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THE UNSPOKEN TRUTH BEHIND MARKETING GOVERNANCE

THE UNSPOKEN TRUTH BEHIND MARKETING GOVERNANCE. Insight, tools and encouragement to h elp you build an agile marketing system that flexes with the speed of business. Engelina Jaspers www.flexmarketingpro.com. If… marketing is a strategic business partner to the executive team.

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THE UNSPOKEN TRUTH BEHIND MARKETING GOVERNANCE

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  1. THE UNSPOKEN TRUTH BEHIND MARKETING GOVERNANCE www.flexmarketingpro.com

  2. Insight, tools and encouragement to help you build an agile marketing system that flexes with the speed of business Engelina Jasperswww.flexmarketingpro.com www.flexmarketingpro.com

  3. If…marketing is a strategic business partner to the executive team Then…marketing controls are as important to the future health of the organization as are financial controls www.flexmarketingpro.com

  4. “Marketing governance is not punitive.Rather, it is a frame that empowers and enables marketing professionals to self-govern.”Engelina Jaspers www.flexmarketingpro.com

  5. Distributed Marketing Model without Governance • Large number of budget owners • Limited visibility into spend • Lack of coordination • Limited leverage and repurposing of deliverables • Inconsistent metrics tracking and reporting Unit 1 Unit 2 Events Unit 3 Unit 4 Media Region 1 Creative Region 2 Region 3 Market Intelligence Function 1 • • • Function 2 • • • www.flexmarketingpro.com

  6. Distributed Marketing Model with Responsible Governance • Improved: • Marketing efficiency • Marketing effectiveness • Quality of output • Brand consistency • Overall cost savings Unit 1 Unit 2 Events Unit 3 Unit 4 Media Governance Improved Outcomes Region 1 Creative Region 2 Region 3 Market Intelligence Function 1 • • • Function 2 • • • www.flexmarketingpro.com

  7. Enabling Marketing Governance • Benchmark industry best practices on marketing investment mix • Implement governance and financial controls on your top 5 marketing spend categories • Re-evaluate financial spending authority limits • Implement an approved supplier list (ASL) • Provide transparency into each team’s marketing spend by category to encourage best practice sharing www.flexmarketingpro.com

  8. Implementing Marketing Governance(illustrative) Use of agencies Required approvals Budgetary limits Approval process Exception process Escalation process Benchmark ROI % through ASL vendors % of total annual spend www.flexmarketingpro.com

  9. ShareCommentApplyJoin Me! www.flexmarketingpro.com

  10. About FlexMarketing Pro Hello, I’m Engelina Jaspers and I’m a FlexMarketingpro. I created “The Marketing FLEX” to help smart marketers lay a more efficient, focused and accountable marketing foundation – one that can flex with the speed of business. I’ve been on a quest for marketing excellence for 30 years, working for some of the finest consumer and technology brands. The journey has honored me to work with forward-thinking marketers to build high-performing teams and supersize their marketing investments, to successfully lead a number of complex marketing transformations, and to drive a turnaround for my company’s sustainability efforts (that began with Greenpeace on our rooftop and culminated with being ranked #1 greenest U.S. company and #5 best global green brand two years later). If you’re ready to “up your game,” building a FlexMarketing capability can help propel your marketing goals and career. Join me at www.flexmarketingpro.com. www.flexmarketingpro.com

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