The latest edition of the ANA's Thought Leadership magazine series features an article from Decideware discussing how marketing procurement professionals can deploy 3 key approaches to build value for their marketing colleagues.
Essentially, Procurement can work with Marketers, to:
- Select the right agency
Ensuring the company is best able to utilize the agencies already known to it is a major benefit. An accessible and fully featured agency database allows the marketing procurement team to access a holistic view of their agencies' business information, capabilities and performance. This is turn, means a short-list of prospective agencies can be developed for any project with greater confidence based on deep internal knowledge. - Engage with the business
With the majority of marketers managing a fee based agency compensation method, a solid scope of work program can help to improve efficiencies in getting good work done, but it also allows the client team opportunities to benchmark costs and buy at the right price based on a record of actual spend data. Managing individual scopes is one thing, running a sophisticated scope of work program is another. A well constructed program underpinned by a custom designed technology offers very significant financials returns. - Track the performance of the agency
Tracking agency relationships, performance and scope data is essential if marketers want to compete at the highest levels. Providing regular feedback to every agency and marketing team provides everyone an opportunity to work at their very best.
The ANA's new Thought Leadership magazine is available, here:
http://www.ana-thoughtleadership.net/ana-thoughtleadership/201206#pg1