Letter from Brad
(Boss/Big Brain)
Make Every Marketing Dollar Work Harder
Why supply chain marketers need to rethink return on ad spending (ROAS) in 2027—and connect brand, content, sales, and media to revenue.
As we look forward to 2027, every supply chain marketing and revenue leader should be asking: What are we getting back for every marketing dollar we spend?
That’s ROAS—but in 2027, it needs to mean more than impressions, leads, trade shows, or social posts. The real question is: How do we make every investment work harder together?
That’s where media comes in.
Media isn’t just another budget line. Done strategically, it builds the brand and creates content that makes everything else more effective. Because it’s not what you know or who you know, it’s who knows you. And content gives people a reason to understand, believe, and trust your brand.
Three Voices to Consider for 2027
RON TITE: Start With WHY
Before deciding where to spend, ask why you’re spending in the first place. Understanding the purpose behind campaigns, events, and content is essential to knowing whether they worked.
PAM DIDNER: Marketing + Sales = Revenue
Marketing and sales need to work together. Content should help sales start conversations, engage prospects, and close sales. ROAS ultimately isn’t just a marketing metric—it’s about creating customers and revenue.
ANDREW DAVIS: Are We Making Money?
Awareness, engagement, leads, content, and brand all matter. But marketing must ultimately connect its work to business growth and revenue.
So, what’s your ROAS strategy for 2027?
Put these ideas together, and the path is clear:
Know WHY you’re marketing. Align marketing with SALES. Never lose sight of REVENUE.
Media can be the connective tissue. It builds awareness, creates trusted content, supports sales, extends the value of events, strengthens social media strategies, and keeps your company visible between buying cycles.
Brand gets you known.
Content builds trust.
Sales turns trust into opportunity.
Revenue proves it worked.
As you build your 2027 marketing plan, don’t just ask, “Where are we going to spend our money?”
Ask the harder question: “How are we going to make every marketing dollar work harder, longer, and together?”
That’s the ROAS conversation we should be having for 2027.
Brad Berger
Group President & Publisher
Something big is coming to the world of supply chain marketing.
SupplyChainBrain and SupplyChainBrain Media produce webinars featuring some of the industry’s most innovative companies, talented marketers, and compelling thought leaders. We know webinar excellence when we see it. Now, we’re going to recognize it.
This November, we’ll introduce The Brainys, a new recognition program celebrating the people, companies, and programs that raise the bar for supply chain webinars. From outstanding promotion and exceptional presentations to audience engagement and lasting on-demand impact, The Brainys will spotlight the work that turns great content into industry influence.
It’s about recognizing excellence, sharing what great looks like, and celebrating the people making it happen.
Stay tuned. The Brainys are coming.
Trust the Professionals: Marketing Takes Experience
There’s an important difference between having an opinion about marketing and actually knowing how to market. Marketing and promotion are professions. There are strategies, processes, data, experience, testing, production expertise, and years of learning what works, what doesn’t, and why. Just like operations, engineering, finance, or any other discipline, experience matters. That doesn’t mean marketers shouldn’t listen to ideas. We absolutely should. Some great ideas come from outside the marketing department. But this graphic is a fun reminder that marketers are professionals whose experience should be trusted.
Webinar Myth Debunked!
Myth – Webinars promoted and aired during the summer don’t do well.
FACT – At SCB, we regularly host webinars that result in higher-than-expected promotional outreach metrics and registration numbers. We’ve found the keys to a successful summer webinar include:
- Content that resonates with the audience and addresses a pain they are experiencing;
- Webinar titles that are scroll-stopping and maybe even provocative;
- Engaging guests – extra points for guests with a well-known brand;
- Advertisers who actively promote their webinar using the UTMs that we provide. We never take credit for registrations that advertisers bring in; however, the increased promotional exposure “lifts all boats.”
One caveat to the myth – If you have a large European audience that regularly takes a month off for vacation, then you should look at the other 11 months to book your webinar.
“If people like you they will listen to you, but if they trust you, they’ll do business with you.”
– Zig Ziglar
Results from Q2 Survey
Where is your organization most active online?
And the winner is… LinkedIn! 🏆
LinkedIn was the clear winner in our latest marketing newsletter survey, taking the top spot for where organizations are most active online.
