'Best' firms involve buyers in marketing

19 September 2007
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20 September 2007

Best-in-class organisations report "significantly more involvement" of their procurement functions in all marketing areas, according to new research.

A report from the Aberdeen Group, which categorised best-in-class organisations on savings across marketing spend, also shows that 67 per cent of this category use competitive bidding for marketing. Some 64 per cent have established standard policies on procurement in this area and half have aggregated spend on marketing materials.

Fifty-seven per cent also have a procurement expert focused on the marketing category. And 45 per cent of all respondents said spend on creative and marketing services, where procurement is rarely involved, had large opportunities for savings.

The report recommends that procurement departments engage with marketing during the budgeting phase to understand opportunities. Aberdeen Group examined spend on marketing materials and services of more than 270 organisations.


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