Use creative technology to bridge the gap between marketing and procurement

The need for innovation in marketing has arguably never been greater. The proliferation of digital devices and channels has created a new set of challenges, but the ability to use data and technology to tailor, target, measure and evolve at speed provides extensive capabilities. The combination requires transformation both internally and externally across agency and supplier relationships, and the adoption of new ways of working.

In such a fast-moving, complex environment, agile, constructive procurement as a partner for the marketing department is imperative. But many of the marketers we speak with highlight the misalignment between procurement and marketing. The result is negative perceptions within the business and a framework of ‘institutionalised conflict’, where people within the same company with the best of intentions are forced into conflict and workarounds because of outdated and inflexible policies and processes.