I thought the issue of Marketing Week (dated 17th December) was an interesting read, namely because it was the last issue of the year AND decade! Reflecting back over the noughties there have been highs; such as more recognition for women in business and politics, but also lows with (the global recession obviously springing to mind).
I opened my copy of Marketing Week on the 18th December and I waited with bated breath to see what the predictions might be for 2010. As a sales professional, working for a new business agency, I have often found the predictions given by the magazine at the end of the year to be extremely useful when speaking to marketing prospects in January. Let’s face it, if you are going to call someone then you had better have done your research and being able to demonstrate forward insight really works with prospects.
Last year, ‘Marketing Week’ decided to opt out of a full-length feature giving an overview of the year and predictions for next. Instead, they focussed on a subject, which has been topical for some time – namely ‘the bruised relationship’ between marketers and procurement.
The article explains that ‘value’ will be the buzzword of 2010 as businesses continue to keep a close eye on budgets. This is something we can relate to as a business development agency when we speak to marketing prospects on the telephone. The message is clear, marketing spend is there but companies will have to ensure that they achieve good value for money when deciding which agency to appoint.
This year, procurement will play an increasing role in achieving good value for their business. This does not mean cutting costs but genuinely growing the business through a value added approach. It is true to say that marketers have tended to eye procurement through suspicious eyes in the past, but the need for both sides to work together is paramount. Also, an understanding of each other’s roles will go some way to achieving this.
I will certainly consider this argument and when I next get directed to a procurement department, rather than fearing that I won’t get anywhere, I will ask them what measures they are taking to ensure a good turnaround of agencies with the right experience.
We’d love to hear about your experiences with procurement departments.