Today, the CPG industry spends around $225 billion on marketing. Digital marketing is increasing, but the effectiveness is questionable.
New shoes feel awkward. Blisters appear. Feet hurt. The shoes are worn for short periods. Often we shelve them to allow our feet to recover. However, over time, they slowly feel comfortable. They become a part of our wardrobe.
Learning to speak a new language is similar. Conversations are strained. Mistakes are made. Pauses are awkward. Confusion reigns. Communication is stilted. It takes time. Slowly the words take definition in everyday speech.
This morning I am sitting at my kitchen table, sipping coffee, writing a report. The coffee is good, the sunflowers are blooming on the deck and the words are flowing from my fingers. The results of the Supply Chain Insights retail mobility study are compiled, and I am excited to report on the data. I think that it is compelling.
Last week, when I attended the SAP CVN session on Supply Chain Management, SAP previewed their work on Demand Signal Management. While the presentation was at a very high level -- lacking the depth for an old analyst to sink her teeth into -- I found the questions from customers to be fascinating. Here I share my insights on the release, and answer the questions.
The promise was harmony. The delivery is dissonance.
It was to be a unified signal spanning customer's customer to supplier's supplier to join, align and guide the supply chain response. For most, it has failed.