Managing Marketing Fulfillment: Collaboration Multiplies Your Marketing Might

Published On June 07, 2018

This is the fourth in a series of blogs focused on getting the most from your marketing fulfillment program. The content is drawn from an Iron…

This is the fourth in a series of blogs focused on getting the most from your fulfillment program. The content is drawn from an Iron Mountain-sponsored Mighty Guide titled 8 Experts on Marketing Fulfillment.

As we discussed in an earlier blog in this series, one of the chief benefits of outsourcing your marketing fulfillment program is that it gives you more time to focus on what you do best, while your fulfillment partner does what they do best. But outsourcing non-core responsibilities doesn’t preclude working collaboratively.

In fact, collaboration is critical to deriving the most value from your relationship with your vendor, according to Patrick Swisher, program manager for Billtrust, a company that offers automated payment cycle and accounts receivable solutions to other businesses.

Swisher says he views his marketing fulfillment vendor as an extension of his department and finds their close working relationship results in producing higher quality marketing materials and campaigns.

“We don’t see everything that’s out there” in terms of marketing promotions, he explains. So he appreciates it when his fulfillment team comes to him with innovative ideas that other clients have tried if they think it might be a good fit for Swisher’s business. He says having a partner that’s aware of new creative options and marketing opportunities augments his own staff’s creativity, lending additional knowledge and expertise to their initiatives.

Swisher also appreciates the cost efficiencies that come from close collaboration. Together, his staff and his fulfillment team lay out an accurate budget that lets him produce high-quality marketing materials without overspending. That, in turn, gives him the flexibility to capitalize on unique opportunities that may arise unexpectedly – a valuable advantage that positions his team for better results.

Peggy Leah Daniel, U.S. general manager for The Lotter Enterprises, an online lottery ticket purchasing platform, feels the same way about collaborating with her fulfillment company.

Prior to joining The Lotter Enterprises, Daniel was the national program manager for mobile wireless carrier Sprint. Because the fulfillment company housed their entire inventory of print and digital collateral in one place, they were able to track inventory levels and materials usage in great detail, ensuring that collateral was always readily available to support their sales and revenue goals. The data they maintained also helped Daniel pinpoint where given products or services were performing better, she says.

Like Swisher, Daniel thinks it makes sense to view your fulfillment company as an extension of your staff. She says an experienced vendor can proactively advise on fulfillment best practices that will help you implement successful campaigns and achieve the best possible results.

Are you looking for a fulfillment partner that embraces the concept of collaboration and functions as an integral part of your staff? If so, contact Iron Mountain. We have over 45 years of experience in this business, and we’ve developed insights, expertise and best practices that will make your marketing campaigns more efficient and effective.