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BEST PRACTICE: How businesses can buy better

In the current economic environment, neither B2B marketers nor procurement professionals can afford deals which fail to deliver the promised value for their companies. In this respect the disconnect between many marketing and procurement departments is remarkable.

Few people in the corporate world would find it a surprise that there is little interaction between the procurement and marketing teams within most organisations. Some suggest that procurement is all about ratio, whereas marketing is largely about emotion.

It is often the case that procurement sees its role as that of a 'shield' for internal departments, protecting them from 'pushy' marketing approaches. Whilst in some cases a valid approach, this also restricts valuable contacts between suppliers and internal users, resulting in the delivery of products and services that do not fully match business needs.