Marketing Controlling - Controlling is a supporting system for the management of a company that coordinates planning, management, control and the supply of information. There are two aspects to this:
The controlling system and the coordination function in the corporate process, i.e. planning, management, control and information supply. This is done with the help of business data, key figures and analyzes. Controlling is a control or regulation system for realizing corporate goals and thus represents a management function related to the entire company. The associated activities are often transferred to specialized departments.
Controlling is not only limited to the operational level, but also to strategic areas in the company. A distinction can be made between strategic marketing controlling and operational marketing controlling.
Marketing and controlling have in common that planning, management, control and information supply are in the foreground. On the one hand, controlling is more exciting than marketing because it includes all corporate functional areas. On the other hand, problems arise in marketing controlling that go beyond general controlling.
Marketing-Controlling als Funktion umfasst die koordinierende Beteiligung bei der Planung, Steuerung, Kontrolle und Informationsversorgung sowie die Überwachung der Leistungsfähigkeit des Marketing-Systems und der Marketing-Managementprozesse (Strategie und Marketing-Mix). Diese Systemüberwachung (einschließlich Organisation) und prozessbegleitende Überwachung wird als Marketing audit bzw. als Marketing-Revision bezeichnet.
Marketing controlling performs a service function as part of the marketing process. The tasks of marketing controlling start with the gathering of information and end with the control, so marketing controlling accompanies the entire marketing process.
In detail, the following tasks arise in marketing controlling:
Development of market-specific systems and methods for planning, management, control and information supply
Coordination of planning and decision-making processes
Verification of the realism of the premises used in the strategies
Participation in the planning of goals and strategies
Checking the consistency of the marketing goals and strategies with the company goals and strategies
Checking the consistency of the marketing strategies with the marketing goals
Participation and control in the operational area (budget control, instrument control, projects, etc.)
Analysis of target / actual deviations and participation in the resulting corrections
Investigation of the savings potential of individual products
Marketing controlling has the following advantages:
Better financial transparency of strategies, budgets, projects and instruments used
Faster detection of target / actual deviations and thus faster correction options
Corrections can be made on a better basis for decision-making
Better coordination of strategic and operational planning and thus smoother processes
Better presentation of the costs and finance side in presentations or decision-making documents to the management Increased profit through more effective use of marketing instruments Greater efficiency in the market through the involvement of several departments and improved coordination in the company Better planning by the marketing department due to the presence of a marketing department Controlling.
Für die Einführung bzw. Aufrechterhaltung eines effektiven Marketing-Controlling ist ein Marketing controlling system nötig.