BTW EP 14: Targeted Social Impact: Exploring Often Overlooked Value with Paul Polizzotto

“Businesses are wasting more money than they're making.” This stark assessment from serial entrepreneur Paul Polizzotto frames a provocative question: what if procurement's greatest untapped opportunity lies not in negotiating better prices, but in redirecting the millions corporations already squander on ineffective sales and marketing spend?

In this episode of "Buy: The Way...To Purposeful Procurement," Paul Polizzotto, founder of Community AI and former CEO of EcoMedia (which was sold to CBS), joins co-hosts Philip Ideson and Rich Ham to explore how procurement can transform transactional moments into powerful engines for social impact - without paying a penny more for goods and services.

Paul's track record speaks for itself: at EcoMedia, he redirected over $600 million of incremental advertising revenues toward community projects, powering solar installations on schools and city halls (including making Miami's City Hall the first major municipal building powered entirely by renewable energy), while making CBS more profitable. The secret? Tapping into the 10-30 percent of gross revenues that Fortune 500 companies routinely waste on ineffective SG&A expenses.

The conversation reveals a fundamental misunderstanding about social impact procurement. 

While procurement teams worry about paying extra for "do-good" initiatives, Paul demonstrates how suppliers can fund meaningful community projects from their existing – and often wasteful – advertising, marketing, and event budgets. These are dollars that currently provide zero value, yet can be redirected to create measurable local impact while strengthening supplier relationships.

As Paul notes, 92 percent of CEOs surveyed by BCG believe that embedding social impact in procurement significantly elevates the function's importance and relevance within their organizations. If procurement seeks to demonstrate value beyond traditional cost savings, community impact offers a measurable, strategic pathway to C-suite relevance.

 

Links:

Paul Polizzotto on LinkedInRich Ham on LinkedInLearn more at FineTuneUs.com