Rogers, Minn.

Today, marketing departments are getting pressure to cut, cut and cut again, while still being held accountable for delivering measurable results. But instead of deciding between cutting budgets or personnel, is there another way to do more with your existing resources?  One strategy is vendor consolidation, but how do you choose the right vendor?

Over time, fulfillment programs can grow complicated and unwieldy, becoming less efficient if marketers do not carefully assess the impact of incremental changes to materials and processes. To keep a program running in Olympic form, marketers should invest in regular audits that take into account the full spectrum of operations and materials needed to achieve the desired goal - balancing cost with response.

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