CMO Council's Strategic Interest Group: Marketing Supply Chain Institute

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.


Go-to-market is a business critical, highly complex, and carefully sequenced process today. However, there can be multiple points of disruption, distress and deficiency in this ecosystem, which is essential to value creation and competitive advantage for any consumer or business marketer. This program combines a series of best practice interviews with a comprehensive demand chain performance audit to address how well marketing content and consumables are delivered to the front line, as well as how this impacts sales effectiveness, revenue generation and customer retention.


Curated Facts & Stats

The gap between generations in terms of wealth and property ownership will continue to drive global and social change in 2024. According to research conducted in 2023, the median wealth of millennials (born early eighties to late nineties) is less than half that of baby boomers (born mid-fifties to mid-sixties) at the same age.

Source: Bernard Marr/Forbes

Macroeconomic trends, first-party data and the influence of artificial intelligence will all be instrumental for marketers next year.

Source: Marketing Week

The relevance of artificial intelligence (AI) in digital marketing is growing. According to McKinsey, generative AI’s impact on productivity could add trillions of dollars in value to the global economy. In 2024, marketers should make use of AI-powered technologies to optimise performance.

Source: Marketing Week

With constant change in the marketing, media, and tech landscape, it’s nearly impossible for CMOs to keep up with what the job demands. And let’s add the inherent misalignment between the CEO and CMO around customer obsession to the list of stressors. The good news? CMOs who show up as strategic business leaders don’t just drive results but are viable CEO successors.

Source: Forrester

According to research by Metrigy, CX is the number one priority for companies increasing their technology spend during 2023, with 65 percent of companies planning to do so – by an average of 24 percent.

Source: Forbes

A nonprofit organization and campaign, Spend With Ukraine (SWU), has been established to promote products and services that are available for access to customers all around the world. The online platform works with over 220 Ukrainian-rooted businesses, from tech to creative, lifestyle, education and fashion brands. Those include MacPaw, Bevza, Petcube, Grammarly, Reface, Preply, Delfast, Awesomic and Gunia Project.

Source: Adweek

AI helps humans with quality control or generating step-by-step training documents. It can also assist with generating customized product designs, such as for packaging, or devising new product ideas. Other areas of AI disruption include automated warehouses and robots, such as for moving packaged products in storage.

Source: Supply Chain Dive

From pollution to human rights violations, new European laws are holding global fashion brands accountable for collateral damage.

Source: Supply Chain Dive

33% of marketers are in the planning stages of implementing an Account-Based Management strategy.

Source: Gitnux

Account-based marketing (ABM) isn’t another marketing buzzword anymore. And in recent times, it’s become the fastest way for revenue teams to combine their sales and marketing teams and budgets and go after targeted accounts.

Source: Usergems


Curated Reading

Program Themes

  • Marketing Supply Chain
  • Marketing Operations
  • Data Management

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