After knocking on the door for some time (and in some cases forcing the way through), procurement’s involvement in marketing is picking up momentum.
A recent survey by FindGood found 42 per cent of companies now use procurement when selecting a marketing agency. And figures from the US Association of National Advertisers revealed 82 per cent of companies use procurement to review agency compensation, up from 56 per cent in 2010.
But, for some, the contribution remains contentious. A recent study by the IPA found while 48 per cent thought procurement’s involvement in pitches was fair and transparent, almost a third disagreed.
So if you are new to this category (or struggling to gain influence), what do you need to know? SM asked 10 pioneers and experts for their golden rules when it comes to marketing procurement.