Integrated evaluation of the strategic marketing activity of the enterprise using a balanced scorecard

The article discusses modern requirements for methods of developing an enterprise strategy, which includes not only the stages of a detailed analysis of the environment, a description of business processes and a coherent system of functional goals and programs, but also taking into account their mutual influence. The importance of the process of strategic marketing activities as an integrating function that increases the efficiency of interaction of all targeted actions to achieve the required result is substantiated. The article reveals the necessity of introducing a balanced scorecard for achieving goals within the framework of strategy implementation, as a key tool for assessing the efficiency of an enterprise. The conditions for the successful implementation of the system and the requirements for the objectivity of the assessment for key performance indicators are considered. A balanced system of indicators of strategic marketing activity and its compatibility with existing systems at the enterprise are investigated in order to eliminate contradictions and achieve a synergistic effect between them. Methods of communication between the balanced scorecard of strategic marketing activities and the general balanced scorecard are considered. The concept of implementation and application of a balanced scorecard of strategic marketing activities is proposed. The verification of the proposed key indicators of achieving the results of the strategy at the enterprise of the construction industry was carried out.