… it would not be in such dire straits today.

The Procurement Ledger recently ran an article on Agility with Purpose which ran an interview with Jeanette Hübsch, a Global Procurement Leader and Senior Consultant with Proxima, who said that in Marketing Procurement, agility isn’t just a buzzword—it’s a necessity because the landscape shifts constantly with evolving consumer trends, digital innovation, and now AI-driven content creation. Procurement must move beyond being a cost controller; it needs to be a business enabler, a partner, and a source of innovation. And she’s right.

But she goes on to say that in indirect procurement, disruptions don’t always look like delayed shipments—they might be sudden campaign pivots, regulatory changes, or shifting budgets. Agility means being able to respond without slowing the business down and to accomplish this her focus is on building an adaptable supplier ecosystem—trusted partners with modular contracts, alternative sourcing strategies, and the ability to flex with us. Strong relationships, clarity, and scenario planning make a big difference.

In other words, it seems that marketing has understood what Procurement needs, and has needed, for at least the last two decades, but yet it’s still the sacred cow in most organizations that Procurement is not allowed to touch (when Procurement should be designed around good strategies that come from good Marketing Provider Management) and be allowed to shoot any scared cow ready for pasture.

Thought leaders have been promoting the embracement of good procurement by Marketing and marketing flexibility by Procurement for at least two decades now (and we first started talking about it in our two-part piece on Magic and Logic [Part I and Part II] two decades ago), especially since Decideware (founded in 1999 in Australia), one of the leaders in Marketing Procurement Technology, was just starting to break into the North American market at that time.

And even if they were a little slow on the uptake, then it should have been adopted when some thought leaders tried to make it vogue in the mid 2010s. A decade ago I penned a two-part piece on what to do if Marketing Mayhem Got You Down? Maybe it’s time to master the Marketing Way (Part 1 and Part 2) and ran a two-part series by Brian Seipel (of Source One, which was acquired by Corcentric) on why you should Ditch the Pepsi Blues, Already: Become a Marketing Procurement Asset (Part I and Part II). By then Decideware was taking marketing magic to a whole new level, but still marketing procurement (and the best practices it could bring) was still being largely ignored, even when marketing needed procurement more than ever. (In fact, Marketing recognition of Procurement wasn’t until mid 2019, and within a year COVID had shut everything down.)

While marketing suppliers (i.e. advertising agencies) are often very different from custom manufactured part suppliers (i.e. factories), and the categories need to be managed differently because of that, in a world where supply chains are being broken daily by geopolitics, unrest, and natural disasters, both require agility, creativity, multiple relationships and multi-sourcing, risk monitoring, mitigation, and management, and the ability to react as needed. The underlying best practices required by both sides are similar in theory and the lessons each side can teach the other can make both sides stronger.

So, if you want to be a better Procurement Pro, think like a Marketer, and if you truly want to be an effective Marketer, include some Procurement thinking. (And read the full interview with Jeanette Hübsch.) Remember that value has a cost side as well as a revenue side and both parties MUST manage both.