Comments on: The Marketing Sacred Cow http://www.esourcingforum.com/archives/2008/01/03/the-marketing-sacred-cow/ The source of information and best practices in strategic sourcing. Fri, 12 Mar 2010 03:32:03 -0500 http://wordpress.org/?v=2.8.6 hourly 1 By: Seth Kessler http://www.esourcingforum.com/archives/2008/01/03/the-marketing-sacred-cow/comment-page-1/#comment-11170 Seth Kessler Mon, 28 Jan 2008 16:00:25 +0000 http://www.esourcingforum.com/archives/2008/01/03/the-marketing-sacred-cow/#comment-11170 As someone with a procurement background who now manages the print spend for a number of large enterprise customers globally, I find the comments on this subject to be quite amusing. I work with a number of entertainment companies whose printed materials are obviously quite important to them, but senior marketing executives embraced a cost savings approach to help them save money so that they would have more money left over for more interesting marketing pursuits. When procurement leadership does not collaborate with marketing leadership on this spend category right from the start, you're basically wasting your time. If you are not able to get ample buy in, then you may as well stick to sourcing business cards, forms and other commodity print items. It may not be as easy as more commoditized categories, but if you do it right, the savings can be dramatic. As someone with a procurement background who now manages the print spend for a number of large enterprise customers globally, I find the comments on this subject to be quite amusing. I work with a number of entertainment companies whose printed materials are obviously quite important to them, but senior marketing executives embraced a cost savings approach to help them save money so that they would have more money left over for more interesting marketing pursuits. When procurement leadership does not collaborate with marketing leadership on this spend category right from the start, you’re basically wasting your time. If you are not able to get ample buy in, then you may as well stick to sourcing business cards, forms and other commodity print items.

It may not be as easy as more commoditized categories, but if you do it right, the savings can be dramatic.

]]> By: Rick Ankrum http://www.esourcingforum.com/archives/2008/01/03/the-marketing-sacred-cow/comment-page-1/#comment-11164 Rick Ankrum Wed, 23 Jan 2008 14:36:39 +0000 http://www.esourcingforum.com/archives/2008/01/03/the-marketing-sacred-cow/#comment-11164 Eric is right with the triple-dog dare. I once was asked to get quotes on paper at the very last minute with mininal specs. When I started to ask questions the time clock was advanced so fast my efforts were a waste of time. Annual reports are the ad agency's cash cow. Eric is right with the triple-dog dare. I once was asked to get quotes on paper at the very last minute with mininal specs. When I started to ask questions the time clock was advanced so fast my efforts were a waste of time. Annual reports are the ad agency’s cash cow.

]]> By: Tom Bingenheimer http://www.esourcingforum.com/archives/2008/01/03/the-marketing-sacred-cow/comment-page-1/#comment-11150 Tom Bingenheimer Fri, 04 Jan 2008 13:45:17 +0000 http://www.esourcingforum.com/archives/2008/01/03/the-marketing-sacred-cow/#comment-11150 The lowest-cost printer is likely not a good choice for the annual report. However, a person in Purchasing or Supply Chain with appropriate print knowledge and experience (not someone who was buying pipe and flooring last week -- no slight intended) can build a working relationship with Marketing and can influence both supplier selection and pricing. If Marketing permits Purchasing to take the lead on pricing discussions, Marketing may still have the final word on printer selection, with a cost savings. The lowest-cost printer is likely not a good choice for the annual report. However, a person in Purchasing or Supply Chain with appropriate print knowledge and experience (not someone who was buying pipe and flooring last week — no slight intended) can build a working relationship with Marketing and can influence both supplier selection and pricing. If Marketing permits Purchasing to take the lead on pricing discussions, Marketing may still have the final word on printer selection, with a cost savings.

]]> By: Dan Carlson http://www.esourcingforum.com/archives/2008/01/03/the-marketing-sacred-cow/comment-page-1/#comment-11149 Dan Carlson Thu, 03 Jan 2008 19:19:34 +0000 http://www.esourcingforum.com/archives/2008/01/03/the-marketing-sacred-cow/#comment-11149 I tried to source the annual report and only got to bid out the paper stock. Well, it's a start. Our trusted consultant had a trusted relationship with the printer. Imagine that. I tried to source the annual report and only got to bid out the paper stock.
Well, it’s a start. Our trusted consultant had a trusted relationship with the printer. Imagine that.

]]> By: Eric Strovink http://www.esourcingforum.com/archives/2008/01/03/the-marketing-sacred-cow/comment-page-1/#comment-11148 Eric Strovink Thu, 03 Jan 2008 17:52:11 +0000 http://www.esourcingforum.com/archives/2008/01/03/the-marketing-sacred-cow/#comment-11148 Marketing spend can indeed be a juicy target, but let's not forget the intense pressure on Marketing from the highest levels of the corporation to produce pretty Annual Reports and good-looking collateral. Just try to source Annual Report production to the lowest cost printer. I triple-dog dare you. Marketing spend can indeed be a juicy target, but let’s not forget the intense pressure on Marketing from the highest levels of the corporation to produce pretty Annual Reports and good-looking collateral. Just try to source Annual Report production to the lowest cost printer. I triple-dog dare you.

]]>