23/04/2018 Democratization of Marketing Marketing is a very complex & specialized function, best left to the experts. Perhaps, that's why it's not easy for senior management to be ‘current’ about marketing investments, commitments, plans & the latest revisions. Brandintellé is designed to make it easy to aggregate & share relevant data on marketing investments with senior management. And use this data for further analysis to improve the returns. We call this process the ‘democratization of your marketing’. Stage I - Link Marketing Procurement to Performance To those who are not aware, marketing procurement appears to be very volatile, fluctuating & subject to constant U-turns & budget revisions. But those who know, will confirm that the objectives of marketing procurement are different from others. Marketing Procurement vs General Procurement Standard procurement is based on 3 pillars: • Quality • Price • Speed Marketing spends on the other hand, are heavily influenced by 2 completely different factors: • Sales Revenues - self & competition • Competition's Marketing Spends In addition, Marketing deals with a number of large, legacy vendors & a lot of deep domain knowledge requirements. Hence, people & relationships tend to get more importance in marketing procurement. All this makes marketing procurement appear to be extremely volatile, fluctuating & subject to constant budget revisions. And explains why applying standard sourcing principles alone does not work efficiently. Stage II Once you have brought marketing procurement inside Brandintellé for managing your marketing investments, you can be sure of one thing: data has started flowing into your Marketing Database. The next steps follow: 1. Use the ready reports on your marketing investments. 2. Incorporate sales data for deeper views of your investments vis a vis sales, viz basic financial returns on marketing investments. 3. Sign up for the advanced analytics services. Brandintellé is truly designed to democratize your marketing.