The original article was published on Mediapost.
Procurement marketing data aggregator RightSpend and in-house agency consultant InnerGroup™ have formed a partnership designed to show companies how to boost efficiencies within their marketing operations.
The partnership will apply RightSpend data to InnerGroup’s proprietary framework (Inner8™), which assesses drivers of in-house agency performance. The resulting insights, the partners say, will show clients how to close gaps in process, resource, and technology.
The partners say clients can expect to free up 20% of their overall marketing budgets for investment while increasing speed to market through AI-powered creative workflows. That in turn will help in-house agencies attribute spending to outcomes more accurately and deliver on both performance and procurement measures, per the companies.
“We’re out to help clients react, and adapt smarter, and faster,” said Fred Schuster, CEO of InnerGroup.
“So, we’re giving them the most accurate, up-to-date view of spending and effectiveness in critical performance areas with the capability to scale what works, fix what doesn’t, and free up teams to accomplish more.”
“This opens the possibility of proactive procurement by shifting the conversation from how to divest to where to invest,” added Iain Seers, CEO of RightSpend.
“The real value opportunity comes when we combine our clarity on scopes, pricing and performance with InnerGroup’s perspective, systems, and talent to design more effective internal operations.”
While media investments benefit from increasingly sophisticated and systematic performance evaluation, there hasn’t been a framework to measure the value of the internal marketing engine, until now.
“This is an important evolution,” said David Clevenger, Head of Sourcing and Advisory at Allegis Global Solutions.
“A common language of value can bridge the divide between marketing and procurement and empower marketing leaders to manage operations with inherent financial discipline. Procurement doesn’t have to micromanage, and marketing can move faster, because efficiency is built in.”
About InnerGroup
InnerGroup, an EKCS company, is a global in-house marketing operations company that partners with brands to help them achieve operational excellence by advising, activating, and accelerating their internal marketing organizations. InnerGroup combines dedicated marketing operations advisors with flexible access to offshore content creation, specialty services network, and the company’s proprietary AI technology platform, Mediaferry®.
About RightSpend
RightSpend provides global brands with a new, data-driven approach to marketing procurement. Its proprietary SaaS platform delivers unmatched transparency into agency pricing and scope efficiency across disciplines, regions and deliverables. Clients include seven of the top ten global advertisers and over 30 of the top 100 marketers worldwide.
