Today the CMO rivals IT and Operations in terms of technology and operational spend. In some industries, the marketing spend can be 25% of revenue or more. Even with such a high cost profile, marketing has largely escaped the Source-to-Pay (S2P) efforts. That is changing. Partnering with marketing to help control marketing spend can lead to significant cost avoidance or reduction. However, engaging with marketing, analyzing the marketing spend, and getting your arms around it requires understanding the marketing function. This session will be presented by a marketer who has embraced and rejected sourcing assistance. This workshop will discuss what marketing does, how it works, the spend categories where sourcing help is welcomed or not and the assistance marketing needs from sourcing.

• The marketing process and its cost categories
• The CMO agenda, challenges and trends
• How the rise of digital marketing is changing the marketing cost structure and categories
• Strategies for partnering with marketing to align sourcing with marketing efforts
• The marketing methods, and techniques you can use to market your S2P services and achieve your strategic sourcing objectives

 

Contributors: Canon Business Process Services
Categories: 2017 Fall - Carlsbad, Summit Presentations
SRC Type: Business Process Outsourcing (BPO), Category Specific, Marketing Services, Outsourcing