Managing Demanding Expectations in Marketing Procurement
Organizations have demanding expectations of marketing procurement professionals. To make matters more challenging, marketing is a notoriously complex procurement category. Most other categories can be analyzed through analytics that demonstrates exactly how each dollar spent brings value to the business, whether it's indirect spending or direct spending.
As the publication Spend Matters puts it, "Marketing services is one area where there are many more qualitative considerations than strictly quantitative." Consider the relationship an organization might have with a design agency. Companies can measure the marketing success of specific campaigns that incorporate the agency's designs, but the overall quality of any design the agency produces is often in the eye of the beholder.
As such, marketing procurement professionals are sometimes put in a position of managing the expectations of those with more authority than them within the organization. It can be challenging to push back against expectations that aren't realistic—but neglecting to do so can lead to long-term problems down the road.
Here are a few ways marketing procurement professionals can manage influence without authority.
Develop the Skills and Aptitude Necessary to Manage Expectations
Many "soft skills," such as communication and problem-solving skills, are integral to leading successful discussions with authority figures. Marketing procurement leaders who can be assertive, but also receptive in their discussions are often in a better position to set realistic expectations for decision-makers.
For example, a financial decision-maker may ask the marketing procurement team to eliminate certain marketing services to cut costs. But by collaborating with the marketing department, the procurement team might know that eliminating these services will hamper or derail some marketing campaigns that are already in the works.
In this type of scenario, a professional must be receptive to the finance department's needs. However, they must also be able to express why those marketing services are essential to ongoing campaigns. Often, a compromise may be necessary, so any negotiator who can come to the table with fresh ideas will be in a better position to serve the needs of both departments.
Be Forthcoming with Ideas and Insights
Similarly, marketing procurement professionals who take the initiative when an opportunity reveals itself will place the department on better footing when it comes time to manage expectations. If the marketing procurement team can show that it is conscious of costs or other areas of concern among company leadership, they will be better able to compel authority figures to see their point of view when they need to push back on demands or suggest alternatives.
Being forthcoming with ideas and insights also helps to demonstrate the value marketing procurement brings to the organization. It can help build trust between the departments, which is essential during times of collaboration and negotiation.
Use Data and Evidence to Drive Your Points
Business leaders typically like to make decisions based on data and evidence. Although marketing is often qualitative rather than quantitative, conversations regarding marketing spending must always be guided by cold hard facts.
As such, marketing procurement professionals can better position themselves to manage expectations if they have data or other evidence to prove their points. With the right procurement analytics tools, you can generate in-depth reporting to demonstrate where marketing dollars are being spent. By comparing these reports to other company reports, you can even demonstrate how each marketing dollar generates value for the business.
Naturally, any data the marketing procurement team brings to the table should be relevant to the conversation at hand, whether it's about costs, strategic direction, or even a specific agency contract. If you must put your proverbial foot down, make sure you have clear evidence as to why.
Learn More at the "Manage Influence Without Authority" Workshop
To grow as professionals, marketing procurement specialists must be assertive in their conversations with high-level decision makers. Managing expectations can be a challenge when you don't have as much authority as others in the business. But with the right skills and strategies, you can ensure the organization recognizes the value marketing procurement brings to the table.
If you'd like to learn more about managing influence from the perspective of marketing procurement, you don't want to miss the next ProcureCon Marketing conference, happening from December 6th to December 8th at the Hyatt Regency La Jolla at Aventine in La Jolla, California. Day number three of the conference (December 8th) will include an interactive workshop where procurement professionals will share tips and stories on this very issue.
Download the agenda today to get started.