WFA Sourcing Forum (June 2024, Remote)

Sales enablement marketing relates to the lower-funnel activities utilised by brands to enable the purchase of goods/services - it can be a complex ecosystem, with local market intricacies to accommodate and various stakeholders to engage, presenting challenges for marketing procurement teams. This category often requires close collaboration between sourcing teams and the sales department, a unique dynamic that, based on industry experience, may necessitate marketing procurement to re-evaluate their role and the value they bring.

 The Sourcing Forum brought together members to discuss some of the current challenges being faced by marketing procurement teams in the sales enablement category and engage in a dialogue on what possible solutions to such challenges might look like (noting that this will be different for each individual organisation). This Sourcing Forum hosted 25 members, in a ‘warts-and-all’ format under Chatham House rule.

This was an invitation-only event, open to client-side marketing procurement professionals. The Sourcing Forum overview can be downloaded below.

For further details please contact Alice Tomlinson (a.tomlinson@wfanet.org) and to access the meeting overview, please download using the link below.