Procurement 2022: The Good, the Bad, and the Ugly | Research Reports | Research Studies | All MKC Content | ANA

Procurement 2022: The Good, the Bad, and the Ugly


In 2010, the ANA published a landmark report, "Procurement: The Good, the Bad, and the Ugly." The work took the pulse of the industry on the state of marketing procurement at that time, and measured practices and perceptions among professionals in three functional areas: procurement/sourcing, marketing/marketing services, and agencies. In 2022, we repeated and built upon this prior research to track progress (or lack thereof).

While there has been some progress since our 2010 benchmark, it has, candidly, been disappointing. More specifically, the relationship between marketing procurement and marketing has shown some modest improvement while the relationship between procurement and agencies has not.

A key insight is that marketing procurement is a relatively nascent discipline: The average marketing procurement department has existed for only 11.6 years; 55 percent of marketing procurement departments have been around for less than 10 years; and 24 percent of marketing procurement professionals have less than five years of experience. While some organizations have long-established and mature marketing procurement departments, marketing procurement overall is still an adolescent. This helps explain why many of the issues that were with us in 2010 are still here today.

The report concludes with ten specific recommendations to improve the relationships between procurement and marketing and procurement and agencies.

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"Procurement 2022: The Good, the Bad, and the Ugly." ANA, July 2022.