The Wayside Network

Marketing: we all know we need to do it and most of us realise we do it all the time with every promise we make and every action we take.

Marketing is 'the management process responsible for identifying, anticipating and satisfying customer requirements profitably' (Chartered Institute of Marketing) It is also about managing how we are perceived. A positive perception of internal audit or risk management creates demand for the benefits of your products and services. But you can't make a silk purse out of a sow's ear - that positive perception has to be built on your ability to deliver a quality service.

The Wayside Network can help you

• put together a marketing plan that suits your organisation
• conduct surveys and sample customer opinion
• work with you and your team to articulate your vision and goals
• help you to prepare copy for brochures, in-house journals and intranet sites.

If you do not already have a preferred supplier for printing or website development we can offer suggestions or manage the production for you.Examples of Sarah Blackburn's marketing of internal audit at Lex Service PLC (now RAC plc) can be found in Effective Marketing, a publication from the Institute of Internal Auditors (2000).