As marketing becomes an increasingly important area of spend for procurement, CPOs agree with the need to align themselves closer to marketing goals and build long-term relationships with stakeholders.
That indirect spend is a complex area, with a great deal of opportunity to reduce costs and increase value is well known. But a discussion at today’s Procurement Leaders Masterclass in Vienna put the focus on what could be seen as a secondary benefit of thinking more strategically about these categories of spend.
This guest post by Ivan Skoric, head of digital production at Charterhouse discusses the benefits of decoupling in digital marketing, looks for answers behind the recent report that procurement and marketing are still in conflict, particularly in relatively new areas of spend, such as digital marketing.
The subjects of risk management, marketing, and new products doomed to fail may seem to have little in common. But, five separate and unconnected reports I read last week tied them all together as procurement concerns, at least in my mind
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