Question

Topic: Strategy

Marketing Division - Service Level Agreement

Posted by Anonymous on 5/31/2010 at 4:00 AM ET 250 Points
Hi Guys,

I have recently joined an organisation where all marketing activities (mainly BTL) was handled by the operations department. I am assisting the divisional head to write a Service Level Agreement for the division. The organisational structure is designed in a way that the Marketing Division provides it services to different departments such as Retail, Construction, Real Estate, etc departments of the same umbrella company. In order to work efficiently so that the service and service levels are clearly identified, I am writing an SLA. Topics I have included are
1. Scope of the Agreement
2. Objective of the Agreement
3. Parties to the Agreement
4. Service and Service Levels
4.1 - Strategic Marketing
4.1.1 - Writing a Market Research Brief
4.1.2 - Sourcing a Market Research Partner
4.1.3 - Evaluating Market Research
4.1.4 - Developing a Marketing Plan
4.1.5 - Competitors and Market Analysis
4.1.6 - Demographics and Psychographic Analysis
4.1.7 - Pricing Evaluation (Strategy and Repositioning)
4.1.8 - Co-Marketing Partnership Agreements
4.2 - Tactical Marketing
4.2.1 - Advertising Campaigns
4.2.2 - Press Releases and PR
4.2.3 - Organising Special Events
4.2.4 - Developing LTO (Limited Time Offer) Campaigns
4.2.5 - Evaluating LTOs
4.2.6 - Customer Relationship Management
5. Service Duration and Timeline
6. Special Services offered on Request
7. Cost of Services
8. Acceptable Service Standards
9. Performance Evaluation
10. Commitment and Cooperation
11. Appendix

I am totally new to this arena and would appreciate your inputs as to what other functional responsibilities may fall under the Marketing Division. I know there isnt a set rule but any input is highly appreciated as once the agreement has been drawn, both parties will tend to stick with it.

Cheers,
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RESPONSES

  • Posted on 5/31/2010 at 3:06 PM Accepted
    You have a good starter list. You'll probably think of other components along the way, but there's no reason you can't get started with this.

    You might want to add the creation of a Creative Brief, so there is a clear spec sheet for any creative work. It's like the brief you've included for market research (4.1.1) but directed at advertising, packaging, and other creative work.
  • Posted by telemoxie on 5/31/2010 at 8:22 PM Accepted
    are you planning to include any discussion about marketing department responsiveness, e.g. we'll respond to requests for information within X. days?

    If this were my project, I would try to determine the perspectives of other organizations about the marketing department (it would be nice to know why the organization decided to make a change) and I would try to address any areas of concern in my service level agreement.
  • Posted on 6/6/2010 at 3:04 AM Author
    Many thanks for your responses .. The level of interaction between department was incorporated into the Commitment and Cooperation section but you are right that it needs to be further defined along with a communication matrix. I must say this forum has been extremely helpful and I thank all participating members !

    Cheers guys !
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