Shifting Procurement's View of Marketing From 'Cost Center' to 'Business Investment'
Google's David Kaul argues that procurement professionals must rethink how they view marketing, both for their own good and for the good of the organization
Google's David Kaul challenges procurement and finance leaders to stop treating marketing as a cost center and start measuring it as a growth engine. His framework — spanning AI maturity, time horizon, and capital allocation — could reshape how organizations evaluate marketing's return.
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