This survey is an initiative of WFA’s Global Sourcing Boardand and aims to support WFA members in upskilling and reskilling their marketing procurement teams.
Please note that this research is WFA member only content. If interested in WFA membership, please get in touch with our membership team.
The data comes from a voluntary online survey conducted between August and September 2024. Respondents are all in marketing procurement leadership roles, with 72% of them having a global remit. 54 multinational companies participated. Over three-quarters have had their marketing procurement departments active within the broader marketing category for five years or more. The results were compared to this WFA survey, conducted in 2020.
“Skills are the new currency, average is the enemy”
1 in 2 do not feel future-fit
The skills required for the future might not be mastered yet
‘Tactical teams’ could become irrelevant using AI
A rise of global teams could put local teams at risk
Marketing procurement teams are getting more diverse
A lack of qualified candidates is a key challenge today
