The typical marketing procurement manager within a big, global corporation faces many challenges. And in speaking with them, we’re regularly reminded of how tough their job can be. So, our aim here is to take a bit of a journey in their shoes.
Taking a step back for those unfamiliar, marketing procurement professionals work within large corporate firms. These individuals, if working for a firm which adopts an agency roster, may manage the selection of marketing and communications agencies full time. However, other marketing procurement professionals arent afforded the luxury of focus. Instead, they may be sourcing an accountancy firm one day (or worse, toilet roll!) and a marketing agency the next. So, the primary challenge of non-dedicated marketing procurement folks is lack of focus. And this lack of focus means that in many cases, procurers will have to start fresh in re-educating themselves on the industry whenever a new firm or agency network is required, as selection may occur just once ever three or more years. Of course, they’ll have their network of internal marketers’ ears whenever they need help or advice, but it can be a lonely world as they are in some cases feared (if not unpopular) amongst agency management.
So in an attempt to re-educate themselves, their typical process may start with an RFP: the distribution of a templated request for information regarding each agency’s focus, number of staff, geographic footprint, relevant industry experience, management hierarchies, hourly rates by job title, etc. Then, upon receiving agencies’ responses, the job of marketing procurement folks shifts to sifting through all the data provided in order to discern differentiators. All the while being hounded by (incredibly eager) agencies daily, if not hourly, for updates.
But, most often, the numbers and data don’t often get to the heart of what makes an agency unique. Being honest, the procurement folks we’ve dealt with have been smart and savvy–so, they always dig deeper than the numbers. They’ll ask around. They’ll speak to individuals within the firms. They’ll arrange chemistry check sessions. Trust us, they get a clear picture…but we do pity them the challenges that come with dropping in and out of the industry so infrequently. The industry changes daily and the learning curve can be overwhelming.
So, next time you have an opportunity to speak with client-side marketing procurement folks, take a step back. Walk in their shoes a bit and approach their questions knowing that they are smart, savvy individuals looking to uncover the ‘right agency’ as efficiently as possible. As an agency, be attentive, but don’t stalk. Be responsive, but never overcomplicate. Be clear and concise, but elaborate if you feel they’ve not asked critical questions. See them as your ally rather than as an adversary as their friends may be few…
