19781841-Measuring-Marketing-Governance-Maturity

19781841-Measuring-Marketing-Governance-Maturity - How To...

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www.demandmetric.com Call a Principal Analyst: (866) 947-7744 How To Guide Measuring Marketing Governance Maturity Executive Summary: Governance refers to formal management processes engaging cross- functional steering committees for strategic planning, project prioritization, and performance measurement initiatives. For many large enterprises, Sarbanes-Oxley has been the catalyst for implementing and refining these business processes. Advanced Marketing professionals are capitalizing on the Governance function by adopting their own formal processes to plan, select projects, and monitor performance. By adopting Best Practice Marketing Governance processes, you can better: Align your strategy and project selection with the business’ goals and objectives; Gain C-Level buy-in; and Measure project success using standardized tools and methodologies. Most North American mid-sized companies do not have a mature marketing governance process in place. Use this report to learn the Best Practices for Marketing Governance and follow the step-by-step action plan to set up and maintain this function in your organization.
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www.demandmetric.com Call a Principal Analyst: (866) 947-7744 2 Table of Contents Page Introduction 3 Benefits of Marketing Governance 3 The Capability Maturity Model 4 The COBIT Standard 5 Establishing a Governance Benchmark 6 Developing Marketing Governance 6 Maintaining Best Practice Governance 7 Conclusion 7
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www.demandmetric.com Call a Principal Analyst: (866) 947-7744 3 Introduction Marketing has the unenviable reputation as the line of business that is not held accountable for achieving specific, measurable, bottom-line results. Finding a bean counter that does not view Marketing as a cost center - producing intangible results - is a daunting task. One of the primary reasons for this is the notable absence of a Marketing Governance function in most organizations. This lack of structure has led to decreased confidence among senior level peers, reduced budgets, and a feeling around the boardroom table that
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This note was uploaded on 01/08/2011 for the course RTV 3208 taught by Professor Hendel during the Spring '10 term at University of Florida.

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19781841-Measuring-Marketing-Governance-Maturity - How To...

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