Criação de Processos - iCEV
Shared on November 9, 2026
Endomarketing Process Planning Meeting
Overview
The meeting mapped the current endomarketing process and identified ways to improve annual planning, request handling, budgeting, execution, and reporting. The main goal is to replace scattered spreadsheets with a shared portal for tracking events and related work.
Participants & Roles
- Marketing team: Plans and produces endomarketing communications and materials; coordinates event support and maintains budget information.
- Process facilitator: Proposed a shared planning and reporting portal and helped define process stages.
- Partner departments: Health-related actions require coordination with the health unit (referred to as SAB); academic initiatives involve academic teams and coordinators. Event organizers may also handle event surveys.
- Finance and leadership: Finance processes supplier payments; leadership approves budgets in advance.
Decisions Made
- Create an annual calendar of recurring events, including dates, deadlines, owners, and partner departments. The calendar should be reviewed and approved for the following year.
- Record each event’s briefing at least one month in advance where possible. It should cover the purpose and format, audience, date, location, time, required materials, and marketing support.
- Require prior approval for event budgets.
- Track key measures where relevant:
- NPS or event satisfaction results, coordinated with the team responsible for organizing the event to avoid duplicate surveys.
- Estimated versus final costs, when an event has a budget.
- Develop a shared portal to centralize event schedules, requests, budgets, responsibilities, approvals, subtasks, and reporting.
Action Items
- Process facilitator: Build and share a portal or interim template for the marketing team to review and adapt.
- Marketing team: Review the proposed structure and identify any additional fields or reporting needs, including event counts, workload, and coverage demands.
- Marketing team and partner departments: Coordinate recurring events and assign owners in the annual calendar.
- Marketing team: Confirm with event organizers who will conduct and report any post-event satisfaction survey.
- Relevant teams: Submit purchase requests early enough for processing; the discussion noted a general minimum of 10 days for purchases.
Discussion Points
Current planning challenges
- Some recurring dates are anticipated by marketing, while other requests arrive late or without a clear owner.
- Academic and other departmental activities are not always mapped in advance, creating last-minute work and disrupting planned schedules.
- The team is working near capacity, so short-notice requests are difficult to accommodate.
Proposed event workflow
- Add the event to the annual calendar and identify its owner and partners.
- Prepare a briefing, ideally at least one month before the event.
- List required materials and suppliers, check for reusable institutional resources, and prepare a budget.
- Submit the budget for approval before committing to costs.
- Create and validate digital or printed materials. Approval is usually internal, but the requesting department or brand team may need to review materials for some events.
- Execute the activity, which may involve communications only, a physical event, distribution of items, or event coverage.
- Complete follow-up, including any satisfaction survey and cost reporting.
Budgeting and payments
- Costs are listed in a budget sheet, with suppliers selected based on availability, timing, and value.
- Payment arrangements vary by supplier: examples included payment within seven days, partial payment in advance, payment on delivery, or use of a company card.
- Payment requests are sent to Finance by email with the purpose, event details, agreed payment terms, and supporting invoice or receipt. Finance then opens the payment request in the system.
- The team noted that invoices are increasingly required and should be handled as part of supplier coordination.
Tools and reporting
- Existing work is spread across calendars and spreadsheets, making it difficult to view the full schedule and workload in one place.
- The proposed portal would provide views of new, in-progress, and completed events; assigned owners; subtasks; deadlines; and budget information. Automation could create reminders and post-event tasks.
- A consolidated system could also support monthly and annual reporting on costs, event volume, and staff workload, while reducing errors in existing spreadsheets.