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”.

1. How Agency and Procurement Leaders Can Collaborate
to Achieve Success
NOVEMBER 2014

2. 2
Opportunities for
Collaboration
Between Agencies
and Procurement

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
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
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
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
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
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
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
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
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
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