Project: Creation of detailed and fact-based Analysis
for the international Revenue- and Budget Planning, derivation of Marketing Strategies and implementation of a digitalized Cost- and Success Controlling for Marketing activities.
Situation in the company:
- There is no budget planning for marketing. Tracking is done on the overall Finance budget.
- There is no template for marketing activities (events, congress participation, customer visits, etc.) to comply with the corporate identity.
- So far, neither cost control nor performance control for marketing activities are done.
Own role: Marketing management
Measures:
- set up a detailed marketing budget for the next 12 months
- define the corporate identity for marketing activities
- provide marketing material (standardized) for marketing activities for all national and global sales departments
- implement a standardized cost and success control in marketing for all events and expenses
Task 1: Create a detailed marketing budget for the coming 12 months.
Activities:
- create a Masterfile for the marketing budget with total budget
- calculate planned marketing activities according to feedback from national and global sales teams
- enter typical expenses
- detailed breakdown of costs by segment
- enter calculations into master file: Budget – Actual – Differences
- separate tracking of cost success of marketing activities
Task 2: Distribution of marketing materials and creation of a process template for planning events according to corporate identity (events, congress participation, customer visits, etc.) including cost and success control
Activities:
- determine, order and distribute basic marketing materials for corporate event participation to all sales teams according to corporate design
- display systems, sample cases, brochures, name tags, give-aways etc.
- plan and order exhibition booth
- create a checklist for planning an event participation
- create a template for cost control (plan and actual) of event participation
- approval of total costs
- listing of costs
- tracking of actual costs incurred
- create a template for success control (follow-up) of event participation
- approval of event participation with expectation of success
- current turnover
- turnover development (12 months)
Results:
- Detailed marketing budget with budget and actual figures, as well as deviations, in order to initiate corrective measures in a timely manner.
- External appearance according to corporate identity.
- Cost success control for marketing measures.
Due to the confidentiality of the measures, the company name will not be mentioned. I would be happy to give you the name of a contact person in the company who can provide information on the project within the framework of confidentiality. Please contact me.
