Strengthening Internal and External Collaborative Relationships

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Believing that marketing is an investment to be managed, rather than an expense to be cut, is the foundation for assuring a robust marketing procurement program. As companies begin to mature and transform the marketing procurement function, what does the future hold? What will a best-practice organization look like?

• Should marketing procurement no longer be part of the supply chain and instead be part of a more commercial part of the business and report into the CMO?
• Will the endless competing demands from marketing and procurement ever be rectified?
• Changing the metrics to change the conversation: how to focus on getting full value out of marketing investments to grow your brand—Can the perception of a cost saving function to one that offers commercial value really happen?
• What will the profile of the marketing procurement leader of the future look like - will marketing or procurement expertise be more important?
• Can marketing procurement ever become a more attractive function to work in comparison to marketing?

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Navigating the marketing start-up landscape can be quite a challenge. As marketers want the newest and shiniest toys, procurement wants to make sure that proper vetting is done to ensure the best investment of marketing dollars. How do you find these new companies, where do they congregate and in what type of business hubs? How can marketing and procurement leverage the freelance and start up marketplace to drive ROI and save money in the process?
• Rethinking marketing procurement’s role in fostering these emerging types of relationships – how best to position your involvement with marketing and other stakeholders to ensure maximum effectiveness
• Overcoming internal business inhibitors to working with start-ups - the key processes and contract amendments necessary to allow agile yet secure partnerships
• Contract provisions necessary to ensure you’re protected if a start-up gets hacked, goes out of business, or is acquired by a much larger company

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Breaking down costs of services, overhead, and now rebates, into an agency contract have been widely demanded by marketers for years, which agencies often wanting to be more opaque about where the costs are going. If the thought that only 40% of the spend actually goes to the creative and media buy is true, what can marketers expect from their agencies? How can procurement demand greater fee transparency, especially in light of the June ANA/K2 report? Join this lively discussion to chat with your peers and industry experts on what level of transparency is to be expected and demanded in 2017 and going forward. No question is off limits.

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• How can marketing procurement achieve a better sense of oversight and control over media spend?
• How to position your role to be ideally placed to help control media buying
• Outlining the key KPIs to assess agency performance and get value from agency partners
• The fundamental business skills marketing procurement need to develop to become media domain experts – now and in 5 years’ time
• Strengthening marketing procurement’s role in creating an environment where marketers can take risks in trying out new suppliers, start-ups, commercial principles, fee structures, and innovative technologies

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Have a lingering question you weren’t able to ask the speakers during the day? This is your opportunity to get them answered. All presenters from the day will be on hand to host a more in-depth discussion on their presentation topic. You’ll have the opportunity to select 2 topics, rotating after 30 minutes.

Have your questions ready for:
• Jennifer Murasky, Director - Indirect Sourcing, External Manufacturing, and Shared Services, Pharmavite LLC
• Henrik Johansson, CEO & Co-Founder, Boundless
• John Hardy, Director, Marketing Sourcing, The Walt Disney Company
• Martin Albrecht, Co-Founder, Managing Partner, Crossmedia
• Michael Tiffany, CEO, White Ops
• Petros Paranikas, Partner and Managing Director, The Boston Consulting Group
• Diane Gibbons, Director, Global Procurement, Pfizer
• Charles Cantu, CEO, Huddled Masses

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