The structure of rules, practices and processes used to direct and manage marketing. 

  • How are the marketing functions governed? 
  • Are there plans? What do these consist of?
  • How accountable is marketing and its suppliers?
  • Is there performance measurement in place?

CFO electronics company:

“When I was appointed, I soon found out that those responsible could not clarify what contribution marketing delivered for the overall objectives of the company. This meant that there was no accountability. No evaluations of marketing activities and suppliers. This is why I hired MiM: to get a robust set of KPIs, monitoring and evaluating these to put the learnings into action. As a result, the cooperation between the marketing department and the rest of the organisation became much better. More transparent. Last but not least the results increased significantly.”