Buyers must improve work with marketing

2 July 2007
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03 July 2007 | Antony Barton

Procurement and marketing are still failing to work together to stretch their budgets.

Contrary to general belief, good procurement does not stifle creativity but is actually a "growth enabler", purchasing consultancy Efficio added.

In its report, The Creative Challenge, Driving Efficiencies in Marketing Procurement, Efficio sets out a series of goals, case studies and savings potential to encourage and help collaboration between the two departments.

It also outlines challenges for purchasers when they work with marketing, which include: agreeing roles and responsibilities; educating marketing departments about the total supply chain approach; and demonstrating the value added by the procurement function.

In the introduction, Tim von der Decken, an Efficio principal and one of the report's authors, says procurement and marketing directors are increasingly keen to address marketing procurement processes and are starting to purchase more systematically. He said: "When selecting a marketing supplier, procurement can help structure the activities and information required of each party at each stage of the sourcing process. Marketing suppliers can then concentrate on the creative elements of the pitch and marketing departments on assessing those, rather than on process or transactions." He added that the marketing industry is highly competitive and marketing suppliers will welcome intervention as long as it makes the approach more straightforward.


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