智能支出的速度

SMART Spending at Speed: Marketing and Procurement Collaboration

Introduction

营销和采购的关系正经历转型，特别是在应对当前营销环境的挑战下，如预算缩减、员工减少、营销技术(MarTech)的增多以及对投资回报率(ROMI)的期望。新冠疫情加速了这一转变，使得两方合作成为关键。研究发现，将采购作为营销的伙伴而非障碍，可以显著提升营销采购决策的质量和效率。

Key Findings

• Dynamic Relationship: Marketing increasingly recognizes procurement's role in accelerating value realization and improving efficiency.
• Involvement Level: More actively involving procurement in sourcing decisions leads to stronger marketing procurement capabilities and better performance measurement.
• Performance Impact: Companies that integrate procurement into their marketing strategies experience higher-quality procurement outcomes.
• Industry Parity: B2B lags behind B2C in leveraging procurement for marketing, particularly in digital CX and personalized experiences.
• Missed Opportunities: Many marketing leaders miss out on leveraging procurement's expertise, especially in creative services.

Strategies for Improvement

• Enhanced Training: Develop workshops to educate procurement professionals on marketing and brand creativity.
• Early Engagement: Involve procurement early in marketing supply chain design.
• Overcoming Blind Spots: Bridge the gap between marketing and procurement by addressing the 'creativity' gap in procurement's evaluation methods.

Focus Areas

• Smart Sourcing: Emphasize procurement's role in MarTech, media, and agency selection to align with marketing's digital transformation needs.
• Contract Negotiation and Management: Utilize procurement's expertise in contract terms, pricing, and integration with MarTech stacks.
• Performance Management: Leverage procurement's input in setting performance metrics and managing vendor performance.

Challenges and Solutions

• Misalignment in Creativity Evaluation: Address procurement's lack of understanding in evaluating creative services. Encourage shared responsibility in results ownership.
• Streamlining Processes: Implement standardized frameworks and processes for vendor selection and management to improve transparency and efficiency.
• Governance and Accountability: Establish clear roles and responsibilities through RACI models and defined performance metrics to enhance collaboration.

Conclusion

By fostering a strategic partnership between marketing and procurement, organizations can unlock greater value from marketing spend, accelerate decision-making, and enhance overall marketing effectiveness. This requires a shift in perspective, from viewing procurement as a barrier to recognizing it as a catalyst for innovation and efficiency.