By Vincent Carriuolo, Director of Marketing, Winbrook
Say the word “procurement” to most marketers or creatives and watch the grimace turn to outright disdain before you can say, “cost containment.”
It’s kind of like driving in the vicinity of a startled skunk in the middle of the night on your first date. It undeniably and instantaneously changes the mood of whatever relationship you’ve carefully established. And most marketing folks can’t get away fast enough from a person they perceive to be a heartless, bean-counting, concept-killing crumb-bum, whose only focus is the bottom line and who will never in a million years recognize the inherent value of the “big-idea.”
Timing is everything and I’m here to tell you right now that the time is right for a little convergence in this area. Sort of like in the spirit of that Canned Heat sixties anthem, Let’s Work Together.
I’m a passionate believer that marketing and procurement people can form valuable partnerships that will make their jobs easier and serve their companies more effectively. What will it take? In the immortal words of Aretha, “R-E-S-P-E-C-T.”
With the growing confluence of outsourced collaborative partnerships, marketers that do not build procurement know-how in their operations are not being creative. Heck, anyone can cobble together a beautifully designed marketing appeal with a large enough budget. However, the real creativity emerges when you have to color within the lines and still make it return tenfold. In a time of transforming marketing channels and shrinking marketing budgets, it is paramount to recall the credo, “when you can’t outspend them, outsmart them.” And procurement, the most unlikely partner, makes that possible.
Only one question remains, is the world ready for, “Procuriting Directors or Marketment Managers?”
I think not. However, we could all work together more effectively to build more creative, and ultimately more rewarding, relationships.