People who set targets in organizations often lack a comprehensive understanding of marketing, which amplifies the divisions between procurement, marketing, and other departments within the company, according to a study by the WFA.
TOP OF THE CHARTS: People who set targets in organisations often lack a comprehensive understanding of marketing, which amplifies the divisions between procurement, marketing, and other departments within the company, according to a study by the WFA.
WFA research shows that teams are looking at creative and production as well as media in their bid to identify savings for 2024. Many company target setters fail to understand marketing, increasing barriers between procurement, marketing and the rest of the organisation. New research reveals that marketing procurement teams at big global brands are frustrated with their current KPIs and want to change. In particular they want to broaden the metrics of success beyond savings, with savi.