The End of the Cost-Cutting Era: Why Your Savings Mandate is Creating Massive Marketing Waste
A New Strategic Blueprint for Marketing Procurement: How to Pivot from Price Taker to Value Architect The marketing procurement function is at […]
Category: Procurement Negotiation
Managing Marketing: Two Sides Of The Marketer And Agency Divide
Katie Dally is a seasoned marketing executive with experience on both the agency and client sides, most recently as the General Manager […]
Why agency CEOs are giving away their profits
I remember very clearly the look on the marketer’s face when we benchmarked the proposed scope of work and had received the financial proposals from the three shortlisted agencies. Two of the agencies were within 10% of the benchmarks, but the incumbent agency was proposing a fee 55% below benchmark. The procurement team were questioning our benchmarking.
Why do so many agencies take on revenue at the expense of profit?
A couple of weeks ago I was reading an article about why Apple decided not to enter the ‘Netbook’ market; you know […]