Definition of Marketing Controlling
- Information supply
- strategic and operational planning / budgeting
- control and coordination
Marketing and Controlling very actively cooperate in the sales budgeting. Most likely the Marketing guys are more optimistic as the Controllers when it comes to sales planning. A realistic middle way has to be found. In the Opex area a smooth budget has to be agreed on to serve best for the Marketing-Mix. There are interfaces in all areas. It is important to separate cleanly, which cost center is the final cost driver and needs to do the planning.
Control and Coordination
- SWOT profile
- Customer and market value calculations
- Investment appraisal
- Brand strength analysis
- Marketing mix
- Marketing -Engineering
- Distribution analysis
Coordination and control:
- Performance measurement systems
- Incentive and bonus / commission systems
- Target Costing
- Project Controlling
- Cooperation Controlling
Video (in German) about Marketing-Controlling by Florian Heinemann:
As from my practical experience, Marketing-Controlling is an important building block for a successful business venture. You need a creative Marketing, which is supported for the handling of large amounts of data by Controlling. It is also important, that an economical way is found to retrieve the optimal output.
I would be very happy if you contact me, should you need assistance in this area .