S1E05: Transforming Manufacturing with Marketing and Technology w/ Sarah Scudder

Episode Summary:

In this episode, we dive deep into the world of manufacturing marketing and supply chain management with Sarah Scudder, CMO at SourceDay. Sarah shares her insights on how to stand out in a traditional industry, the impact of COVID-19 on supply chain dynamics, and the evolution of supply chain technology in the industrial sector.

Key Topics Discussed:

The Duck and the Color Green: Sarah explains the unique marketing strategy of SourceDay, focusing on the color green and a green rubber duck as their mascot. This unusual choice has created a memorable brand identity and a strong marketing buzz.

COVID-19 and Supply Chain Challenges: Sarah discusses how the pandemic highlighted the importance of the buyer-supplier relationship. She explains the shift from an "I vs. We" approach to a collaborative mindset, which became crucial during the PPE shortage.

The Demise of Just-In-Time Manufacturing: The pandemic caused a significant shift from just-in-time manufacturing to stockpiling, leading to challenges in inventory management and cash flow.

The Role of Technology in Supply Chain Management: Sarah highlights the importance of integrating technology, like ERP and MRP systems, to manage supply chains more effectively. She emphasizes the need for accurate data to make informed decisions.

Marketing in the Manufacturing Industry: Sarah stresses the importance of a content-driven marketing strategy, especially in a category-creating space. She shares insights on leveraging different platforms, with a focus on LinkedIn, to engage with the target audience.

Personal Branding and Corporate Marketing: Sarah discusses the balance between personal and corporate branding, emphasizing the effectiveness of personal storytelling and humanizing the brand.

Podcasting and Video Content: SourceDay's approach includes niche podcasts and video content, targeting specific segments within the manufacturing industry.

Collaborative Partnerships and Customer Engagement: Sarah talks about fostering genuine partnerships and customer engagement, moving beyond traditional business relationships.

Notable Quotes:

• "One of the challenges with an ERP, an MRP planning system is bad data... You are using data that you know is not right, but it's the best you have." - Sarah Scudder (Highlighting the importance of accurate data in supply chain management)

• "People buy from people, they want a face and a voice and they want a human behind whoever is speaking or talking." - Sarah Scudder

• "Storytelling is one of the most important things you can do as a marketer... if you hear it directly from a customer or directly from someone who's experiencing the pain, to me, it is much more powerful." - Sarah Scudder

Sarah Scudder

CMO @ SourceDay

Sarah is a sustainability nut and a self-proclaimed supply chain nerd. Green is her favorite color. Sarah hosts the What the Duck?! direct materials podcast and a monthly Voice of Supply Chain show that features people in supply chain doing extraordinary things. She also hosts monthly Manufacturing Supply Chain Woes and Women in ERP shows and enjoys speaking about marketing and manufacturing supply chain-related topics.