Modern marketing procurement is evolving fast, shifting from a cost-control function to a strategic partner focused on long-term value, innovation, and measurable impact. In this guide, we break down the procurement personas agencies are most likely to encounter—and the negotiation strategies that work with each. As brands move toward outcome-based compensation models, agencies that understand procurement’s motivations and lead the value conversation will be far better positioned to protect margins and build stronger partnerships. This is your roadmap to navigating procurement confidently and on your terms.