The process approach using for the optimization and risk decreasing of the business marketing activity

The aim of the article. The aim of the article is an investigating process approach inoculation advantages for the risk decreasing and sales policy enterprise optimization. Analyses results. It was considered the main organization management approaches and the application features in the article. The strategy choice is determined by management goals, the period of application, making management decisions time, the tasks’ difficulty, the senior management qualification, the organization status during the time of decision-making, and the internal and external environment characteristics. In conditions of the variability increasing and environment complexity, the process way allows to ensure the organization flexibility and adaptability, eliminate interfunctional barriers, and increase interest in client satisfaction. It involves to the management through the business implementation processes as a sequential logical actions for processing resources into a product or service that satisfies the needs of internal or external consumers. The main, auxiliary, management business processes and development business processes are distinguished by their influence on value formation. The sequence of process management implementation consists in carrying out a strategic analysis, developing an organization strategy, setting priorities, compiling a register of business processes, establishing their goals and metrics. Also, a necessary component is the owners’ determination and limits of business processes, the creation of a planning and controlling system, a detailed description and documentation of business processes. The management of the organization makes possible to identify and timely eliminate such mistakes as the duplication presence, redundant functions, lack of information, violations in its transfer or information creation that is not used, inconsistency of interfaces, low productivity or business process isolation. The need to model sales activity is determined by the creating the organization's value chain role. Providing value to the consumer is realized through the sale of the company's products or services, which is one of the main business processes. The article examines the external and internal factors of influence on the formation of the company's marketing sales policy, the factors that determine the level of the quality, complications that may arise in the absence of business processes automation. Conclusions and directions for further research. The further development of company's marketing sales policy involves the progressive techniques using and sales process organizing methods with the help of automatic data recording and the creation of a customer contact center that has an interactive virtual customer reply and includes: the creation and development of the distribution ways structure and the system management; the sales methods option for different product groups and geographic markets; the security of the funds influx for the overturn products and services. All these activities influence to the predictability of the organization's working results increasing and business risk decreasing. The most difficult automating business processes creating problem is the processes decomposition of the upper conceptual level into the comprehensive work operation with the logical mistakes avoidance. Further theoretical investigation thereupon consists in the idea of the management procedure model agreement and the implementation model reasoning course, which is achieved through the process mining modeling strategy implementation and description of the enterprise's sales activity business processes