Momentum defines the  transferability of forces to speed and mass...		Marketing momentum is our expression of how strong a company's marketing muscle is - and how effectively it transfers to action and results.   Marketing Momentum is achieved in the interplay between the three overall marketing management perspectives. Cases   Strategy & Innovation Define marketing's role, responsibility, activities and criteria for success in relation to the overall objectives, continuous development and innovation of the company. Cases   Market Effectiveness Express the effect which the marketing activities achieve in the market. Optimisation includes planning, execution and evaluation of the activities as well as the contribution of marketing on value creation at company level. Cases   Organisational Efficiency Is the effectiveness of the marketing function's work - work smarter. Optimisation includes organising, processes, roles & responsibility, tools, systems such as CRM, DAM and Enterprise Marketing Management, and performance management. Cases   Through management focus and continuous optimisation, the overall objective of our work is realised:   More marketing using the same or less resources - value creation, productivity and quality.