Posted: Monday, July 16, 2007, 2:36PM
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KNOWLEDGE MANAGEMENT TAGS
"Value Creation"
Procurement drives efficient marketing
Marketing departments can make their budgets go further by working with procurement experts, say consultants Efficio.In a new guide, The Creative Challenge, Driving Efficiencies in Marketing Procurement, Efficio outlines a series of “key challenges” for marketing and procurement people. Close relationships between marketing professionals and the creative agencies they commission are good for both sides, it says.
Efficio says it has found that good procurement does not stifle creativity but is actually a “growth enabler”. In the introduction to the guide, Tim von der Decken, an Efficio Principal and one of the report’s authors, says procurement and marketing directors are becoming increasingly keen to address marketing procurement processes and are starting to purchase more systematically.
He says: “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.
“The marketing industry is highly competitive and, in our experience, marketing suppliers will welcome an intervention as long as it makes the approach more straightforward.
“Procurement can also help marketing to manage ongoing relationships in a structured manner.” Alex Klein, chief operating officer at Efficio, said: “Marketing and procurement have different roles but if they work together they can achieve great results for all concerned. “This guide highlights some of the issues marketing people and procurement people need to address to get it right.”
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