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Constructive Collaboration - How Agency and Procurement Leaders Can Collaborate to Achieve Success

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iCrossing’s Dave Johnson spoke at the ProcureCon for Digital and Marketing Services Conference in San Antonio, TX on November 12, 2014 on “Constructive Collaboration - How Agency and Procurement Leaders Can Collaborate to Achieve Success”.

Published in: Leadership & Management
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Constructive Collaboration - How Agency and Procurement Leaders Can Collaborate to Achieve Success

  1. 1. How Agency and Procurement Leaders Can Collaborate to Achieve Success NOVEMBER 2014
  2. 2. 2 Opportunities for Collaboration Between Agencies and Procurement
  3. 3. 3 Top 10 Opportunities for Collaboration 1 Open Communication. Suggestion: Building in a step for the team to talk directly to the client would go a long way. Procurement has an opportunity to lead these conversations and to be our guide.
  4. 4. 4 Top 10 Opportunities for Collaboration 2 Reverse Auctions are impractical. Suggestion: Many agencies read this as simply a pricing exercise. You’re not just buying an FTE, you’re buying a solution or an idea!
  5. 5. 5 Top 10 Opportunities for Collaboration 3 We’re willing to have transparency in our financial model. Suggestion: Share the love and the budget. Understanding our guardrails for the opportunity is a very important element in the process. We can look at a myriad of ways to structure a relationship.
  6. 6. 6 Top 10 Opportunities for Collaboration 4 Say it with me, “we’re partners, not vendors” Suggestion: Please add the word “partner” to your vocabulary. You are seeking differentiation, experience and value. Vendors don’t have a seat at the table, partners do.
  7. 7. 7 Top 10 Opportunities for Collaboration 5 Does your client care about performance or a killer super bowl spot? Suggestion: As partners we must know what you’re buying. Performance or the big idea? Making sure your client has internal agreement on this will make the decision that much easier and faster!
  8. 8. 8 Top 10 Opportunities for Collaboration 6 Be able to articulate what success looks like. Suggestion: Let’s be clear what we are measuring, together. Marketing perspective Procurement perspective Agency perspective
  9. 9. 9 Top 10 Opportunities for Collaboration 7 Process will set you free! Suggestion: Detailed kick off plan and meeting Client engagement and joint review Collaboration process and tools
  10. 10. 10 Top 10 Opportunities for Collaboration 8 Let’s discuss sharing some of the risk. Suggestion: Let’s work together on a solution that makes sense for the type of work and expected scope.
  11. 11. 11 Top 10 Opportunities for Collaboration 9 Better visibility into organization Suggestion: Let’s spend time thinking and discussing ways we can be more strategic together. Improve agency onboarding? Joint account planning? NPS discussion on client sat?
  12. 12. 12 Top 10 Opportunities for Collaboration 10 How can we add more value as a strategic partner on an ongoing basis? Suggestion: Education Webinars Training video White Papers On site training sessions

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