Procurement Unplugged: Mastering Metrics, Media, and Marketing Mojo
a summary of the first day at Procurecon Marketing 2024
From November 18 to 20, the JW Marriott L.A. LIVE in Los Angeles played host to over 250 marketing procurement pros, industry leaders, and innovators for the 2024 ProcureCon Marketing conference. It was a whirlwind of workshops, panels, roundtables, and keynotes designed to tackle the biggest challenges (and opportunities) in our ever-evolving field. Think of it as the ultimate group project, but with less stress and more actionable insights.
The agenda was jam-packed, covering everything from transforming procurement into a strategic powerhouse to finding the perfect balance between in-house teams and external agencies. Attendees dove into hot topics like cultural marketing, programmatic media, and — yes — even how to finally speak the same language as marketing without needing a translator.
At RAUS Global, we showed up ready to soak it all in (and maybe snag a croissant or two during networking breaks). Our goal? To take the wealth of knowledge shared and pass it along to our friends, followers, and anyone looking to sharpen their procurement game.
Consider this article your backstage pass to the event. We’re breaking down the key takeaways from the sessions and sharing some of the insights we picked up along the way. If you couldn’t make it to L.A., don’t worry — we’ve got you covered. Let’s dive into the highlights and see what the future of marketing procurement has in store!
Day 1 — November 18, 2024
1. Practitioner Case Study: Delivering Marketing Procurement Excellence During Business Transformation
Kim Harrison-Johnson, Director of Marketing, Events, Travel, and Swag at LinkedIn, delivered an engaging and insightful presentation on navigating marketing procurement during business transformations. Drawing from her career at industry giants like LinkedIn and Walmart, Kim shared practical advice infused with her characteristic humor and relatability.
She began by exploring the nature of transformations, from mergers and acquisitions to marketing and technology overhauls. Each presents challenges but also opportunities for procurement to prove its value. Kim emphasized preparation as key, recounting lessons from her career, such as the importance of building relationships and backing bold ideas with data. Her mantra: “Be ready when they care.”
A recurring theme in Kim’s talk was storytelling as a tool for procurement. She highlighted the need to simplify complex data into actionable narratives that resonate with stakeholders. Alongside this, she advocated for automation and innovation, urging organizations to adopt tools that streamline processes, ensure compliance, and foster supplier partnerships.
Kim also stressed the importance of understanding stakeholders’ priorities and building trust. From securing a seat at the CMO’s meetings to navigating budget complexities, she emphasized adaptability, patience, and continuous learning.
Closing with actionable advice, Kim encouraged attendees to seize transformation as an opportunity to innovate, refine processes, and demonstrate value through success stories. Her candid reflections, combined with a passion for LinkedIn’s mission of economic opportunity, left the audience inspired and equipped with strategies to navigate change.
Kim’s leadership philosophy — a blend of professionalism, humor, and resilience — served as a powerful reminder that with the right mindset, procurement can be a driving force for organizational success.
2. The Evolution of Marketing Procurement: Strategic Value
The session “The Evolution of Marketing Procurement: Strategic Value” took a hard look at how far marketing procurement has come — and how much further it still needs to go. The conversation was a mix of self-reflection and optimism, with some good-natured ribbing about the old days of procurement being seen as the “cost cops.”
One major theme? It’s not just about savings anymore. “If all we bring to the table is a lower price tag,” one speaker warned, “we might as well come with a giant red clearance sticker.” Procurement is now about delivering value, whether through speed, innovation, or attracting top talent. Saving a buck is great, but delivering long-term impact? That’s the real win.
Collaboration was another hot topic. Bridging the gaps between finance, marketing, and procurement isn’t easy. “It’s like trying to teach three people to waltz,” one panelist quipped. “You step on some toes, but eventually, you figure it out.” The payoff? Clearer communication, better alignment, and fewer headaches for everyone involved.
Data also got its moment in the spotlight. Leveraging analytics to make smarter decisions and prove procurement’s worth was a recurring theme. “Numbers don’t lie,” a speaker stated, “but they can definitely confuse people if you’re not careful. Keep it simple and tie it to results.”
Finally, the session highlighted the need to stay flexible. Between changing technologies and evolving consumer expectations, the procurement playbook is constantly being rewritten. As one panelist humbly noted, “What worked last year might not work now — and that’s okay. Just don’t be the person clinging to their old Blackberry.”
The bottom line? Marketing procurement has grown up. It’s not just about cutting costs — it’s about driving real, measurable value while staying adaptable, collaborative, and maybe even a little fun along the way.
3. Fireside Chat: Making Marketing Procurement Matter to Your CPO
The “Fireside Chat: Making Marketing Procurement Matter to Your CPO” felt like a constructive and candid conversation about how procurement can secure its seat at the strategic table. With a mix of humor and hard truths, the session offered a reality check on bridging the gap between procurement’s focus on cost and marketing’s obsession with outcomes like demand generation and customer loyalty.
The first takeaway? Speak their language. “Your CMO doesn’t care about ‘savings achieved’; they want to know how you’re driving brand growth,” the speaker quipped. Translating procurement’s efforts into marketer-friendly metrics like ROI and conversion rates isn’t just helpful — it’s essential if you want to stay relevant.
Another key point was proactive alignment. Waiting until the last minute to join a project is a recipe for disaster. As one panelist said playfully, “Procurement shouldn’t be the annoying guest who shows up late and still wants to change the playlist.”
When it comes to metrics, the panel emphasized keeping it simple and actionable. “Not every number needs to be tracked,” one speaker admitted with a laugh. “Stick to what matters, or you’ll bury yourself — and everyone else — in meaningless data.”
The chat also tackled perception gaps, reminding everyone that procurement’s role is more than just cost-cutting. “We’re not just here to pinch pennies,” a panelist marked. “We’re here to make sure those pennies are spent on something worthwhile.”
The session left the room with a clear message: If you want your CPO and marketing teams to see your value, you’ve got to align goals, simplify communication, and show how procurement can drive growth — and maybe crack a joke or two along the way.
4. Panel: Driving Excellence in Agency and In-House Agency Roster
The panel on “Driving Excellence in Agency and In-House Agency Roster” was a candid and insightful conversation about balancing the ever-evolving dynamics of managing agencies and in-house teams. It was equal parts practical advice and a gentle reminder that, no matter how much we plan, marketing doesn’t always play by the rules.
One of the biggest takeaways? Start with understanding what kind of work you’re dealing with before deciding where it should go. As one panelist said, “You wouldn’t ask your in-house team to create a Super Bowl ad… unless you’re also okay with them demanding Super Bowl-level budgets.”
The rise of hybrid models came up as the smart middle ground — blending the creative expertise of Agencies of Record (AORs), the specialized skills of boutique agencies, and the speed and cost-efficiency of in-house teams. But it’s not all sunshine and rainbows. “Hybrid models work great,” a speaker commented, “but only if everyone actually agrees to play nice — and that includes procurement.”
Speaking of procurement, the panel emphasized the importance of understanding marketing’s creative world. “Let’s face it,” one participant admitted, “most of us didn’t take Creative 101 in business school, but we need to know enough to have real conversations with marketing. Otherwise, we’re just the ‘no’ people.”
Finally, the value of niche agencies got a special shoutout. These smaller, focused teams often bring fresh, innovative perspectives to specialized challenges. “Sure, they’re not your day-to-day workhorses,” one panelist said, “but when you need something spectacular, they’re worth their weight in gold.”
The takeaway? Excellence in agency management is part strategy, part collaboration, and part willingness to embrace the chaos of creative work with a little humor and a lot of flexibility.
5. Interactive Presentation: Cultural Marketing Success at Adidas
The session “Interactive Presentation: Cultural Marketing Success at Adidas” was a lively, down-to-earth discussion on how this iconic brand manages to stay culturally relevant while still making marketing procurement work like a well-oiled machine. The presenter, in true Adidas fashion, kept the tone light but the insights impactful.
One of the key takeaways? Forget obsessing over spreadsheets and savings — marketing isn’t a sunk cost; it’s an investment in the future. As the presenter noted, “Your CMO doesn’t care how much you saved; they care if the campaign worked.” At Adidas, procurement teams focus on creating value, not just cutting costs, aligning their goals with marketing’s need for campaigns that connect emotionally and drive impact.
Authenticity, the holy grail of cultural marketing, was front and center. Adidas takes cultural, social, and political narratives seriously, making sure its campaigns are genuine and resonate with its audience. As the speaker humbly admitted, “If it doesn’t feel real, it’s not cultural marketing — it’s just noise.”
Flexibility also took the spotlight. Cultural marketing isn’t a one-size-fits-all game. It’s fast-paced, often unpredictable, and full of moving parts. Adidas’ approach? Adapt procurement policies to meet the demands of the moment. As the presenter joked, “Sometimes you just have to throw the procurement rulebook out the window — just make sure it’s recyclable!”
Lastly, the session offered a masterclass on influencer and entertainment marketing. By partnering with people and platforms that genuinely fit the brand’s vibe, Adidas doesn’t just stay relevant — it sets trends.
The takeaway? Whether you’re rocking three stripes (many were…) or another logo, cultural marketing works best when it’s authentic, flexible, and a little fun. And yes, sometimes procurement needs to loosen the laces to let marketing sprint ahead.
Stay tuned for your backstage pass to Day 2 of Procurecon Marketing.
