The next wave of marketing innovation is often driven by smaller, emerging players. In this fireside chat, hear how one organization has created pathways for smaller and diverse suppliers to win work, from tailored RFP processes to capacity-building support and fairer commercial terms. Listen to stories about what has worked, what hasn't, and how to measure impact beyond simple spend metrics. 

• Adjust commercial terms to balance fairness, risk, and long‑term partnership 
• Capture and report the benefits of working with smaller businesses, such as innovation and agility 
• Share lessons learned on what has and hasn't worked in opening doors to new players 

Marketing, procurement, and agencies share a common goal: growing the business. So why is procurement still so often viewed as the team that takes orders or cuts costsJoin Jim Akers for an interactive discussion on connecting top-line growth, bottom-line savings, and responsible marketing investment. Explore how stronger relationships across marketing, procurement, and agency teams can create shared accountability for results and help procurement articulate its contribution in language that resonates with the C-suite. 

• Align marketing, procurement, and agency partners around shared growth objectives, not just savings targets.

• Build a compelling C-suite narrative that connects procurement's decisions to business performance.

• Balance growth, efficiency, and responsible investment through clearer expectations and stronger partnerships.

As we close out ProcureCon Marketing, join fellow attendees and speakers for a lively, crowdsourced wrap-up session. This interactive discussion invites you to share your top takeaways, lessons learned, and new ideas from across the three days—connecting insights from every session, panel, and workshop. Leave energized, connected, and ready to champion marketing procurement's next wave of innovation and partnership.