What does the supply chain have to do with marketing? Everything really. After all, if you can’t deliver as promised, it won’t matter how well crafted the brand promise is. Marketing needs to be in tune with reality or else it will backfire. To a large extent the reverse is also true – particularly when the CMO has a good handle on the pulse of the market.
As indicated in Jeff Ashcroft’s Supply Chain Network blog post, “Why the CMO Needs to Bond with the Chief Supply Chain Officer” when it comes to overall brand experience and ultimately keeping the brand promise, the CMO must rely on the CSCO and his team to deliver quality, cost, sustainability, corporate social responsibility and customer service.