ANA Marketing and Procurement Survey
April 1, 2005
This survey helps gauge the relationship between Marketing and Procurement both positive and negative, and to highlight best practices.
Two surveys were fielded simultaneously from March-April 2005. The surveys were designed by Procurement Best Practice Task Force of the Advertising Financial Management Committee to:
- Gauge the relationship between Marketing and Procurement
- Compare and contrast how Marketing and Procurement each respond
- Identify where they are best working together and note where improvements can be made
- Highlight best practices
Survey sample sizes
- Marketer Survey: 1,926
- Procurement Survey: 334
- Manager to Vice President
- 122 Marketing ( 6.3% response rate)
- 68 Procurement (20.3% response rate)
- Marketing and Procurement are not aligned about their current and future role
- Marketing appears resistant to Procurement's involvement in the marketing process
- Marketing and Procurement disagree on Procurement's effectiveness
- Over 70% of the Procurement respondents rated themselves as exceeding cost savings expectations/ but just 20% of the Marketing respondents said they had
- Both sides agree there is room for improvement in their relationship, and there are bridges to be built
- The current organizational structure (mostly separate procurement function) may be an impediment to a better relationship
Profile of Respondents
Size of Company
Type of Industry
In your organization to whom does Marketing Procurement report?
For most respondents, Marketing Procurement has a functional reporting relationship
Describe the role of Marketing Procurement at your company
Marketing Procurement tends to be a separate functional group
In what areas of marketing has Procurement become involved?
Dichotomies exist in perceived levels of Procurement's marketing engagement
In which marketing disciplines does Procurement play a role?
There is even a bigger divergence by Marketing discipline
How would you rate procurement's impact on the following disciplines? (high=3, medium=2, low= 1)
In which marketing disciplines do you have no plans for Procurement to become involved?
In which marketing disciplines do you have near term (active in 2005) or medium term (active 2006) plans to become involved?
- Procurement plans more future involvement than marketing plans for them
Overall, how has Procurement delivered?
The good news - Marketing perceives Procurement to be delivering some value
The Value that Procurement Brings to Marketing
|Marketing about Procurement||Procurement about Marketing|
Top Three Challenges to Using Procurement for Marketing Processes
Survey designed by the Procurement Best Practice Task Force of the Advertising Financial Management Committee and fielded to Marketing and Procurement professionals. March-April 2005.