Comprehensive Marketing Management

Once a marketing strategy has been established, the single most important task is that of marketing management. A comprehensive marketing management program monitors the progress of marketing campaigns and how they align with key marketing objectives. These programs focus on execution to ensure the campaign generates the appropriate return on your marketing investment.

As a third party representative of your company, Score Consulting can operate as an independent marketing manager to ensure consistent results are stable progress throughout your marketing portfolio. Our approach to marketing management is a mixture of strategy, performance, and quality management followed by a series of in-process enhancements all of which are aimed at increasing return on marketing investment.

Strategy – The cornerstone of marketing management is strategy. To be effective, the marketing manager will spend a moderate amount of time defining or understanding the marketing strategy. To be effective it is suggested that this strategy be supported by a marketing mix analysis, a five C analysis, and an implementation plan. If they do not exist prior to the marketing management effort, the manager can assist in the creation of these analyses and strategy tools.

Performance – The secret to maintaining any plan is the early identification and correction of deviations. In order to monitor any marketing plan, a comprehensive marketing management program must be predicated by a solid reporting and metrics program. If one is not in place, the marketing manager will assist in establishing one. Throughout marketing efforts, the marketing manager will monitor the results of marketing materials and their placement to gauge their effectiveness and profitability.

Quality – Often time, poor performance is an indicator of poor quality or basic oversights. When performance deviations are uncovered, the marketing manager will compare completed tasks to the strategy and implementation plan. They will also review the failing marketing material and campaign(s) to identify deviations from proven marketing principals.

Enhancement – Depending on the nature of the marketing manager and the company, the manager will take one of two approaches to correct the deviations and enhance the results of the marketing effort:

Performance – The secret to maintaining any plan is the early identification and correction of deviations. The marketing manager will compile a list of deviations and a course of correction for the marketing team. This guide will help the company self correct through existing chains of command.

Project, Process, and Vendor Management – If this relationship is one of a direct manager oversight model, the marketing manager will work with the project team, internal and contracted resources, and contracted vendors to improve the performance of the marketing plan.

Score Consulting’s Comprehensive Marketing Management:

As an independent marketing company, marketing management is central to our success. Without strong skills in this discipline, our company would have folded within the first 6 months. Since then, our marketing management skills and processes have improved with every customer marketing implementation. Today, we employ some of the best marketing managers in the industry. Since marketing management is a component of our day to day lives, we are able to deliver this service at a rate that will not significantly impact the return on your marketing investment.

Contact Score Consulting to speak directly with one of our experienced marketing consultants if you would like to improve the results of an existing marketing portfolio or would like help planning your next marketing effort.