Time to get creative
I was interested to see that the latest issue of Marketing Week has a cover feature on procurement.
Not only does it underline the importance of purchasing in the marketing realm, but the piece also explains how marketers and buyers can succeed with some good old-fashioned collaboration.
This is particularly heartening given the tongue-lashing procurement usually receives from the more narrow-minded “creatives”. The main gripe for these types is that buyers are in town to cut their budgets and hammer their artistic license.
Consultant Julie Constable tells Marketing Week that purchasers are simply doing their job. Others add that welcoming and working with procurement can deliver more than just cost benefits.
Premier Foods’ marketing director Ciara Dilley explains: “I worry if procurement and marketing work in isolation. Each needs to support each other; if you can get this mutual respect, then you can do some interesting things.”
It is widely agreed “procurement is here to stay”, the piece adds. So, for those marketers that haven’t accepted this, it is time to get really creative.
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I don’t think there is any mystery with how marketing and procurement can work together in perfect harmony…
Creating a process and culture where the two understand each other’s needs/objectives and are part of a longer-term plan (not just a short-term, reactive “consultant”) is the ultimate goal.
There is no doubt that there are still plenty of good and not so good case studies… and there will continue to be so throughout 2010.
From experience (of being on both sides of the fence), educating, empahsising, understanding, talking “value” not price, and creating partnership goals is where true value and cohesion can be gained.
Maybe its time for procurement to shout a bit more when things do go right when working with marketing?
It was very positive to see the article. Given the current climate there has never been a greater need or indeed desire for procurement to work more closely with their marketing colleagues.
Sadly, there are examples of buyers who are taking advantage of supplier concerns, and rather than seeking sustainable value, are seeking low cost at any price. Within marketing, and indeed other service areas, this approach often creates long-term damage to important relationships, and while delivering cash to the bottom line now, often isn’t sustainable, resulting in higher costs (cost of change etc) long-term.
Positive procurement and seeking increased value, working with marketing in partnership, will deliver long-term sustainable results for all concerned.
I agree with Nick and Sarah that it works really well when all the parties work together, as any form of collobrative procurement should do, when switched on people work together.
But from my point of view, there is too much in the marketing press about the relationship ‘issue’ with procurement and their marketing clients and the suppliers / agencies. Do the buyers of corrugated packaging or travel get the same level of negative press attention that we seem to ?
Marketing Procurement is very dependant on the procurement community having a greater sense of client engagement as relationship management is an essential part of any marketing supplier relationship management.
On my blog (http://theworldoffegent.blogspot.com) I have been referencing the articles that have bringing this perceived ‘issue’ up, and our ‘fame’ is spreading to US and Malaysia.
As a few people have commented on my blog and as Nick says, there is good stuff happening out there, and perhaps 2010 is the year for this to get the public attention.