Tuesday, November 11, 2014

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If marketing procurement 1.0 focused on contracts, SOW, evaluations, and short term margins of fee reductions, and 2.0 involved collaboration with marketing, bringing on more senior team members and creating sustainable and transparent results to optimize the investment, what does marketing procurement 3.0 look like? What does the team make-up consist of? What skillsets are needed to drive results? Does marketing procurement sit within marketing, or procurement, or within marketing operations with dotted lines to each? How does it work in a fragmented or decentralized organization?

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The mantra among marketing procurement is that “it’s not about cost savings, it’s about the value.” But no matter the value or the price, if the agency isn’t the right fit, or the relationship isn’t structured properly, the partnership will fail, even if you can realize savings throughout the engagement. This session will help you:

• Moving the conversation away from “buying something” toward “solving a problem”
• How to identify the talent, culture and skillset that will be the right fit for your organization
• How to structure your partnership so that it is collaborative, and not procurement-led
• Building an interpersonal and strategic partnership with your agencies

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• Procurement’s vision vs. Marketing’s goals--are they matched closely?
• Align, deploy, standardize, innovate
• Ensuring marketing includes procurement into the budget and sourcing process before, rather than after, decisions have been made
• Identifying the most important metrics to focus on to deliver results
• What does procurement have to do to adapt processes to keep up with the fast-paced decision making needed for marketing?
• Communication strategies to remove any ambiguity in goals and requirements
• Qualitative metrics to increase procurement’s credibility

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Putting an agency up for review and pitching new agencies is a very time consuming , disruptive and expensive process. If personality, rather than results, is the main source of friction, the relationship can be saved. This session will help you develop consistent strategies for ensuring your goals and your agency’s goals don't’ fall too far out of step.

• Putting together a checklist on what criteria you’re measuring suppliers
• The benefits of 360° scorecards
• Measuring media performance, contract compliance, and ensuring financial transparency
• How agency consolidation is impacting the market
• Negotiation tactics to salvage the relationship
• Preparing for a pitch situation if nothing can be resolved

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Digital is no longer the shiny object in the room, but rather an effective, and growing, part of every marketer's investment mix. We are operating in the age of the connected and empowered consumer, and marketing organizations are responding by building capabilities and shifting investments to a sometimes complex and fragmented digital world. Jason Heller has been at the forefront of digital marketing for the last 20 years and will provide a practical breakdown of the different digital channels and services that procurement needs to understand, helping to get you past the jargon and buzzwords, along with what's coming next. This session is not to be missed for any procurement practitioner looking to understand digital.

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The presenters from the day’s sessions will be on-hand to discuss your burning questions, offer advice, and provide guidance to help you achieve greater success in marketing procurement. No topic is off limits, and no problem is too big for our experts to answer.

After a busy day of solution-focused sessions, relax with fellow speakers and attendees. Take advantage of the opportunity to meet, catch up, and network with fellow ProcureCon attendees, share ideas off-line and share ideas in an informal setting. The reception is open to ALL conference attendees!