CPG companies of all kinds can realize extensive value by scrutinizing their sales and marketing agency (SMA) usage decisions more thoroughly. After all, almost 90 percent of North American CPG companies already use SMA’s in some form. Yet, in our analysis, very few companies today can fully quantify the results. Significant opportunity remains to optimize outsourcing strategy and drive value creation.
GMA has been working with its SMA members and associate member partners to provide industry insight on how CPG’s can leverage these relationships to enhance retail performance and trading partner relationships. To this end, in 2009 we published Maximizing the Impact of Outsourcing in collaboration with Bain & Company and the ASMC Foundation. Click below to download the full report or the executive summary.
- Maximizing the Impact of Outsourcing: How CPGs Can Best Use Sales and Marketing Agencies in a Changing Environment
- Executive Summary—Maximizing the Impact of Outsourcing: How CPGs Can Best Use Sales and Marketing Agencies in a Changing Environment