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ANA survey reveals improved relationships between Marketing and Procurement

NEW YORK – May 5, 2014 – The relationship between marketing and procurement has improved substantially and is driving measurable results according to Optimizing the Procurement & Marketing Relationship – an ANA Survey due out later this month.

The survey of 155 client-side marketing and procurement professionals, fielded in March 2014, looked at the relationship between procurement and marketing and the factors that lead to the strongest internal partnerships and business results.  

Marketing / Procurement Relationship

Both marketing and procurement note substantial improvements in their relationship in the past year – with 30 percent of marketers and 62 percent of marketing procurement professionals reporting positive increases. According to survey respondents, the leading factors that have driven these increases include:

The findings in the research indicate that the marketing/procurement relationship, which historically has been much maligned, may have finally turned the corner and is now on a positive path. 

Key Benefits of Marketing / Procurement

There is agreement between marketing and procurement that cost savings and risk mitigation are the top benefits that procurement brings to marketing. When asked to identify the top three benefits that procurement brings to marketing, cost savings was noted by 65 percent of the marketing respondents and 56 percent of the procurement respondents.  Meanwhile, risk mitigation was noted by 47 percent of marketing and 37 percent of procurement respondents.

However, there were areas of substantial disagreement between marketers and agencies. Marketing places a much higher rating on Request For Information / Request For Proposal facilitation (67 percent  for marketing and 33 percent  for procurement) – and actually ranks that as the top benefit.  Meanwhile, procurement places greater weight on its ability to bring collaboration across internal businesses (39 percent for procurement and 16 percent for marketing). 

There was a notable disconnect when respondents were asked to rate the importance placed on various metrics (using the top 3-box on a 10-point scale). Marketing procurement focused on cost reduction (90 percent), risk mitigation (83 percent), and cost avoidance (77 percent) while marketing placed its highest importance on the business metrics of sales/market share increases (80 percent), marketing ROI (76 percent), and improving brand health metrics (70 percent). 

Key learnings from the study:

Bill Duggan, Group Executive Vice President, at the ANA commented: 
“The marketing procurement discipline is evolving. This new work confirms that the relationship between marketing and marketing procurement is stronger than ever and provides common-sense suggestions for continued improvement.”

About the Study
The ANA survey was conducted online in March 2014 amongst a sample of 155 client-side marketing and procurement professionals – 72 from marketing and 83 from procurement.  Marketing respondents have an average of 17.1 years working in marketing; procurement respondents have an average of 12.9 years in procurement. 

About the ANA

The ANA (Association of National Advertisers) provides leadership that advances marketing excellence and shapes the future of the industry. Founded in 1910, ANA's membership includes more than 575 companies with 10,000 brands that collectively spend over $250 billion in marketing and advertising. The ANA pursues “collaborative mastery” that advances the interests of marketers and promotes and protects the well-being of the marketing community. For more information, visit www.ana.net, follow us on Twitter, or join us on Facebook.

Sheelagh Doyle

Director, Public Relations and Communications

ANA (Association of National Advertisers) 

sdoyle@ana.net  Office: 212-455-8011  Mobile: 917-881-9715

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