Today’s content challenge isn’t just creative—it’s operational.
CMOs are producing more content, for more channels, at faster speeds than ever before. But scale without structure can quickly become chaos. Campaigns get delayed. Messaging fragments. Budgets balloon. And worst of all? Content performance becomes impossible to measure.
At Deloitte Digital, we believe marketing leaders need more than ideas. They need a Content Supply Chain—a repeatable, intelligent, and performance-driven approach to delivering creative at scale.
The Content Bottleneck
Despite the strategic importance of content, many marketing functions often face significant challenges in producing it at scale. These obstacles include limited creative capacity and budget constraints, which can hinder innovation and expansion. Slow and fragmented workflows further delay content production and reduce overall productivity, while gaps in automation tools impede scalability and efficiency. Additionally, low adherence to brand standards can compromise brand integrity and customer trust.
The result? Long lead times, inconsistent brand execution, and missed moments in the market and client expectations. In the CMO Balancing Act, we call this the “efficiency trap” : CMOs must do more, faster, with fewer resources – yet quality and creating impact are non-negotiable.
Embracing Supply Chain Thinking
The solution is not to produce more content, but to build better operations behind it. Deloitte Digital’s Content Supply Chain model—developed in partnership with Adobe —helps CMOs turn content into a scalable growth asset. It applies proven supply chain principles to content creation, management, and distribution. By embedding those principles that drive speed, flexibility, customer-centricity, and business value, marketing leaders can unlock long-term value and streamline content operations.
Focused on Impact
This approach speeds up content delivery, cuts costs while keeping quality, improves content efficiency, and reduces localisation expenses with six core
- Personalized customer relationships
- Improved ROI and faster campaign impact
- Smarter response to demand shifts
- Real-time visibility into content timelines
- Accelerated time to market
- Optimized resourcing and cost control
Increasing Velocity, Unlocking Value
Our model leverages Adobe Experience Manager, Workfront, and advanced analytics to streamline operations and automate low-value tasks—so your teams can focus on what matters.
80
%
faster speed-to-market
75
%
cost savings in content production
25
%
increase in creative asset reuse
70
%
reduction in translation and vendor costs
Experience the (R)evolution in Action
Imagine an integrated system that leverages intelligent content creation, process automation, notifications, and analytics to speed content through the pipeline and increase marketing impact. Imagin a content request enters the pipeline.
- An AI assistant drafts the first version
- A collaborative workspace triggers creative reviews
- Compliance teams validate against brand and legal standards
- A dashboard tracks performance and triggers adjustments
- Feedback loops power the next wave of campaigns
Ready to Build Your Content Engine?
At Deloitte Digital, we help CMOs run marketing like a modern supply chain—streamlined, smart, and always on. Whether you’re scaling global campaigns or accelerating market responsiveness, our Content (R)evolution framework puts you in control.
This article is part of our Marketing Operate blog series, exploring how CMOs can scale, evolve, and lead with confidence. Up next: “From Insight to Impact – the Rise of Data-Driven Experience Ops”, where we explore how to turn 1st party data into sustained marketing performance.
Sources:
1. Deloitte Digital, “GenAI in Marketing Content Production,” Oct 8, 2023.
2 and 3. Deloitte Digital, “Personalization: It’s a value exchange between brands and customers,” June 11, 2024.
Brendan Le Thuaut
Brendan is an experienced, entrepreneurial, and progressive leader driving Salesforce consulting services and client success. He leads the Salesforce practice of Deloitte in the Romandy area since September 2022 where he is dedicated to building cohesive and diverse teams, delivering technology in fun and innovative ways, and motivated bycreating winning outcomes for clients. Developing a passion about digital innovations, the cloud computing ecosystem and theirs impacts on the customer experience, Brendan has naturally chosen to specialize in salesforce-based solution deployments. This decision allowed him to carry out 30+ CRM implementations for major and medium international accounts and to build up a strong product expertise by obtaining 15+ salesforce certifications.