How Procurement is Reshaping Marketing Spend for Greater Impact in 2025

In 2025, marketing procurement will be a strategic powerhouse driving innovation, efficiency and value across the entire marketing ecosystem. 

As companies navigate a rapidly evolving landscape of technology, data and consumer behavior, marketing procurement professionals are stepping into this pivotal role. But what does this mean for the future of marketing spend, and how can procurement teams rise to the challenge? 

The Changing Face of Marketing Spend 

In 2024, companies allocated an average of 7.7% of revenue to marketing, down from 9.1% in 2023. This shift reflects a growing emphasis on efficiency and ROI. But with global paid advertising spend expected to surpass $1 trillion in 2025 — growing at 7.2% — marketing procurement teams must ensure every dollar is spent wisely. 

Here’s the breakdown of where marketing budgets are going: 

• 27.9% to paid advertising 
• 23.8% to marketing technology 
• 22.6% to labor 
• 22% to agencies 

The challenge? These spend buckets are being reshaped by major trends in technology, data and channel evolution. And marketing procurement is at the heart of this transformation. 

Why Marketing Procurement is More Critical Than Ever 

Marketing procurement is no longer a back-office function. It’s a strategic partner to marketing teams, helping them navigate complexity, mitigate risks and unlock value. Here’s how: 

1. Navigating the MarTech Saturation Point 

The marketing technology landscape is saturated. Many brands are burdened with technology debt—overbuying tools they don’t fully utilize. 

In 2025, the focus will shift from acquiring new tools to optimizing existing investments. 

Marketing procurement can lead this charge by upskilling talent to maximize tool utilization, automating workflows to improve efficiency and enhancing integrations across the tech stack. By doing so, procurement ensures that marketing teams get the most out of their tech investments without adding to the debt. 

2. Driving Data Quality and Integration 

Data is the lifeblood of modern marketing. But with the deprecation of third-party cookies, brands are investing in first-party and zero-party data, data clean rooms, and composable CDPs to create a single source of truth. 

Marketing procurement plays a key role here by: 

• Identifying and negotiating partnerships for data-sharing via clean rooms and retail media networks (RMNs) 
• Ensuring data privacy and compliance 
• Building a foundation for better segmentation, analytics, and generative AI applications 

3. Embracing Generative AI 

Generative AI is poised to change marketing, but its application is still nascent. In 2025, marketers will enter a test-and-learn phase, exploring use cases like content generation, data mining, and campaign optimization. 

For procurement, the challenge is twofold: Valuing generative AI in agency and technology contracts and mitigating risks associated with AI inaccuracies and scalability. By staying ahead of the curve, procurement can help marketing teams harness the power of AI while minimizing risks. 

Also Read: Embracing Generative AI for Procurement and Supply Chain 

The Procurement Playbook for 2025 

To thrive in this dynamic environment, marketing procurement professionals need a strategic playbook. Here are the key moves: 

Invest in Programmatic Expertise 

Programmatic buying is expanding beyond search and display to include CTV, RMNs, audio, and even out-of-home advertising. Procurement teams must deepen their understanding of these ecosystems to ensure cost-effectiveness and performance. 

Foster Data-Sharing Partnership 

Clean rooms and RMNs offer privacy-safe ways to enhance data quality and monetize data assets. Procurement can take the lead in negotiating these strategic partnerships, adding value to the organization. 

Optimize Influencer Marketing 

Influencer marketing is shifting toward authenticity, with micro- and nano-influencers forging genuine connections with niche audiences. Procurement can develop frameworks to improve influencer sourcing, deal terms, and risk mitigation. 

Centralize Event Operations

Events are becoming more aligned with marketing goals, leveraging AI and VR to create immersive experiences. Procurement can centralize operations to balance quality and cost, ensuring high ROI. 

Address Sustainability Challenges

While sustainability remains important, political tensions and the high energy consumption of generative AI are pushing it to the back burner. Procurement can collaborate with suppliers to reduce energy consumption and emissions. 

Also Read: Sustainable Procurement Benefits Challenges and Best Practices 

Building Trust: The Ultimate Goal 

Amidst all the technological advancements, one thing remains constant: Trust is the foundation of marketing success. Consumers demand transparency, ethical data use, and authentic storytelling. Marketing procurement can play a key role by identifying partners who share the brand’s values and understand the importance of building trust. 

In 2025, marketing procurement will be more than a support function—it will be a strategic enabler of marketing success. By embracing emerging technologies, optimizing marketing spend, and fostering trust, procurement professionals can help their organizations navigate the complexities of the modern marketing landscape. 

Read the GEP Spend Category Outlook Report 2025 for detailed marketing procurement strategies.