What is this procedure about?
 Business is all about people and that’s why initially people have to control other people. In an existing SME-SMB, regardless the management’s level of involvement, it’s crucial
to get the input of others who are less involved in the day-to-day marketing of the business.
Who can take part of the firm’s control bodies?
Anyone whose interest may comply with that of the business
can take part in any relevant committee or advisory board. Although the main issue is marketing, the people who join may be a loyal consumer, the firm’s accountant or lawyer, the firm’s consultant, a partner or investor and more rarely, it can also be a supplier > learn how to
A practical tip!
Set supportive procedures! Here is an example: The marketing creativity and innovation
committee, headed by a middle manager (or an external person), meets every first Tuesday of the month in a nearby coffee shop. The meeting summary and points of action are to be distributed during the following (business) day.
Selected "quotes" from
sample marketing plans
Although the family business is run almost as a "one man show", we have set three control committees where I’m invited only as an observer: Marketing budget committee (monthly), Customer satisfaction committee (bi-monthly) and Green globe committee (quarterly).
English bookstore chain, Hong Kong, China
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What can you write in YOUR marketing plan?
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The mission and members of the marketing control committee, that will regularly meet (e.g. on the first Wednesday of every month), are as follows...
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The next control procedure in your marketing plan
>> Control tools
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