Angela Robinson

This optional hands-on workshop is designed for marketing procurement professionals to get the fundamental understanding of the various models of how an organization’s marketing team operates, to improve your understanding of marketing, internal KPIs, processes and objectives. You will outline the different marketing channels (traditional marketing, media, advertising, digital, social media and mobile), their supply partners and types of engagements, and learn how to assess where procurement can play a meaningful role in identifying, measuring and delivering value back to their marketing stakeholders from both a general process improvement and channel-specific perspective.
• Understanding the role of the various primary stakeholders in a marketing engagement (marketing, procurement and agency) and the expectations of each
• Where are the big nuggets of opportunity – as you first enter the marketing category and as your involvement matures?
• Buying “things” vs. buying services- is procurement comfortable with gray?
• Getting better at what you’re buying: Understanding how SOW, benchmarks, creative discussions differ with marketing.
• Identifying procurement’s skillsets and how to use them to build the trust of marketing
• How can you align procurement goals and KPIs with marketing?
• Moving beyond working together toward collaboration to build trustworthiness and influence
• Defining and managing procurement cost savings- what’s after the value conversation?