Consulting Project“How to Implement a Marketing Controlling Process in

Marketing Operations to Steer Demand and Lead Generation?”

Valentin Beaudon2013-2014

Prof. Dr. Koen DE BOCK

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Abstract

Author

Title

Supervisor

Date

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Valentin BEAUDON

How to implement a marketing controlling process in

marketing operations to steer demand and lead

generation?

Prof. Dr. Koen DE BOCK

December 2013 – June 2014

Objective of the study

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Two major trends of marketing are leading to new issues: the

tracking opportunity within the Internet marketing channels and the

critical need of marketing accountability to invest on the most

valuable actions and thus to enhance marketing credibility vis-à-vis

the CEO and the top management.

By developing a comprehensive controlling dashboard, marketing

manager can solve these issues. The objective of this consulting

project is to define how the profitability of each marketing operation

could be evaluated.

Research method used

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The consulting project uses a constructive approach to provide a

practical answer to a relevant problem. A literature review provides

general concepts and models to build a meaningful controlling

dashboard.

Then to demonstrate that the solution works, the dashboard is test

in the day-to-day marketing operations.

Summary of the findings

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The benefits of a marketing performance measurement system on

firm results have been identified and a new conceptual framework

summarized them: it decreases marketing expenditures by

optimizing the investment on the most valuable marketing actions

and it increases revenue from those actions.

The framework is presented at the strategic scale by a spreadsheet

calculation dashboard, which was tested successfully on real

company’s marketing operations.

Keywords

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Marketing performance measurement system, MPMS, marketing

accountability, marketing control, return in investment, ROI,

demand generation, lead generation

Language

English

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Table of content

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Thanks a lot for reading the

abstract of my project!

Twitter

LinkedIn

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@valentinbdn

fr.linkedin.com/in/valentinbeaudon

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