Evaluation of the activity results of the industrial enterprise marketing department

Abstract

The content of the marketing department and its main divisions results evaluation as well as their necessity are discussed in the article. The organizational, methodical and stimulating aspects of this issue are highlighted. The essence of the organizational aspect of the performance results evaluation which consists of a certain hierarchy of its implementation is stated. It is emphasized that the evaluation of the lower-level units’ performance is carried out by a higher governing body. Attention is paid to the frequency of the marketing department performance evaluation. It is indicated that the methodological aspect is the most difficult among the others in the process of evaluation. Its constituents such as substantiation of the choice of evaluation indicators and their criteria for the marketing department as a whole and its sub-divisions are also emphasized. Indicators for evaluating the marketing department and its sub-divisions performance are proposed. It is concluded that they should include two groups. The need to use an evaluation criterion, without which it is impossible to objectively evaluate the marketing department performance, is emphasized. An original definition of its essence is proposed. The use of the generalizing coefficient in the final evaluation of the performance results is substantiated. The spheres of the evaluation of the marketing department performance results are specified. It is emphasized that they become the basis for finding marketing reserves, material benefits for employees and solving personnel issues. An important role in the increase of the marketing department performance efficiency belongs to material motivation. It is noted in the paper that only a properly constructed system of material motivation contributes to the opportunity to optimize the performance of the sales team, aligning it with the company’s goals.