According to this year's ProcureCon CPO Study, procurement is starting to exercise more influence over sourcing their organization's global marketing and translation services. Over half of CPOs say they play an active role right from the beginning of a project.

1. $
TOP 3 FACTORS CPOS CONSIDER
WHEN SOURCING GLOBAL
MARKETING SERVICES

2. Procurement’s role in
enabling the global
marketing strategy
This presents CPOs with a much stronger opportunity to build
long-term value compared to what they’ve known in the past,
when procurement was typically cost-driven and enlisted late in
the decision-making process.
According to this year’s ProcureCon CPO
Study, procurement is starting to exercise more
influence over sourcing their organization’s
global marketing and translation services.
Over half of CPOs say they play an active role
right from the beginning of a project.
02

3. 03
Let’s take a look at the three most important factors
CPOs consider when exploring services fit to meet
organizational goals.
So how are they taking advantage
of the opportunity?

4. 04
IN THE STUDY, RESPONDENTS WERE ASKED:
“How important, on a scale of 1-5, are the following
attributes when making marketing/translation
purchasing decisions?”
Here’s what the survey found.

5. 05
QUALITY
Respondents pinpoint the quality of a service provider’s work
as the most important of eight given attributes. 65% of
respondents consider quality the biggest factor in their
purchasing decisions, while only 9% feel neutral or consider
it least important.
Source: Charting the Technological and Strategic Transformation of the Procurement Department, ProcureCon, 2018
1 (MOST IMPORTANT) 2 3 (NEUTRAL) 4 5 (LEAST IMPORTANT)
1 (MOST IMPORTANT)
65% 65% 3% 3% 3%

6. 06
EXPERTISE
The runner up was expertise in a certain industry, which 46% of
CPOs deem the most important detail in their strategic decisions.
9% say they are unlikely to look for industry-specific capabilities.
Source: Charting the Technological and Strategic Transformation of the Procurement Department, ProcureCon, 2018
1 (MOST IMPORTANT) 2 3 (NEUTRAL) 4 5 (LEAST IMPORTANT)
46% 29% 16% 6% 3%

7. 23%
07
INNOVATION
Innovation came third in CPOs’ thought processes.
However, while only a small proportion of respondents
deprioritize innovation, as with the other two attributes,
the vast majority (40%) sit on the fence.
Source: Charting the Technological and Strategic Transformation of the Procurement Department, ProcureCon, 2018
1 (MOST IMPORTANT) 2 3 (NEUTRAL) 4 5 (LEAST IMPORTANT)
27% 40% 7% 3%

8. 08
Procurement’s commitment to value creation is
reflected in the fact that the three most commonly
cited must-haves in marketing and translation are
not cost-related. Instead, they all pertain to the
reliability of high-quality output from a supplier.
SO: VALUE TRUMPS COST

9. 9
That said, other factors
highlighted in the report—
including cost—haven’t been
forgotten. Along with the
references a supplier can
provide, these factors are
worth examining during
due diligence.

10. 10
To learn more about other attributes CPOs evaluated as
beneficial (or not so beneficial) to purchasing decisions,
download the full report:
Charting the Technological and Strategic Transformation
of the Procurement Department

11. About Lionbridge
Lionbridge enables more than 800 world-leading brands to increase market share,
speed product adoption and effectively engage customer in local markets worldwide.
We provide technical documentation, labor time, warranty and service information
development and validation, training development, engineering services, translation,
and application testing solutions that ensure global brand consistency, local relevancy
and technical usability across all touch points of the customer lifecycle.
Based in Waltham, Mass., Lionbridge maintains solution centers in 28 countries.
LEARN MORE AT LIONBRIDGE.COM
© 2018 Lionbridge. All Rights Reserved.