Interview: How to align B2B marketing objectives and supply chain management?
What is this article about?
This blog interview discusses the crucial interplay between logistics supply chain and marketing goals. It emphasizes the need for aligning supply chain management processes with marketing
communication objectives. Highlighting how a well-integrated supply chain can enhance a company's ability to meet precise customer needs, the blog emphasizes the importance of
these elements in achieving successful marketing strategies.
Marketing Success: The power of aligning supply chain management and logistics marketing
Marketing strategy for different industries reveals the importance of overall business classification. Today enterprise that depends on the flow of goods requires supply chain operations that
should be balanced with marketing objectives. With the diversity of industrial purposes, the classification subject moves toward promotional, pricing, and distribution strategies. These aspects
are closely linked to marketing and logistics operations. Likewise, the success of companies such as Apple, Nokia, and Cisco confirmed their
triumph through supply chain management because they delivered their products and services worldwide to satisfy loyal customers, with the delivery of unchanged quality over the
years. This success is closely linked to the execution of marketing and the proper estimation of distribution capabilities.
The B2B supply chain concept is essential for companies that want to grow and create long-term relationships with their customers. Companies should take their outsourcing steps cautiously with
the procurement of their logistics services, as supply chain performance will fall into the domain of business marketing and ultimately ensure customer satisfaction.
We pursues the subject of business marketing management processes by explaining supply chain value dependencies in the B2B market. We spoke with Burak Emre GÜNAY, a manager with over 10
years of experience in logistics operations for EMEA and APAC regions. We determined the market boundaries for companies that want to transform their business capabilities with B2B
marketing and supply chains.
You gained professional experience working in
Istanbul for international logistics companies from EMEA and APAC regions. What are your current job responsibilities?
With a start-up e-commerce logistics company with operations in 16 countries today, I serve as the international logistics manager. The primary duties of an IL Manager include coming up with
solutions for client requests, operational requirements, and business needs. They also include managing vendors both domestically and abroad. These suppliers could be first-mile
partners, last-mile partners, customs brokers, warehouse operators, or freight businesses. To have the finest experience with the right budget, cost control is one of the major
What are the challenges and opportunities for
a logistics manager who has to align with sales and marketing corporate
The biggest challenge is the comply with and support the sales and customer requests and with the marketing corporate goals as all business cost vs. service is the key factor in the logistics
manager's decision making which can also be a great opportunity if the mindset of the logistics manager is inline with solution making.
Every request can have multiple solutions, which is a challenge but also an opportunity same time. The logistics manager must think about the sales side and corporate goals. Make them in one
line, not all the time you can choose what suits operation best and customer satisfaction which helps sales at the same time. You need to be the bridge between all.
The company's competitive position can be advanced through logistics and distribution services. By demonstrating strong supply chain capabilities, a company can provide an important marketing message to B2B customers. What elements of logistics and distribution can create a competitive advantage in today's logistics services?
All customer wants flexibility, problem-solving, fast, accuracy, and a lot of similar actions from today's logistics services. If it is me, first is the biggest advantage for any
provider. Flexibility according to companies' capabilities is the most wanted these days. Everyday customer needs change and demands from their suppliers. At the same time, even B2B
operation buyers or seller side also demand according to business needs. A company can be best in line in its operation overall, but when the market changes, being able to adapt to that is
the crucial moment for that company's real leverage.
A commitment to continuous improvement creates
a strong value proposition used by marketing and is essential for any
company that wants to scale globally. How can logistics companies
successfully maintain a customer-driven continuous improvement approach?
This comes from the logistics company's core need right now. Small-scale companies focus on performance and other needs on their side, and to grow, the best practice is, I think to find
professional partners who know the marketing side for them and give advise or strategically decide what steps need to take the global market needs for them.
In order to achieve satisfactory sales
results, business marketing must strongly demonstrate the ability to meet
precise customer needs, such as delivery, service, or information
requirements. How can a logistics company help meet this demand, looking
from the broad perspective of industrial classification?
A logistics company can help meet customer demands by providing efficient and effective transportation and delivery of goods, as well as providing reliable and timely information about the status
of those goods. From a broad perspective of industrial classification, there are several ways in which a logistics company can support businesses in meeting precise customer needs:
Supply Chain Management: logistics companies can provide end-to-end supply chain management services to businesses, which involve managing the flow of goods and information
from the point of origin to the point of consumption. This can help businesses meet precise customer needs by ensuring that goods are delivered on time, in the right condition, and with complete
information about their status.
Inventory Management: a logistics company can also help businesses manage their inventory levels and ensure that they have the right amount of stock on hand to meet customer
demand. This can help businesses avoid stockouts and ensure that they can deliver products to customers when they need them.
Information Technology: logistics companies can provide businesses with access to advanced information technology systems that can help them track the movement of goods,
manage inventory levels, and provide real-time information to customers about the status of their orders.
Specialized Services: depending on the specific needs of a business and its customers, a logistics company may provide specialized services such as temperature-controlled
transportation, hazardous materials handling, or white-glove delivery services. These specialized services can help businesses meet the precise needs of their customers and differentiate
themselves from competitors.
Overall, a logistics company can help businesses meet precise customer needs by providing efficient and effective transportation and delivery of goods, managing inventory levels, providing
reliable and timely information about the status of goods, and offering specialized services to meet unique customer requirements.
Sustainable B2B marketing cannot overlap with
supply chain capabilities. What might be the most affordable supply chain
strategy path for companies that want to scale quickly and sell their
A company's sustainability goals should be successfully integrated throughout the whole value chain by aligning sustainable B2B marketing and supply chain capabilities. Nonetheless, it is true that executing sustainable supply chain
techniques can be difficult when expanding up fast and selling goods internationally. Here are a few feasible, economical supply chain strategy options for businesses looking to expand swiftly
and sell their goods throughout the world while still being sustainable:
With a focus on local sourcing: businesses may cut down on their carbon footprint and cut down on transportation expenses. Companies may lessen their reliance on
long-distance transportation and their supply chain's environmental effect by procuring locally.
Streamline Transportation: by streamlining their transportation network, businesses may cut back on both their transportation expenses and their environmental impact. Route
planning, load combining, and picking the most effective forms of transportation can all help with this. Companies may cut expenses while limiting the environmental effect of their supply chain
by optimizing their transportation.
Use Sustainable Packaging: by adopting sustainable packaging materials, such as recycled or biodegradable materials, businesses may lessen their influence on the
environment. Limiting packaging waste and maximizing the use of packaging materials can also assist in cost savings.
Use Green Warehousing: organizations may lessen their influence on the environment by utilizing green warehousing strategies, such as energy-efficient lighting, solar power,
and rainwater collection. Decreasing energy usage and maximizing space use can also assist in saving expenses.
Collaborate with Suppliers: companies can work with their suppliers to identify opportunities for sustainability improvements throughout the supply chain. By collaborating
with suppliers, companies can identify areas where sustainability can be improved while also minimizing costs.
Overall, the most affordable supply chain strategy path for companies that want to scale quickly and sell their products globally while maintaining sustainability will depend on their specific
products, markets, and supply chain characteristics. However, these five strategies can serve as a starting point for companies to identify affordable and sustainable solutions that align with
A logistics company needs to perform its
activities at a lower cost or in a way that leads to differentiation.
Marketing helps companies with a customer focus shift from price to the
value of the service solution. What can help shift considerations from price
to the service solutions provided by logistics?
There are several ways in which a logistics company can shift customer considerations from price to the value of the service solutions provided:
Service Differentiation: a logistics company can differentiate itself from competitors by offering unique and value-added services. For example, a logistics company might offer
customized packaging, faster delivery times, or specialized handling services. By highlighting these unique services, a logistics company can shift customer considerations from
price to the overall value of the service solution.
Customer Service: a logistics company can also differentiate itself by providing exceptional customer service. This can include providing
timely and accurate information about shipments, resolving issues quickly, and offering personalized service. By providing excellent customer service, a logistics company can build customer
loyalty and shift considerations from price to the overall customer experience.
Companies that contract logistics services
want to increase their capabilities and grow their business. It's an
important value for their marketing message. What would be your advice for
companies looking after global logistics services?
Develop a Comprehensive Logistics Strategy: a comprehensive logistics strategy is essential for expanding global logistics services. This strategy should include a detailed
shipping, warehousing, inventory management, and transportation plan. By having a clear plan in place, companies can ensure that their logistics operations are efficient, cost-effective, and meet
the needs of their customers.
Build a Strong Network of Partners: global logistics requires a network of partners, including freight forwarders, carriers, and customs brokers. Companies should build
relationships with these partners to ensure that their logistics operations are seamless and efficient. This network of partners should be selected based on their reliability, experience, and
expertise in the specific markets where the company operates.
Leverage Technology: technology can be a powerful tool for expanding global logistics services. Companies should invest in logistics management software to provide real-time
visibility into shipments, automate processes, and streamline operations. Technology can also help companies to optimize their supply chain, reduce costs, and improve customer service.
Businesses can begin by evaluating their existing supply chain processes, identifying areas for improvement, and working on seamless integration with their marketing strategies to
create a cohesive approach.
Burak Emre GÜNAY
International Logistics Manager
Logistics Manager in English-speaking markets operating in EMEA and APAC regions in multinational companies with facilities located in Istanbul in Turkey and abroad.
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