Have you ever wondered why you’ve lost a pitch after being told you were the best in the room?

This happens all the time and is due to the disparate requirements within the client organisation.

Largely between Procurement and Marketing.

It’s not that they are not aligned, although this sometimes happens, it’s more likely because you have not properly addressed their respective needs.

Marketing’s objectives lean towards sustainable sales growth, whereas procurement are often more cost-reduction-based.

They operate in different time zones across different dynamics, but both deal with the same absolute objective, to enhance business value.

In the next Commercial group, we’re going to explore this in more detail.

– How do agencies learn to speak two languages more fluently to deliver the same end goal of creating added value.

– To ensure both audiences’ needs are maintained throughout all engagements

– To help agencies focus on only those opportunities that are most likely to solve both parties needs

We’ll be asking questions like:

– How do I really know what procurement’s needs are

– How to get beyond the cold, informal RFP process

– What does price really say about my solutions, and how do I best position my price to better convert

In the hotseat we will have:

– Barry Byrne, Chief Growth Officer (Fractinal) at Umbrella, & ex-Procurement Director at Adidas, AB Inbev and Diageo, to name a few.

– Esther Carder, Partner, Moore Kingston Smith

– Sophie Connor, agency MD at Kingdom Creative

– And you, as agency experts who sell marketing services all day, everyday.

– Hosted by Fractional CFO and Alliance Commercial lead, Andrew Reeves

Please note sign in/attendance to to this session contributes 1 hour (1 point) towards CPD points for Alliance of Independent Agencies Members.