iVentions has conducted an in-depth research involving top procurement decision-makers of large international companies to tap into deep insights about their values and selection criteria.
As a result of this research a whitepaper about the role of procurement in marketing decision-making has been written. Results from the whitepaper show that more involvement can potentially lead to savings up to 15% and increment of ROI. This has therefore, affected the way marketing spending is managed in an enterprise. Both marketing and procurement are going through a transition process where roles and responsibilities are shifted and a new collaborative business model is developed.
As result of this transition process the terms of the playing field for agencies is changing.
Based on the findings of a study that was performed in the last year we can conclude that event agencies of the future have to understand real needs and values of both brand-side marketing and also procurement professionals.
Download whitepaper here.