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Mixing it with marketing.

Document Cited in Related
Vincent
AuthorEiloart, Daniel
PositionLetters - Letter to the editor

Having worked with many marketers, I read your article on finance and marketing (Technical matters, June) with interest. Marketing teams certainly need to determine that their activities are financially beneficial and aligned with strategic aims. To do this, they should use a project management approach to ensure that an initiative's goals (financial, strategic and tactical) are identified; that there's a sound business case for it; that its costs and benefits are forecast; and that there's a finite period over which it's expected to bear fruit.

An inherent problem that marketers face is the view that much of what they do represents a cost rather than an investment. If they take this structured approach to project management, the likely benefits can be assessed and formal agreements can be made on whether an initiative is worthwhile. This would ensure that...

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