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 job of a procurement professional is to help an organisation achieve maximum value for money from its external spend. Negotiating a good price is part and parcel of that objective, but irrespective of what is being bought...if the product or service is not fit for purpose then the price is frankly irrelevant.
A story from earlier this week revealed how European companies are still wasting millions on marketing due to poor procurement practices. It’s a story which has proven popular - marketing, after all, is a category of spend that will always stir debate.
In this latest guest post, Paul Broeren, managing director of marketing and media procurement specialists Quadrivium identifies some of the short term myopia that is tainting procurement’s approach to marketing spend and explains why there is a better way...
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