Julian Hooks

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?