Telling a Compelling Procurement Story with Alex Ball

By Kelly Barner | March 20, 2024

Marketing requires a combination of data and storytelling to motivate people to take a desired action, whether that is making a purchase, supporting a cause, or providing their email address. Procurement can leverage a marketing-esque combination of information and storytelling to build consensus, increase influence, and even control the narrative when plans go awry.

In this episode of The Sourcing Hero podcast, Host Kelly Barner welcomes Alex Ball. Alex has spent most of his career in marketing and demand generation, helping companies connect with and engage their target personas. He has also had the opportunity to work with procurement and has seen some ways that his marketing knowledge can be applied inside of companies to increase procurement’s influence.


In this interview, Alex applies his experience in marketing to some of the most common situations and challenges faced by procurement:

  • Sharing information beyond the numbers to better represent procurement’s true impact
  • Winning over skeptics and new team members to the advantages of working with procurement
  • Adding healthy self-promotion of procurement’s internal messaging without coming across as arrogant or boastful


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