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Often times, corporate marketing departments find themselves between the proverbial rock and a hard place when it comes to developing a strategic marketing plan and bringing it to fruition. While the desire to design a well-thought out strategic marketing plan exists, resource and time constraints curtail companies from putting their marketing efforts in the strategic framework needed to guide them in carrying out their plans thereby ensuring success.
Often times, corporate marketing departments find themselves between the proverbial rock and a hard place when it comes to developing a strategic marketing plan and bringing it to fruition. While the desire to design a well-thought out strategic marketing plan exists, resource and time constraints curtail companies from putting their marketing efforts in the strategic framework needed to guide them in carrying out their plans thereby ensuring success.
Marketing Operations (MO) is an emerging discipline with the potential to significantly increase performance and accountability in complex marketing organizations. It leverages a strong front-end infrastructure to reinforce marketing strategy and back-end programs and tactics. This article identifies the characteristics that signal your organization's readiness for MO.
Satu pendekatan baru dalam latihan keusahawanan diMalaysia.
Pendekatan ini lebih kuantitatif lagi strategik.
Kemenangan dapat dipertingkatkan dalam pasaran bersaing sekarang.
ECR Europe Forum '05. Category Management in a limited data environment. Intr...ECR Community
Category Management in a limited data environment:
Category Management has been one of the most successful ECR tools over the past decade. At its core is what can be labour-intensive collation of accurate consumer information from many different data sources. But what if some data is missing? Learn how to maximize the benefits of Category Management in a limited data environment.
BC OAG Maturity of Computer Controls in5slidesTim Kirby
In this presentation, I summarise the May 2015 performance audit report by the British Columbia Office of the Auditor General into the Maturity Of Government’s General Computing Controls in 5 slides.
Presented at the Create Something Great workshop for the Douglas County School Distract in Colorado on October 21, 2014. This slidedeck provides a broad overview of web design practices.
Marketing Operations (MO) is an emerging discipline with the potential to significantly increase performance and accountability in complex marketing organizations. It leverages a strong front-end infrastructure to reinforce marketing strategy and back-end programs and tactics. This article identifies the characteristics that signal your organization's readiness for MO.
Satu pendekatan baru dalam latihan keusahawanan diMalaysia.
Pendekatan ini lebih kuantitatif lagi strategik.
Kemenangan dapat dipertingkatkan dalam pasaran bersaing sekarang.
ECR Europe Forum '05. Category Management in a limited data environment. Intr...ECR Community
Category Management in a limited data environment:
Category Management has been one of the most successful ECR tools over the past decade. At its core is what can be labour-intensive collation of accurate consumer information from many different data sources. But what if some data is missing? Learn how to maximize the benefits of Category Management in a limited data environment.
BC OAG Maturity of Computer Controls in5slidesTim Kirby
In this presentation, I summarise the May 2015 performance audit report by the British Columbia Office of the Auditor General into the Maturity Of Government’s General Computing Controls in 5 slides.
Presented at the Create Something Great workshop for the Douglas County School Distract in Colorado on October 21, 2014. This slidedeck provides a broad overview of web design practices.
ComBlu recently researched content maturity models and extrapolated information from multiple sources and augmented these findings with our own institutional knowledge.This infographic summarizes this research and presents a roadmap for growing content competencies inside organizations.
Nedávnou prezentaci "Sociální sítě aneb jak je využít pro vaši značku" (http://www.slideshare.net/hormart/sociln-st-aneb-jak-je-vyut-pro-vai-znaku) jsem mírně upravil, tentokrát s důrazem na firemní marketing.
Measuring Web Content Readability & Consistency - with VisibleThread Clarity ...Clarity Grader
Is your web content clear and consistent? Scan 1000s of pages of your web content in minutes and review any clarity and consistency issues.
We highlight hard to understand web copy, benchmark your web site against industry peers, and promote transparent web communications while eliminating hours of manual effort.
Customizable "control dictionaries" replace the highly manual process used today by marketing teams:
Education Institutions can check that course names are consistently represented, and college / university brand names are correct. Off brand dictionaries include unapproved or old course names.
Financial Institutions verify consistent representation of currency rates across their own & affiliate sites. Dictionaries in this context include search terms like"$", "£" etc.
Digital Agencies support client brand engagements and drive new client business. They build clarity league tables for sector competitors.
The Case for a Web Audit: Your 360 Degree Performance ReviewKathy McShea
Why would you want to do a Web audit and what is in it for you? Our Web governance and management audit takes a 360 degree review of your team's performance, putting everyone on the same page and giving you a roadmap to the future.
Best Practices for Structuring Your Web ContentBen MacNeill
We'll introduce the idea of the three parts of the modern web page structure - content, presentation and behavior - and focus on how to improve the structure of the content. We focus on the content structure because everything else will get stripped away as your content moves across the web. When your page is accessed by mobile devices, feeds and search engines all that matters is your writing and the html markup. Make them count.
Website Governance: Tips for Defining a Successful StrategyPercussion Software
In this presentation, Tony Poillucci, Vice President of Strategy and Creative from VisionPoint Marketing will address content creation and publication across various levels of responsibility for content creators, editors and unit leaders, among many others.
Learn more at: http://www.percussion.com
Issues with Web Governance loom large in many organisations.
But confusion about how to structure Web Teams means it is ignored - often to great cost.
This must stop! Find out how to create a Web Team for a site of any size.
Small business consultant performance appraisalmartinnick967
Small business consultant job description,Small business consultant goals & objectives,Small business consultant KPIs & KRAs,Small business consultant self appraisal
Investors in Risk Management provides expert-driven risk maturity assessment services to assess and improve the risk management maturity using our Risk Management Maturity Model (RMMM) to mitigate the impact of uncertainty on business objectives.
Using the Integrated Performance Solution (IPS), a client has created a new marketing campaign management blueprint and road map. The IPS developed by George B. Lampere provides a collaborative and integrated approach to align the people / organization, business processes, technology, and information / knowledge management. For more information, contact glampere@glampere.com
Strategic Supply Chain Management : The use of Metrics To Drive Business Success from “The 5 Discipline For Top Performance in Strategic Supply Chain Management"
Strategic Supply chain management has a huge impact on our day to day business, and Good SCM strategic can directly improve our customer service and the bottom line of the company. Strategic supply chain is an iterative process that evaluates the cost- benefit trade-offs of operational components that involves leveraging the core competencies of the organization to achieve a defined high-level goal or objective. As a Master in Industrial Engineering Candidate, i am delighted to share with all of you some insights from my discussion with the Lecturer Bpk. Dr. Dadang Surjasa, S.Si, MT Dadang Surjasa, to make you even more understand about the impact of strategic SCM in a business, especially the use of Metrics to Drive your business success. I hope this information will be useful for the readers to gain more insights about supply chain management it self. Have a great day everyone!
The Impact of COVID-19 in B2B MarketingDemand Metric
In Q2 2020, we asked marketing leaders at mid-sized B2B companies in the USA abouthow the COVID-19 pandemic has impacted their plans for the year.
Here’s what we found.
In 2018, Return Path and Demand Metric partnered to study the state of email marketing to equip marketers with data and best practices to improve the use of email.
Engagement is the key to getting email into subscriber inboxes. This relationship to deliverability made engagement a logical next candidate for the study. Return Path and Demand Metric partnered again to study engagement and its relationship to email deliverability.
Infographic Vidyard Video Marketing 2018Demand Metric
For far too long, the emphasis on video content marketing has been on production quality; the higher the quality, the more marketing value a video is presumed to have. While quality is certainly an important aspect of video content, producing quality video does not guarantee video content marketing success. Success is very much a function of how well video content and viewing data integrate with the marketing technology stack, and how the sales team leverages the intelligence. In this fifth annual video content marketing report, Demand Metric and Vidyard partnered on research to better understand the use of video for sales and marketing, how performance is being measured, and what impact video is having. This study’s focus is on the use of video in marketing, the maturity indicators such as measuring video content performance, and how video viewing data is integrated with marketing automation platforms (MAP) and customer relationship management (CRM) systems. This report shows what progress, if any, has been made in the fifth year of this study. These study results provide insights and data useful for helping marketers get the highest possible return on their video content investment.
Download the PDF: https://www.demandmetric.com/content/digital-marketing-best-practices-report
It has been said that “All Marketing is Digital Marketing.” And with good reason! In the last decade (or less), the marketing environment has been transformed.
Marketing has moved from an environment in which traditional marketing, brick and mortar storefronts and Digital Marketing options all competed for the time, attention and resources of the marketing department to one in which Digital Marketing reigns supreme – with an occasional nod in the direction of the storefront, or traditional marketing (direct mail, print advertising, etc.)
One of the biggest challenges of Digital Marketing is the speed of which it has taken over the marketing organization, often in an ad hoc, uncoordinated fashion.
Demand Metric’s research has consistently shown that Digital Marketing has a very significant and positive impact on the organizations that are employing it when they do so by following best practices and processes in a coordinated, holistic approach.
In this Best Practices Report on Digital Marketing we will cover the Digital Marketing landscape in five distinct categories - Content Marketing, Social Media Marketing, Mobile Marketing, Video Marketing and Public Relations
Download the PDF: https://www.demandmetric.com/content/content-marketing-solution-study
Our Content Marketing Solution Study presents the insights, landscape and vendors within the content marketing space. Demand Metric defines content marketing as the strategies, processes and software technology that enable marketing departments to automate, measure and improve the performance of marketing strategies, activities and workflows.
These strategies and activities include: Email Marketing, Multi-channel Campaign Management, Inbound/Search Marketing, Landing Pages, Lead Generation, Lead Management, Lead Scoring, Lead Nurturing, Social Marketing, Marketing Resource Management, Event Management, Engagement Marketing and Marketing Analytics.
The three foundation functions of marketing automation systems are – email marketing, campaign management and lead management. While the most advanced and sophisticated marketing automation systems have extending capabilities far beyond this base, these functions are core to a Marketing Automation system.
Download the PDF: https://www.demandmetric.com/content/seo-technology-overview
SEO is no longer just about search.
In fact, SEO, which in its early days focused primarily on keywords
(finding, optimizing, ranking), is now a baseline factor of a broader Internet
Marketing strategy across the Enterprise.
This new SEO-driven market segment that has been called Web
Presence Management (WPM) is based on the reality that keywords no
longer drive search results, but rather optimized content does.
As the SEO market matures, quality measures, such as reputation, trust,
content relevance and author authority, are replacing the old quantity
metrics, such as keyword rankings and link volume.
Advanced SEO solutions now weigh campaign performance metrics
(based on brand building, site traffic and conversion) more heavily than
keyword rankings.
This reality is based on changes in the way customers search, the
increasingly integrated omni-channel marketing environment and,
most notably, changes to Google’s Search Engine Results Page (SERP)
algorithms that favor page content freshness, density and content-rich
media over standard keyword search.
All of this means that Modern Marketing Organizations (MMOs) must
re-evaluate their SEO strategies, processes and campaigns.
In this report we will examine the state of the market, share results from the
SEO Benchmark Study, evaluate the strengths and weaknesses of 15 top
SEO solutions in our vendor landscape to help organizations choose the
best solution for them, highlight the current trends in SEO that will have an
impact on Enterprise SEO initiatives and provide some recommendations
for the way forward as SEO is redefined right before our eyes.
Demand Metric defines Search Engine Optimization Platforms
as those frameworks, tools and technologies that use searchrelated
functionally to secure high visibility and web presence
for brands, products, services and companies through the use
and management of elements, such as keywords, links, content
relevance and social signals tracking.
In its fourth year, this report on video marketing metrics highlights best practices including video hosting to how video viewing integrates with the sales funnel.
Formalizing the Sales Support Function How-To GuideDemand Metric
Executive Summary
At the highest level, the Sales Support function is responsible for ensuring that the Sales & Marketing departments have the tools, resources, and systems they need to achieve current and future sales revenue targets.
Read this brief 2-page guide to learn:
Director of Sales Support Roles & Responsibilities
Action Plan for formalizing the sales support function
Read this report to learn how to assess your current level of effectiveness, and if necessary, hire an experienced Director of Sales Support.Download our Director of Sales Support Job Description to get started!
Demand Metric's How-To Guides are designed to provide practical, on-the-job training and education and provide context for using our premium tools & templates. If there is a topic that you would like to see covered, please contact us at info@demandmetric.com (link sends e-mail) to make a content request.
How to Launch a Mobile App Guide How-To GuideDemand Metric
Executive Summary
A mobile app is a software application designed for smartphones, tablets and other mobile devices that has been built on a mobile operating system such as iOS, Android, Blackberry and Windows.
Mobile apps were originally developed for productivity and information retrieval. Today, over 91% of all U.S. citizens have their mobile device within reach 24/7 (Morgan Stanley). The rising use and accessibility of mobile phones has influenced many companies to enter this growing market with new and innovative use cases.
This How-To Guide discusses the benefits of creating a mobile app, things to consider before building a mobile app and an action plan to help you launch your new app.
Read this brief 5-page guide to understand the following:
Benefits of creating a mobile app
Things to consider
Action plan for launching your mobile app
Demand Metric's How-To Guides are designed to provide practical, on-the-job training and education and provide context for using our premium tools & templates. If there is a topic that you would like to see covered, please contact us at info@demandmetric.com (link sends e-mail) to make a content request.
Getting Started with Agile Marketing How-To GuideDemand Metric
Executive Summary
Agile Marketing is a method for planning and executing a marketing plan borrowed from the world of software development. Instead of long, “waterfall” methods of development that too often result in delayed or out-of date products launching later than planned, the Agile method follows a simple process of build, measure, and learn. Marketers all over the world are adopting this method to the extent that 2013 has been dubbed “the year of Agile Marketing".
This How-To Guide defines why Agile Marketing is important and outlines its key principles and identifies and action plan for getting started.
Read this brief 5-page guide to understand the following:
How to apply agile methods to marketing
Important terminology
How Agile Marketing is currently being used
Demand Metric's How-To Guides are designed to provide practical, on-the-job training and education and provide context for using our premium tools & templates. If there is a topic that you would like to see covered, please contact us at info@demandmetric.com (link sends e-mail) to make a content request.
Entering the European Market Successfully How-To GuideDemand Metric
Executive Summary
Leaving your domestic comfort zone to operate in another country or even continent requires careful planning. Expanding into new geographical markets is very exciting, but also very nerve-wracking. Any firm considering entering into international business transactions must understand that doing business abroad is not a simple task. It is stimulating and potentially profitable in the long-term but requires much preparation and research prior to the first transaction.
Europe is probably the most heterogeneous continent on our globe, making understanding market potential more challenging than in more homogeneous markets. Because of the European Union, it’s tempting to view Europe as a single market. In reality, you must consider each country as a market, because each country has a different mix of history, culture, language and business etiquette.
This How-To Guide will describe the steps required to successfully expand into the European market.
Read this 7-page guide to understand the following:
Understand market potential
Identify product-market comibinations
Identify a local partner
Launch and start selling
Demand Metric's How-To Guides are designed to provide practical, on-the-job training and education and provide context for using our premium tools & templates. If there is a topic that you would like to see covered, please contact us at info@demandmetric.com (link sends e-mail) to make a content request.
Driving SEO with Press Releases How-To GuideDemand Metric
This How To Guide will explain how press releases can boost SEO efforts, how to write press releases for SEO, the pros and cons of doing so and conclude with an action plan on using press releases in your SEO efforts.
For decades, press releases were the basic building blocks of a public relations strategy. A company that wanted press coverage would write and issue a press release. The more skilled the company was at media relations, the better this strategy worked. Press releases still serve this purpose, although a new and important use of press releases has evolved as a tool for Search Engine Optimization (SEO).
For companies whose websites are key to revenue generation, the SEO benefits are the primary motivation for writing and issuing press releases. If releases also produce favorable media coverage, that’s viewed as a bonus. The benefits of this SEO strategy result from the links a press release can produce back to the issuer’s website. These links are known as backlinks. The more external, authentic backlinks a website has pointing to it, the higher it ranks on a Search Engine Results Page (SERP). While this strategy is conceptually simple to grasp, executing it effectively requires some insider knowledge of both media relations and SEO.
Read this brief 8-page guide to understand the following:
How press releases boost SEO
Writing press releases for SEO
The pros and cons of a press release SEO strategy
Using press releases in your SEO efforts
Demand Metric's How-To Guides are designed to provide practical, on-the-job training and education and provide context for using our premium tools & templates. If there is a topic that you would like to see covered, please contact us at info@demandmetric.com to make a content request.
Calculating Customer Lifetime Value How-To GuideDemand Metric
Executive Summary
This How-To Guide details the definition of customer lifetime value (CLV), the advantages of calculating CLV and the standard formula for calculating CLV.
Common sense tells us that the longer a customer is in relationship with a company, the more profitable that customer relationship is. However, many companies put the emphasis on new customer acquisition and not enough effort is made to retain existing customers. This is a mistake, because the financial impact of retaining customers is substantial: companies can increase profits by as much as 100% by retaining just 5% more of their customers. For these reasons, CLV is a crucial metric that most organizations overlook mainly because its definition and purpose are not entirely known. Understanding the monetary value each customer represents to your organization can help you budget correctly for your business needs, strategically plan your marketing initiatives and improve long-term relationships with your customer base.
Read this brief 4-page guide to learn about:
Customer Lifetime Value
The advantages of calculating CLV
The standard formula for calculting CLV
Use the Customer Lifetime Value Calculator to get started!
Demand Metric's How-To Guides are designed to provide practical, on-the-job training and education and provide context for using our premium tools & templates. If there is a topic that you would like to see covered, please contact us at info@demandmetric.com (link sends e-mail) to make a content request.
Lead Scoring: Five Steps to Getting Started How-To GuideDemand Metric
Executive Summary
This How-To Guide will help marketers score leads by showing how to set up a simple lead scoring system and then refine it over time.
Lead scoring applies mathematical formulas to rank potential customers. It is chiefly used to identify prospects that are ready for direct sales contact. Because the calculations are automatic, the scores are consistent, current, and can include more variables than any manual assessment. This saves marketers work, ensures that all qualified leads are sent to sales promptly, and keeps non-qualified leads out of the sales system.
Read this brief 11-page guide to learn about:
The case for lead scoring
Setting up a simple lead scoring system
Refinements to improve results over time
Companies that follow this process will quickly gain immediate benefits from lead scoring and have a solid foundation for future growth.
Demand Metric's How-To Guides are designed to provide practical, on-the-job training and education and provide context for using our premium tools & templates. If there is a topic that you would like to see covered, please contact us at info@demandmetric.com to make a content request.
Executive Summary
Social media are now part of every business and consumer activity, joining telephone, Web, broadcast, and face-to-face interactions as primary communication channels. This means that all marketing, sales, and service organizations should include social media as part of their basic activities. Yet social media are still new enough that many organizations are still struggling to learn how to use them, while others are learning how to use them most effectively.
This How-to-Guide provides an overview of social media applications and emerging best practices for deploying social media at your company.
Read this 9-page guide to learn:
The definition of social customer relationship management (CRM)
The main functions needed for social CRM
The vendor landscape for social CRM
Social CRM best practices
Demand Metric's How-To Guides are designed to provide practical, on-the-job training and education and provide context for using our premium tools & templates. If there is a topic that you would like to see covered, please contact us at info@demandmetric.com (link sends e-mail) to make a content request.
Executive Summary
This How-To Guide will explain the components of a Marketing Resource Management (MRM) system, provide an action plan for deployment, and conclude with a plan for implementation.
Marketing Resource Management (MRM) systems control the administrative processes that support customer-facing marketing programs. This distinguishes MRM from marketing execution systems that store customer databases and deliver marketing messages through email, Web ads, and other channels. MRM may be sold independently or as a component of comprehensive marketing management systems which also provides execution.
MRM functions fall into two primary clusters. The first involves functions related to company-level marketing management, including program planning, scheduling, budgeting, and cost reporting. The other cluster relates to program management, including task lists, purchasing media and materials, and content creation, approvals, storage, and distribution. Some MRM systems specialize in a few of these functions. Others specialize in additional functions such as customizing content for local offices or dealers or in marketing reporting and analysis. Systems may also be tailored to specific industries or companies of a certain size.
Companies buy MRM systems when their marketing programs become too complicated to run in a less systematic fashion. This, along with the systems’ high cost, originally meant that MRM was used almost exclusively by large marketing organizations with hundreds of marketers in multiple offices. More recently, the growth of digital marketing has meant that even small marketing organizations need to manage many different programs and content versions across multiple channels, and to introduce new versions more quickly. This expanded complexity has rarely been accompanied by a corresponding expansion of staff, adding to the pressure for more efficient operations. At the same time, costs have decreased as MRM capabilities were added to integrated marketing suites and as stand-alone MRM products became available as vendor-hosted services (Software as a Service, or SaaS). The result has been increased use of MRM systems among companies of all sizes.
Read this 7-page guide to learn about:
The components of a Marketing Resource Management (MRM) system
An action plan to deploy an MRM system
How to implement an MRM system
Demand Metric's How-To Guides are designed to provide practical, on-the-job training and education and provide context for using our premium tools & templates. If there is a topic that you would like to see covered, please contact us at info@demandmetric.com (link sends e-mail) to make a content request.
Welcome to the Program Your Destiny course. In this course, we will be learning the technology of personal transformation, neuroassociative conditioning (NAC) as pioneered by Tony Robbins. NAC is used to deprogram negative neuroassociations that are causing approach avoidance and instead reprogram yourself with positive neuroassociations that lead to being approach automatic. In doing so, you change your destiny, moving towards unlocking the hypersocial self within, the true self free from fear and operating from a place of personal power and love.
1. How To Guide
Measuring Marketing Governance Maturity
Executive Summary:
Governance refers to formal management processes engaging cross-
functional steering committees for strategic planning, project
prioritization, and performance measurement initiatives.
For many large enterprises, Sarbanes-Oxley has been the catalyst for
implementing and refining these business processes.
Advanced Marketing professionals are capitalizing on the Governance
function by adopting their own formal processes to plan, select projects,
and monitor performance. By adopting Best Practice Marketing
Governance processes, you can better:
Align your strategy and project selection with the business’
goals and objectives;
Gain C-Level buy-in; and
Measure project success using standardized tools and
methodologies.
Most North American mid-sized companies do not have a mature
marketing governance process in place. Use this report to learn the Best
Practices for Marketing Governance and follow the step-by-step action
plan to set up and maintain this function in your organization.
www.demandmetric.com Call a Principal Analyst:
(866) 947-7744
2. 2
Table of Contents Page
Introduction 3
Benefits of Marketing Governance 3
The Capability Maturity Model 4
The COBIT Standard 5
Establishing a Governance Benchmark 6
Developing Marketing Governance 6
Maintaining Best Practice Governance 7
Conclusion 7
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3. 3
Introduction
Marketing has the unenviable reputation as the line of business that is
not held accountable for achieving specific, measurable, bottom-line
results. Finding a bean counter that does not view Marketing as a cost
center - producing intangible results - is a daunting task.
One of the primary reasons for this is the notable absence of a
Marketing Governance function in most organizations. This lack of
structure has led to decreased confidence among senior level peers,
reduced budgets, and a feeling around the boardroom table that
marketing should not be involved in “strategic” decisions. Establishing a
culture for Marketing Performance Management (MPM) requires that
sound infrastructure is in place for evaluating decisions and results.
What is Marketing Governance?
Marketing Governance is a structure of processes, procedures, and
policies used to optimize the management of Marketing functions.
What are the benefits?
Aligned business & marketing strategy
Goals & Objectives map to quantifiable metrics
Increased accountability & support from senior management
Ability to execute integrated multi-channel campaigns
Established decision-making & prioritization processes
Ability to measure marketing performance
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(866) 947-7744
4. 4
The Capability Maturity Model
In order to improve an organization’s marketing function it is important
to understand the maturity of its current processes and procedures. The
Capability Maturity Model (CMM), originally designed by Carnegie Mellon
University as a method for improving Software Engineering Process
Management, can be used to assess the maturity of other business
processes including Marketing Governance.
CMM (see diagram below) helps organizations understand and deploy
Best Practices related to process management. Since governance is a
business process, it can be plugged into the CMM model to provide a
benchmarking tool for companies wishing to systematically improve
organizational maturity in this area.
www.demandmetric.com Call a Principal Analyst:
(866) 947-7744
5. 5
The COBIT Standard
Another management tool that can be used to develop and refine
Marketing Governance is the COBIT standard. Developed by the IT
Governance Institute to help IT organizations address Sarbanes-Oxley
regulations, COBIT is a Best Practice framework for process
management that can be easily adapted for Marketing Governance.
Use the summarized & adapted COBIT framework below to understand
the Marketing Governance process management maturity levels.
For more information on COBIT, please consult: www.isaca.org/cobit/
Level 0 – Non-Existent: No senior management oversight of
Marketing activities.
Level 1 – Initial/Ad Hoc: Regular governance practices such as
review meetings, creation of performance reports, and
investigation into problems take place, but rely mostly on the
initiative of the Marketing management team.
Level 2 – Repeatable/Intuitive: Senior management is involved
only when there are major problems or successes. The
measurement of Marketing performance is typically limited to
technical measures and only within the Marketing function.
Level 3 – Defined Process: Specific procedures for management
covering key governance activities have been developed. These
include regular target-setting, reviews of performance, and
project planning and funding for any necessary Marketing
improvements.
Level 4 – Managed & Measurable: Target-setting has developed
to a fairly sophisticated stage with relationships between
outcome goals in business terms and Marketing process
improvement measures now well understood.
Level 5 – Optimized: The Marketing governance practices have
developed into a sophisticated approach using effective and
efficient techniques. There is true transparency of Marketing
activities, and the board feels in control of the Marketing
strategy.
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6. 6
Establishing a Governance Benchmark
Developing Marketing Governance Review the Capability Maturity Model
in conjunction with the summarized COBIT Standard to identify what
level of maturity best describes your current state of Marketing
Governance.
Once you understand your current state, look at what processes and
procedures are required to move your organization to the next maturity
level. These points can be used as goals & objectives that guide your
steering committee.
Developing a Governance Benchmark
Follow this step-by-step action plan to adopt Marketing Governance:
Understand the value of Marketing Governance
Determine your organization’s current maturity level
Establish sponsorship from the senior management team
Build cross-functional steering committee of key executives
Hold kick-off meeting & schedule quarterly conferences
Set goals & objectives for improving Marketing Governance
Determine how marketing results will be measured (ROI etc)
Assign action items to the appropriate attendees
Manage allocated responsibilities on a proactive basis
Conduct next meeting to track achievement of objectives
Use Demand Metric's Steering Committee Charter Template to set
the direction and ground rules for your committee.
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7. 7
Maintaining Best Practice Governance
Marketing professionals at mid-sized enterprises need to be disciplined
and keep their colleagues committed to governance. Holding quarterly
meetings to measure results on Marketing initiatives is a great way to
engage C-level executives and improve the profile of the marketing
function in the organization.
Use Demand Metric’s Meeting Agenda Template and Meeting
Minutes Template at each meeting. Make sure to distribute the agenda
to attendees before the meeting to facilitate the discussion. Periodic e-
mail updates on progress keeps the steering committee in-the-loop
with regard to their agreed priorities.
Demonstrate leadership by introducing standardized corporate
performance measurement systems like the Balanced Scorecard, which
is much more effective than ROI to illustrate how Marketing adds value,
and ensures Customer-Centricity is at the top of every executive’s
mind.
Conclusion
Governance is critical for improving marketing performance and
increasing the strategic role of the marketing function to the
organization. It establishes a framework for aligned decision-making and
results-driven action. Do not delay adopting these Best Practices in your
Marketing department.
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(866) 947-7744