ProcureCon for Digital & Marketing Services (past event)
November 12 - 14, 2013
Sheraton, Dallas, TX
Contact Us: 1.888.482.6012
Day 1: Tuesday, November 12, 2013
08:00 - 08:40 Registration and Breakfast
08:40 - 08:45 Welcome Remarks
08:45 - 09:00 Chairperson's Opening Remarks
09:00 - 09:40 Qualifying Procurement’s Strengths To Influence Marketing On Why Procurement Should Own Marketing Spend
With more and more CFOs giving procurement stewardship over marketing’s budget, procurement now must build trust and secure influence over a marketing department used to managing their own budgets. How can this influence be won? How can procurement show their value and skills to an adversarial group? As the conversation switches from cost savings to delivering value, efficiency and a streamlined process, this session will help you learn the best strategies to sell your role and build trust, qualify what you’re spending for them and why, and ultimately, get marketing to follow procurement’s rules.
09:40 - 10:05 Best Practices For Communicating And Selling Value Metrics To The CPO
When marketing only wants to hear about value, but the CPO only wants to hear about savings, how can you adapt your conversation? A good procurement manager knows how to speak up and out, and once you’ve built credibility with your marketing team, you now need to sell marketing procurement to your CPO. The consequences of not having the CPO behind you can result in an underinvested department, so you need to align your goals. This session will discuss the key drivers CPOs want to hear, building your influence, and changing the outcome of the conversation so you’re no longer stuck in the middle and can deliver the results you need.
10:05 - 10:45 Panel Discussion: When Worlds Collide—Finding Harmony When Everyone Thinks They’re Right
Fundamental to the success of any engagement is the thorough and detailed understanding of the stakeholders’ core objectives. Bringing an agency, a procurement leader and a marketing executive into the room when negotiating rates, coordinating metrics and KPIs, and filtering through the RFP and review processes can make routine meetings seem like The War of the Roses. Find out how the various stakeholders really feel about getting an engagement deal finalized, and learn how you can minimize the pain when doing your deals.
e-Consultancy
Craig Hanna
EVP North Americae-Consultancy
10:45 - 11:10 Agency Lifecycle Management
Successful agency management encompasses the entire lifecycle of the client agency relationship. From the selection of the right agency, based on their proven capabilities, to the development of the agencies Scope of Work, understanding the true cost and resource mix of the agency. It continues by ensuring that the briefing process provides the agency with the best information to produce the best work and a formal performance evaluation of the overall client agency relationship. Gain best practice and insights into what's possible by implementing an enterprise wide Agency Lifecycle Management process.
11:10 - 11:30 Networking Break
11:30 - 12:10 Constructing Global Contracts
- Companies with a global footprint are actively developing strategies to manage marketing agencies and media on a global level. The rationalization of procurement at a global level – consolidating marketing across business units and geographies for campaigns
- Leveraging economies of scale is a trademark negotiation and savings technique of procurement executives. How can companies overcome local hurdles, balance local with global requirements, and develop the processes, practices and culture allowing them to leverage multiple Business Units and geographies effectively?
- With BRIC economies exploding and brands wanting to increase sales in these regions – how to choose agencies that have the skills set for emerging markets, which are more complex, providing messages for a different type of consumers
- With the digital space moving so fast – is it possible to have a global strategy for this space?
12:10 - 12:45 How Marketing Procurement Practitioners Should Be Measured, Evaluated, And Incentivized
Incentives for procurement practitioners generally occur when definitive cost savings can be realized. However, when marketing wants to be measured on cost avoidance, value, or revenue generation, should procurement be penalized for delivering a contract that is optimal to all parties, but delivers zero savings off the previous year’s budget? This session will take a look at the current incentive structures, if they currently meet with what stakeholders and finance are looking for, and how they all can work together to evolve these processes.
12:45 - 14:00 Networking Luncheon
Track A
14:00 - 15:30 Workshop: Speaking Their Language—Marketing 101 for Procurement Practitioners
This hands-on workshop is designed for new marketing procurement professionals to get the fundamental understanding of the various models of how an organization’s marketing team operates, to improve your understanding of marketing, internal KPIs, processes and objectives. You will outline the different marketing channels (traditional marketing, media, advertising, digital, social media and mobile), their supply partners and types of engagements, and learn how to assess where procurement can play a meaningful role in identifying, measuring and delivering value back to their marketing stakeholders from both a general process improvement and channel-specific perspective.
Track B
14:00 - 15:30 Workshop: Advanced Contract Management: Preserving Your Intellectual Property Rights
When agencies develop proprietary technology for digital and marketing campaigns and license it back to the organization, how can a company protect itself from any lawsuits that arise from the growth of patent trolls? This workshop goes in-depth into the contract management process to discuss:
- Why intellectual property and innovation is vital to a company’s marketing campaign
- Putting contracts in place to minimize litigation indemnification for the use of proprietary technology
- How much is an agency responsible for sharing the risk?
- Costs associated with indemnification clauses, and who should pay what
- Other licensing and use issues
15:30 - 15:45 Networking Break
Track A
15:45 - 17:15 Workshop: Marketing Procurement Fundamentals: A Step-By-Step Guide To Understanding What Makes The Marketing Category So Different
After learning about marketing terminology and methodology, participate in this in-depth, interactive workshop to understand what makes marketing procurement truly different than other categories, and help you develop a true partnership with your company’s marketing organization.
- Understanding the role of the various primary stakeholders in a marketing engagement (marketing, procurement and agency) and the expectations of each
- Where are the big nuggets of opportunity – as you first enter the marketing category and as your involvement matures?
- What should procurement bring to the table and where does procurement falter?
- How can you ensure procurement for marketing KPIs relate to marketing goals and KPIs?
- How can you get marketing not just to realize procurement exists, but to also follow procurement’s rules?
- Sourcing, RFP and negotiating strategies for marketing suppliers
Track B
15:45 - 17:15 Advanced Agency Management: Creating Value, Efficiency and Cost Savings Through Effective Agency Compensation, SOW and Staffing Strategies
This in-depth workshop will help you better manage your agencies to ensure you have the optimal price and staff for the services you need. You will participate in interactive team-building exercises, pitting different forms of scope of work, staffing and comp against one another on a team basis. You will also get to participate in mock negotiating sessions with mock client/agency situations. After 90 minutes you’ll be able to assess:
- How does interaction and engagement take place between agency and procurement?
- How do you put a price on an idea? Or assign that idea’s cost? Or assess the potential value?
- How models differ for creative, media and digital agencies
- Benchmarking compensation models—fee-based, labor-based, project based
- Setting expectations for incentivizing agencies
- Do pay for performance models really work? Are the rewards great enough to improve performance?
- Incentives for agencies to buy better and deliver better results
- Identifying reasonable overheads
- Avoiding traps – inflated scopes of work, inflated staffing, hourly rates
17:15 - 18:15 Networking Reception and Opening of The Solutions Zone Hosted by Midas Exchange
Hosted by Midas Exchange