertaken numerous thought leadership studies aimed at assessing the performance of multi-location marketing, demand chain provisioning, campaign fielding, brand execution, promotional logistics and merchandising in the $1.5 trillion marketing services sector.
These initiatives have assessed the effectiveness of spend; procurement processes; agency resource utilization; sourcing, localization and delivery of merchandise/signage/consumables; carbon footprint reductions; workflow and connected vendor management; reduction of waste and cost, and total value delivered to the channel and field.
The linkage between operational marketing effectiveness and brand performance has prompted the CMO Council to form a focused center of excellence, the Marketing Supply Chain Institute (MSCI), designed to drive best practices and thought leadership. The MSCI is 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.
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Through the MSCI, The CMO Council has undertaken comprehensive audits to benchmark, analyze and scorecard the state of marketing supply chain management practices. Here are the cost savings, efficiency gains, sustainability benefits, operational controls, risk reductions, and competitive advantages you can achieve through streamlined, AI-infused marketing ecosystem management across major industry verticals. Category sectors, such as Quick Service Restaurants (QSR), as well as banking, investing, insurance, retail, fitness, healthcare, hospitality, and automotive, are ready for MSCM improvement.
A recent Chief Marketing Officer (CMO) Council report, produced in partnership with KPMG LLP, covers critical capabilities of marketing sourcing and how CMOs can enlist procurement to help marketing make better decisions. The report found that CMOs who more actively involve procurement in marketing sourcing enjoy a more positive impact on the overall maturity and quality of marketing sourcing decisions.
Areas of investigation and analysis undertaken by the CMO Council Marketing Supply Chain Institute include:
- Strategic value, role and economics of brand-compliant marketing supply chains
- Impact of AI infused and agentic-driven operating models/platforms
- Use of big data insights, analytics and centralized management
- Supply chain responsiveness, adaptability, dependability and resilience
- Level of alignment with channel and field marketing needs and objectives
- Emerging marketing supply chain demands and priorities
- Marketing supply chain execution effectiveness
- Marketing-procurement group integration dynamics
- Spend analysis and ROI tracking
- Vendor performance measurement
- Supplier collaboration and integration
- Supplier network or portal use
- Contract management
- eProcurement & procurement outsourcing
- Sustainability initiatives across the supply chain
- Compliance and social responsibility factors
- Level of risk and vulnerability in the marketing supply chain
