When Kristine Morton's was first introduced to the flawed incentive structures plaguing much of corporate procurement, she said, "That all sounds stupid." Her blunt reaction reveals something profound: it is possible to build a procurement career without ever encountering the dysfunctional systems that dominate so many large organizations. In this episode of "Buy: The Way...To Purposeful Procurement," Kristine Morton, Director of Strategic Sourcing at Unleashed Brands, joins Philip Ideson and Rich Ham to demonstrate what procurement looks like when stakeholders demand proof, not promises. Working across franchise systems and private equity-backed companies, Kristine serves over 1,000 individual franchise owners who scrutinize every P&L line item. In her world, "savings" means money that actually hits the bottom line, not projections based on contract signatures. Every initiative undergoes rigorous testing before rollout, and continuous measurement ensures stakeholders receive exactly what was promised. In this episode, she explains the stark contrast between procurement theory and practice. While large corporations debate abstract incentive structures, Kristine focuses on operational empathy, which means understanding what makes franchise owners' lives easier, cheaper, or better. Her approach to category management is truly continuous. As Kristine puts it, "My vendor relationships don't end at contract signature. If I don't follow up and ensure our initiatives deliver what we promised, I won't learn when things don't work out." Kristine's leadership journey demonstrates that purposeful procurement doesn't require managing billions in spend. There's profound purpose in simply making efforts real and ensuring stakeholders get what they were promised. With this perspective, adoption is validation; if programs don't deliver value, business owners simply won't participate. Links: Kristine Morton Rich Ham on LinkedIn Learn more at FineTuneUs.com

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