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MARKET – Marketing Business Process

The Marketing (MARKET) business process governs the creation, management, and distribution of non-binding promotional, informational, and demand-generation content to communicate approved company capabilities and offerings without establishing GMP, quality, or commercial commitments.

Marketing Execution Context

Executed by Marketing & Digital Operations • Governed by the Quality Management System (QMS) • Binding commitments prohibited outside of Sales controls

Marketing Operating Model

The Marketing Operating Model below illustrates how approved messaging and content are developed, published, and managed across digital channels to support customer engagement and lead generation while remaining aligned with validated GMP capabilities.

Marketing Inputs
Approved capability statements
Brand and messaging guidelines
Market insights and campaign objectives
Marketing Content Flow
Content Planning & Approval
Definition and approval of marketing content and messaging
Digital Content Creation
Development of web, email, and campaign assets
Digital Publishing & Distribution
Deployment of approved content via HubSpot and digital channels
Engagement Tracking & Lead Capture
Monitoring engagement and routing qualified leads to Sales
Marketing Completion
Marketing Outputs
Published digital content
Campaign performance data
Qualified leads for Sales engagement

Marketing content is informational and promotional only and must not define specifications, testing commitments, manufacturing guarantees, or regulatory claims beyond approved internal statements.

Process Interfaces & Boundaries

  • Upstream: Business strategy, brand governance, and approved capability statements
  • Downstream: Sales (SALES) – controlled intake and validation of customer commitments
  • Governance: QMS defines limits on claims and capability statements; Marketing executes approved messaging

Controls Embedded in Marketing Execution

Marketing execution incorporates controls to ensure that all external-facing content is accurate, approved, traceable, and does not exceed validated GMP or quality system capabilities.

  • Use of approved capability and service statements only
  • Content approval prior to external publication
  • Controlled use of digital platforms (e.g., HubSpot)
  • Clear separation between marketing content and sales commitments
  • Escalation of content questions or claim concerns for review

Marketing content or claims identified as inaccurate, misleading, or outside approved capabilities are corrected or withdrawn and escalated in accordance with the enterprise Quality and Communications governance processes.