In theory, Controlling should be teamwork between business managers and controllers. But in the real life, many non-financial business managers are not very clear about what controlling is, what controllers are doing, or which services they could get from their controller colleagues. Because of this, controller has to proactively sell him-/herself and his/her controlling service to non-financial business managers. The following booklet is a “Marketing Guide for Controller”. The paper was written by a group of members of the International Association of Controllers ICV. It aims to provide to controllers with ideas for better selling their value-added services to non-financial managers. This document is part of the white paper series of ICV's “Controller's Statements”.