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Elevating the Role of Marketing Procurement

June 10, 2013


ANA fielded a survey in December 2012/January 2013 to better understand the metrics used to measure the success/contribution of the marketing procurement organization. The survey focused on:

There were 113 responses, and virtually all respondents were marketing procurement professionals at ANA member companies. The specific metrics explored in this survey (and corresponding definitions provided to respondents) were:

This survey is an initiative of the ANA Procurement Task Force, whose mission is to (a) define and elevate the role of marketing procurement and (b) close the “gaps” on the value of procurement between procurement and internal marketing as well as procurement and external agencies.

We supplemented the qualitative work with qualitative interviews (through March) of about a dozen individuals to probe deeper on specific issues. Those interviewees consisted of survey respondents and members of the ANA Procurement Task Force.

(Please visit our "Also See" section to the right for the PDF of the White Paper.)


"Elevating the Role of Marketing Procurement." ANA, 2013.

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