We're not used to thinking of marketing materials in reference to supply-chain management, but it is critical we ensure our creative resources remain active tools in the sales process by making sure they are (1) easily accessible and (2) quickly distributed. Lore Cecera has an article in Forbes entitled "In Search of a Supply-Chain Strategy", (hat tip: PROCURE IQ) and writes that "a good strategy looks beyond the company borders, analyzing the supporting ecosystem to bring business strategy objectives to fruition." She outlines the most important elements to consider and includes many more helpful links here.
It is interesting to note that when the American Marketing Association was formed in 1937, (according to Wikipedia) it defined marketing as consisting "of those activities involved in the flow of goods and services from the point of production to the point of consumption". The common factor is: speed. The Harvard Business School's Working Knowledge site rates speed as one of the most important reasons why supply-chain management has become such a hot topic. I maintain it is the #1 reason.
If there has been a common breakdown in the creation to execution process, it lies in the fact that most materials are either difficult to access or practically held hostage because of budgetary constraints. There are options today through specific e-commerce tools that can give the budget holder control while increasing accessibility and distribution. It is critical that brand-asset materials, whether digital or paper, be given equal thought through to distribution to ensure that the projects are not created in vain.
