28 May '16, 4pm

EBN - Somdipto Ghosh - Understanding the Growing Rift between Procurement & Marketing

EBN - Somdipto Ghosh - Understanding the Growing Rift between Procurement & Marketing

There has been a lot of debate recently on role of teams in marketing procurement, partly due to the bold decision taken by PepsiCo to remove the entire marketing procurement department and putting the responsibility firmly on marketing teams. If we analyze the comments on various channels, we notice that most marketing teams, (especially those who rely heavily on marketing roadshows or digital marketing) have whole-heartedly backed the decision, while those using traditional marketing mechanisms are a bit reluctant. Having been involved with marketing and procurement teams, I believe the reason for discomfort (and hence the debate) between procurement and marketing arises due to a lack of understanding of each other's roles. Barriers to healthy relationships between procurement and marketing: Cost savings vs. value contribution It is a known fact that any procurement team...

Full article: http://www.ebnonline.com/author.asp?section_id=3854&doc_i...

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