How procurement can help, rather than hinder, innovation

The relationship between marketing and procurement has never been an easy one. Marketers need to buy a huge array of marketing services but often find themselves hitting up against procurement, which all too often has different priorities and a reputation for focusing only on cost.
With an increasing proportion of marketers’ budgets going to digital and a focus on innovation at many major brands, this issue is only going to get worse. Some 42% of procurement professionals questioned by B2B