Modern research in the field of business process management shows an increasing interest of companies in improving business processes in order to optimize their commercial activities. The need to improve business processes is seen not only by companies facing problems in business process management, but also by successful enterprises with extensive experience, which need to improve the efficiency of their work in the context of constantly changing business requirements. In the article, the author compares different approaches that are used to improve business processes, the essence of these approaches, as well as their advantages and disadvantages. The article also discusses a comprehensive approach to assessing the performance of ATC marketing business processes using the balanced scorecard system, which allows to evaluate performance not only from a financial point of view, but also taking into account other important aspects such as customer satisfaction, quality of business processes and the level of team satisfaction.