Mission and Vision

The situation
Marketing is one of the most critical elements of your organization or company. Strangely enough, it is also one of the first business functions to get hit when budgets are cut. Marketing is becoming increasingly more complex due to shorter product life cycles, product diversification, and the need for more personalised communication. That’s why you need to maximize the efficiency of your marketing efforts.

The challenge
Many companies look for solutions in technology by automating parts of existing processes. This is counter-productive, if these processes are not the right way to deal with things in the first place. The challenge marketers face today is to re-engineer processes and create a marketing environment that can deal with contemporary and emerging market requirements.

Objectives
Just like Corporate Governance enhances the return on capital through increased accountability, and IT Governance ensures that IT is aligned with the business and delivers value, Marketing Governance is the structure by which companies are directed and controlled to optimize their marketing capacity.

The aim of Marketing Governance is to:

  • describe the rules and procedures for making marketing decisions,
  • provide the structure through which the marketing objectives are set,
  • provide a means of achieving the set objectives,
  • monitor the marketing performance against the set objectives.