Marketing has long been off limits for purchasers; alongside legal it ranks among the categories which purchasing functions have the least control over. But if there ever is a time to grab this holy cow by the horns it is now.
Earlier this week, the UK press reported that marketing budgets are being slashed; 35 percent of the respondents to the Institute of Practitioners in Advertising; the U.K.’s agency association; Q3 Bellwether Report said that they’re revising their budgets downwards in the third quarter. Only 8 percent of respondents were optimistic about the state of the advertising industry.
Now, if there ever was a door opener for purchasing into marketing spend, this is it. Marketers; by nature; want to be seen as winners, and if purchasers can show that marketing can still get their messages out, at a lower cost, with retained quality; they’ll listen to what you have to say.
October 16, 2008 at 11:01 am
[...] the rest of this great post here [...]
October 17, 2008 at 5:47 am
These posts point to some great resources you can use if you want to start addressing that marketing spend:
http://blog.sourcinginnovation.com/2006/11/06/magic–logic-i.aspx
http://blog.sourcinginnovation.com/2006/11/06/magic–logic-i.aspx
http://blog.sourcinginnovation.com/2007/08/14/the-creative-challenge-i.aspx
http://blog.sourcinginnovation.com/2007/08/15/the-creative-challenge-ii.aspx
http://www.esourcingforum.com/archives/2008/01/03/the-marketing-sacred-cow/
But let’s not forget the other sacred cow, legal … and if you want to know where to start on that topic, check out these posts from David Bush on e-Sourcing Forum:
http://www.esourcingforum.com/archives/2007/07/06/e-discovery-e-sourcing-e-normous-savings/
http://www.esourcingforum.com/archives/2007/07/09/e-discovery-stage-1-ending-the-cold-war/
http://www.esourcingforum.com/archives/2007/07/10/e-discovery-stage-2-understand-the-risk-profile/
http://www.esourcingforum.com/archives/2007/07/11/e-discovery-stage-3-execute-with-efficiency-and-agility/
January 15, 2009 at 12:37 pm
[...] sourcing initiatives due to the financial downturn; one of the categories that we highlighted was marketing but as we all know nothing lasts [...]