How can we elevate the reputation of our profession and its people?

Most procurement professionals I know do the right thing and uphold a good reputation. Yet after a recent conversation with somebody who works on the other side of the table with procurement representatives across the world I heard a very different impression. One that did not make me so proud. CIPS rightly advocates for qualifications, ethics and standards, but what else do we need (to be doing) to elevate the reputation of our profession and its people, everywhere.