Managing the modern marketing supply chain is, at best, a difficult balancing act between end users, suppliers, systems, costs, and risks. At worst, it’s a logistical nightmare that can derail a great campaign before it gets off the ground.
The problem at the center of most marketing supply chain issues is actually quite simple:
The demands on the modern marketing supply chain is simply too much for traditional management systems to handle.
Tools and processes that may have worked for years are proving ineffective at controlling the increasingly complex task of planning, producing and promoting marketing messages on a large scale.