Corporations must completely integrate its marketing processes in order to fully realize its growth potential and profitability. Corporations successful at integrating their marketing structure demand clear understanding of roles, responsibilities, and objectives at each organizational level, as well as , develop marketing strategies that improve targeting accuracy at the local, regional, and national level. This 30-page document can help executives integrate their marketing organizations in a way that more thoroughly serves their consumers.
- Clarifying Marketing Ownership and Responsibilities
- Balancing Standardization and Customization
Sample Best Practices
- Employ a system of checks-and-balances to create marketing alignment.
- *Company C uses a process of checks and balances to align marketing groups, remove bottlenecks and ensure that process hand-offs among marketing functions and between marketing and sales are handled efficiently.
- Define and differentiate roles, responsibilities and objectives of global, regional and local organizations.
- *Company D clearly defines the responsibilities of each of its operating components in achieving the primary corporate objective of accelerating global profitable growth.
- Create a marketing programs group to develop and formalize critical marketing processes.
- *Company G’s Marketing Programs Group is the third group under Worldwide Marketing. This group is responsible for developing and executing traditional marketing processes. The employees in this group are marketing experts, many of which are marketing veterans hired from other world-class marketing organizations.
The findings are based on a Best Practices, LLC benchmarking project that researched the most effective and innovative practices of companies across industries .