Shifting Procurement's View of Marketing From 'Cost Center' to 'Business Investment'

Tue, 16 Jun 2026 00:00:00 -0400
Event Recaps

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.