Cooperation between marketing and procurement is increasingly critical for …
Few business relationships have created as much friction as the one Marketing has with procurement; and indeed, vice versa. For many marketers, procurement “just doesn't get it” when it asks such questions as “What does a typical website cost?” And for …
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Premium wines market a winning formula
How is Penfolds Grange able to sell a bottle of wine for over $700? By not marketing itself like a bottle of wine, writes Adam Ferrier. Wine is funny. Normally it does not follow the normal principles of marketing. Marketing is a mass-market game. You …
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Social Marketing to Moms Requires Precision Content
If your business is targeting mothers online, you'd better have a social media marketing plan. At this point, it's practically unheard of for moms not to use social media. But you need to be spot-on with your content, experts say. According to a study …
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Popular Questions
Why is cooperation between marketing and procurement increasingly critical for controlling costs?
Marketing teams need procurement involved early when selecting agencies, media suppliers, technology platforms, and production partners. Joint planning can improve negotiating leverage, clarify budget requirements, and reduce unnecessary or duplicate spending. Procurement should support marketing goals without compromising campaign quality, speed, or brand consistency.
How can cooperation between marketing and procurement improve supplier selection?
Marketing can define the creative, audience, performance, and delivery requirements that suppliers must meet. Procurement can add structured evaluations covering pricing, contractual terms, risk, data protection, and service capacity. Using shared criteria allows both departments to choose partners based on total value rather than cost alone.
What processes make cooperation between marketing and procurement more effective?
Both teams should agree on intake procedures, approval stages, budgets, timelines, and clearly assigned responsibilities. Regular planning meetings and a shared supplier database can prevent late-stage purchasing decisions and improve visibility into commitments. Standard contracts and performance reviews should be flexible enough to accommodate urgent campaigns while maintaining financial and legal controls.
How should marketing and procurement measure the results of closer cooperation?
They can track savings, campaign delivery speed, supplier performance, contract compliance, and the business results generated by marketing investments. Qualitative feedback from campaign owners and stakeholders can reveal whether purchasing controls support or obstruct execution. Reviewing these measures together encourages continuous improvement and keeps cooperation focused on both efficiency and marketing effectiveness.