How can procurement position itself as an ally to marketing?

New research suggests that 60% of digital marketing budgets are ineffectively spent. With digital marketing budgets on the rise and with procurement often playing a minimal role in helping organisations find and secure marketing services, (usually only entering the process when it becomes time to haggle over price); the problem looks set to worsen. So how can procurement position itself as an ally to marketing? This article offers some suggestions (http://insight.proximagroup.com/cmos-should-embrace-procurement), but I would be interested to hear yours. How do you position your procurement team as a true business partner and not an administrative burden?