It’s extremely refreshing to find information authored about a procurement topic from the perspective of a line business manager or executive. So much that I talk about on Spend Matters and others talk about on different information and analyst sites comes from the perspective of the procurement or supply chain executive or finance, if we’re lucky. But hearing the voice of the customer from an actual business user can be tremendously helpful to understand what they value and the best means of engaging with them (BTW … the “spending culprit” low-blow in the title of this column is just in jest — their spending really is essential). What’s doubly refreshing, though, is to listen to this voice when it’s coming from other business representatives in a fast growing category that is increasingly coming under the purview of procurement. Such is the case of marketing spend, a topic which Advertising Age tackled in an article earlier last week.
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