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WFA-改变全球营销采购观念和贡献.docx

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ttSSpprriinngg4ContentIntroductiontoProjectSpring 2TheCMOView 3Aboutthisdocument 4PARTI:MarketingProcurementFoundations 5PARTII:CurrentPerceptions 15PARTIII:TheWayForward 21Process 23People 28Performance 31Partners 36Conclusion 38Appendix:WFA’sGlobalSourcingBoard 39AbouttheWorldFederationofAdvertisers 40PartI:,,whetherimaginedorreal,itwasreassuringtoseethat,formostrespondents,theprocurementroleformarketingwasstillconsideredasimportanttotheirbusinesses().87%couldn’-Doyouagreewiththefollowingstatement?“Icouldimagineaworldwithoutmarketingprocurement”–allrespondents13%87%Icouldimagineaworldwithoutmarketingprocurement?-Doyouagreewiththefollowingstatement?“Icouldimagineaworldwithoutmarketingprocurement”–reportingintofinance5%95%Icouldimagineaworldwithoutmarketingprocurement?-reportingtoFinanceAgreeDisagreeWFASourcingForummember,ProjectSpringsurvey,August2018absorbedbymarketingoperations”counterparts,ourfunctionwillbewillbeaworldofprocurement,,“AgreeDisagreeWhilstsmall,,panymandatetousemarketingprocurement,hadhighlevelsofspendvisibilityorsawthatmarketingprocurementteamaddedvaluebeyondcostsaving,

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