why supply chain matters to CMOs?
An organisation can outsource almost everything it does, but it can never outsource its sales. Sales are a fundamentally, integral part of an organisation’s structure.
However, two other key functions which are equally important and support the sales teams are marketing and research & development. Between them, these three – sales, marketing and research & development – form the top tier of the modern organisation’s structure.
Forming the second tier is the foundation of the organisation – the supply chain, which incorporates procurement, production and logistics.
Sales and Marketing teams make a promise to the customer, and the bottom tier fulfills that promise. If your customers are happy with the promise and its fulfillment, they will keep coming back; if not they will switch allegiance, and you may not ever know the reason.
So, the key question is this “ARE ALL YOUR CUSTOMERS HAPPY WITH THE FULFILLMENT OF YOUR PROMISE?”
If not – then did you have the right information at the right time to make a realistic promise? Or was the fulfillment flawed?
Supply Chain 3.0 has a role to play in both the above scenarios. Accurate, detailed information on product availability, costs and service parameters allows you to make sure your own customers promises are realistic and achievable.
On the other hand, accurate fulfillment of the right product, at the right time to the right customer – along with the right service characteristics and attributes – ensure lasting loyalties of customers who become your raving fans.
Still think supply chain is something you would rather not know about, and leave to logistics folks down in the warehouse?
To see how Supply Chain 3.0 can help Sales/Marketing. Or if you would like to read more about Supply Chain 3.0 and concrete evidence of the concept’s application, please contact us to access our white papers.