The report highlights the problem of waste in the marketing supply chain, which is caused by limited access to material utilization, a lack of visibility into the operational process, and a general lack of forecasting and operational rigor. This waste can be summarized as Obsolescence, which is not a single excessive order or pile of un-used collateral, but rather the inability to manage the shelf life of marketing consumables and promotional materials. The report suggests that marketers should focus on optimizing the marketing supply chain to achieve operational efficiency and optimization.
