Fraz Baig

Recent research by the WFA has indicated a need for improved and expanded metrics to better reflect marketing procurement’s role and contribution. This need is exasperated by the perceived gap between target setters and marketing objectives, frustrating procurement teams tasked to deliver on blunt objectives.

This fireside chat, led by a CPO with a passion for marketing, will talk through how you can help influence and change these metrics by

• Better leveraging your leadership to help define the role and contribution to the organization
• Becoming an effective partner with their CPO and other category peers
• Gaining the trust of your leadership to provide guidance on marketing investments