Today's decision makers in marketing face major complexity. Marketing has to answer a series of questions. The core question that marketing has to answer remains: What does marketing contribute to the success of the company? How can this contribution be quantified? The Roland Berger approach to Marketing sets out to show the P & L impact.
Our Marketing concept addresses key questions of strategic management on relevant levels. Together with our clients, we provide solutions on strategy, structure and tool level.
All marketing activities are ultimately reflected in the profit & loss statement. Marketing first of all causes major cost. Impact is notoriously hard to quantify and prove. Therefore, impact there drives our approach. The guiding principle is the assessment of impact of all marketing activities on the profit & loss statement of the company.
We assess the effectiveness of the marketing activities – Do they deliver the desired increase in sales or positioning?
We assess the efficiency of the marketing activities – Are the activities run at reasonable cost and with reasonable resources?
We offer a series of proven successful methodologies and tools to deliver pragmatic solutions.
Nevertheless, the starting point is a list of questions to identify the real challenges. Our upcoming Marketing Quick Check tool helps identifying hot topics and defining the way forward. Are you raising the right questions?