The print management firm’s research also indicates that only 50% of print buyers keep reasonable levels of data on their marketing spends and that over 70% of companies are not measuring their supplier performance in this area.
Out of the 270 global enterprises that took part in the survey, only 20% achieved ‘best-in-class status’ in relation to their marketing spend and review strategies.
These firms were able to show a competitive bidding process for marketing jobs and had standardised processes and policies on procurement of marketing materials and services.
Out of the remaining firms, 50% achieved an industry average standard and 30% were considered to have poor performance in this area.
Print buyers are not optimising their marketing spend
Only 20% of companies have purchasing departments in control of the marketing budget, according to research by HH Associates and the Aberdeen Group.
