John Wanamaker once commented, “I know half the money I spend on advertising is wasted; the trouble is I don't know which half.” Likely this is often said of marketing as a whole - and in fairness, applies to other business functions as well. Have you struggled with this conundrum when considering your sourcing options for marketing spend? Proper mechanisms to track performance, ROI, and effectiveness need to be in place to ensure that the money spent is adding value and not being spent because you have always done it that way.
Last October I attended the Sourcing Industry Group (SIG) Global Summit in Carlsbad, California - an event I have attended more than 40 times over the last 25 years. Why? Because professionally, it is truly worth the time and treasure required. Because of its strict “no selling” and supplier code of conduct agreement, attendees can freely collaborate and discuss topics without waiting for a vendor to start their sales pitch. Unlike traditional trade show vendor-fests, SIG attendees are typically about 75% buyer, 20% supplier and 5% advisor.
The Register likes to put the boot in when they comment on IT stories, so it was no surprise to see a recent feature about Fujitsu in which The Register summarised that Fujitsu needs to "get a move on" if they are going to transform their business to meet the expectations of customers today.