Two Must-Read Reports Highlight Consumer and Marketer Perspectives

I recently read two reports issued by the CMO Council that are definitely a must-read for anyone in our industry. The first, Why Relevance Drives Response and Relationships: Using the Power of Precision Marketing to Better Engage Customers , released in partnership with the InfoPrint Solutions Company, demonstrates that irrelevant communications from marketers are key factors to customer defection and alienation.  The second, Define Where to Streamline: Making Marketing Supply Chains more Efficient, Agile and Enviro-Friendly, documents the results of a global online audit that tapped the perspectives of 306 marketers from multi-national companies of all sizes across 23 different industry sectors.  Its goal was to provide the first comprehensive view of marketing supply chain demands, dynamics and deliverables, while also evaluating the productivity, value and level of integration and control in this vital marketing operational sector.

Taken together, the two will arm innovative print service providers (dare I say marketing services providers??) with much of the ammunition they need to start a conversation at the highest levels in customer marketing organizations.  Here are a few highlights, and some of them are pretty scary!