Navigating the many challenges of today’s marketing landscape has certainly tested marketer’s ability to deliver value and be seen as a key contributor to the bottom-line.
Yet, the past twelve months has seen brand marketers and agencies struggle to deal with issues around a lack of transparency and trust when it comes to data and value. With marketing often the largest indirect spend category in a business and budgets tightening, the pressure is on for marketing to achieve more with less while still being as innovative and efficient as possible.
So where to start? With marketing departments looking externally for expertise to help them meet the demands of both their customers and the business, how can they successfully balance innovation and creativity at a reasonable cost while delivering greater marketing effectiveness? Cue procurement.
While the two functions can often sit on opposing sides of the same fence, procurement’s analytical skills and strategic process driven decision-making is what marketers need to support them in the hunt for greater value. So how do we bridge the gap between the two functions and ensure stronger marketing and procurement alignment?
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