Marketing Maestros

Aligning Success Metrics for Marketing Procurement and Marketing

By Bill Duggan, Group EVP, ANA
Posted: Jul 3, 2013 12:00am ET

The new ANA white paper, “Elevating the Role of Marketing Procurement,” focuses on procurement success metrics and is based on a quantitative survey with 113 marketing procurement professionals as well as select qualitative interviews.

One of the issues examined is the alignment between marketing procurement and marketing. We found that the success metrics for marketing procurement and marketing are not closely aligned in most organizations. However, alignment increases dramatically with marketing procurement maturity.  That is, the more mature the marketing procurement organization, the more likely there is strong alignment between procurement and marketing. Eighty-eight (88%) of respondents from mature procurement organizations (defined as being fifteen years or older) claim that the success metrics are “very closely aligned or moderately aligned” between marketing procurement and marketing.

What does this mean for procurement? Procurement needs to take strong initiative to more closely align the measures of its success with marketing colleagues. It is incumbent on procurement to initiate those conversations and build relationships that establish trust and credibility. Focusing on an integrated methodology for evaluating success against the company’s broader growth objectives is one of the best ways procurement can ensure sustainable relevance.

The new ANA white paper, “Elevating the Role of Marketing Procurement,” is available at www.ana.net/elevatingprocurement.

Highlights from ANA Marketing to Millennials Members Only Conference

By Marni Gordon, vice president of committees and conferences, ANA
Posted: Jun 28, 2013 12:00am ET

We held our first-ever ANA Members-Only Conference on Marketing to Millennials in California and had a great day!  The event was hosted by Live Nation and held at House of Blues in Los Angeles.  The day was filled with rich insights on the elusive millennial target and included sessions from Live Nation, Hyundai, Missouri Lottery, and Microsoft plus the latest trends on millennials from Jeff Fromm, author of Marketing to Millennials!  Here are some key highlights from the event:

About This Blog

Written by our in-house citizen journalists, this varied blog draws on insights from the client-side marketing community, examines game-changing campaigns and industry research, provides actionable takeaways from ANA events, and more.