bpo future forward: 6 areas of opportunity in marketing procurement
DESCRIPTION
With the tightening of the global economy, companies are taking a different look at the way they invest their money. Certain areas, formerly exempt from budget measures, are being looked at with increased scrutiny in order to assist with making the bottom line stronger. The marketing department is one of those areas. Today, marketing budgets are being tightened and marketing managers are scrutinizing where to invest their dollars for optimal return. This is where marketing procurement comes into play. The marketing procurement space is a very slippery slope. This is due to two primary reasons. First, the area is very relationship-driven and emotionally sits very close to the stakeholder’s heart. Second, procurement professionals in this area do not typically migrate from the client side of the organization. Another reason is the perceived uniqueness of the marketing offerings. While most marketing campaigns are in fact unique, the process through which such campaigns are developed is not. And that’s where the opportunities lie – to deconstruct the process and get to the right procurement model. Here are six such opportunities.TRANSCRIPT
@Infosys_bpo #Procurement
6 areas of opportunityin marketing procurement
THE SOURCING AND PROCUREMENT (S&P) SERIES
@Infosys_bpo #Procurement
In many companies, the marketing function is yet to be subjected to the rigors of process-driven procurement. This is because of the perceived uniqueness of marketing o�erings.
While most marketing campaigns are in fact unique, the process through which such campaigns are developed is not. And that’s where the opportunities lie – to deconstruct the process and get to the right procurement model. Here are 6 such opportunities.
6 areas of opportunity in marketing procurement
THE SOURCING AND PROCUREMENT (S&P) SERIES
@Infosys_bpo #Procurement
1
Even in mature areas, such as printing in marketing support,
techniques like competitive bidding, tiered discounts, and performance-based targets can deliver savings up to 15%
2
Marketing support and production can
bene�t from technology-driven
processes like reverse auctions,
e-bidding, aggregators / consolidators
and e-catalogs
APPLY PROPERCOMMODITY
MANAGEMENT TECHNIQUES
LEVERAGE INNOVATIVEPROCUREMENTTECHNOLOGIES
6 areas of opportunity in marketing procurement
THE SOURCING AND PROCUREMENT (S&P) SERIES
@Infosys_bpo #Procurement
3Large savings can be
realized by evaluating
production contracts against the
parameters that relate to cost, quality,
and time; while executing all
production-related activities through
third-party providers
4
The most successful negotiations will be
the result of a three-way
partnership between procurement,
marketing stakeholders, andsupplier agencies
OUTSOURCEMARKETING
PRODUCTION
APPROACH PROCUREMENT OF
MARKETING SERVICESCOLLABORATIVELY
6 areas of opportunity in marketing procurement
THE SOURCING AND PROCUREMENT (S&P) SERIES
@Infosys_bpo #Procurement
5Procurement
negotiations with deep involvement of
agencies across consumer,
professional, and digital media can deliver signi�cant savings even with small percentage
changes
6Look for a BPO
partner with category
management consultants who come from the
marketing business and possess a deep
comprehensive knowledge of
marketing operations
IDENTIFY OPPORTUNITIES FROM
SIGNIFICANT EXPENDITURE
BUILD A TEAM OFSPECIALISTS
6 areas of opportunity in marketing procurement
THE SOURCING AND PROCUREMENT (S&P) SERIES
@Infosys_bpo #Procurement
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6 areas of opportunity in marketing procurement
THE SOURCING AND PROCUREMENT (S&P) SERIES