Definition of Marketing Controlling
Tasks Marketing-Controlling
- Information supply
- strategic and operational planning / budgeting
- control and coordination
Information supply
Budgeting
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
Source: Vgl. Köhler, Beiträge zum Marketing-Management
Marketing-Controlling instruments
Strategic level:
- SWOT profile
- Portfolios
- Customer and market value calculations
- Budgeting
- Investment appraisal
- Brand strength analysis
Operative level:
- Marketing mix
- Budgeting
- Marketing -Engineering
- Pricing
- 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 .