Marketing ROI: 10 Strategies for Winning Over Your CFO and Other Marketing Skeptics

• RECORDED ON:
  Tuesday, August 21, 2007
• PRESENTERS:
  Presenters: Pat LaPointe, Author, Consultant and Managing Partner at MarketingNPV
  Marla Chupack, Moderator, American Marketing Association

'... too little has changed in the world of marketing since Lord Leverhulme's famous quote: 'Half of what I spend is wasted. The trouble is I just don't know which half.' Some 70 years later, this is all too often how the marketing function is seen. Less than 50% effective, with serious, often high-profile, doubts about which half is the effective half. We really do still have a long way to go.' ' Rob Malcolm, President of Marketing, Sales, and Innovation, Diageo

More than ever, it can be a challenging time to be a marketing leader. Executive-level scrutiny of your investments and business impact has reached an unprecedented level as organizations question long-held assumptions. While this bottom line focus causes anxiety for many marketers, this needn't always be the case.

In this Aquent - sponsored webcast, author and consultant Pat LaPointe will discuss 10 strategies that many successful marketers are already using to collaborate with ' and win over ' their organizational skeptics. Elaborating on his article recently published in the AMA's journal, LaPointe will share how to engage your peers in finance and elsewhere in defining, executing, and interpreting your organization's measurement processes, tools, and metrics. Done right, you'll win over your CFO (or at least soften their skepticism) and increase your likelihood of personal and professional success.

Pat LaPointe is the Managing Partner at MarketingNPV where he directs the development of client solutions for marketing leaders in the areas of measurement processes, skills, and tools. His book Marketing by the Dashboard Light is a best-selling and frequently-cited introduction to marketing dashboards and their role in marketing measurement. LaPointe's firm publishes a quarterly journal and maintains an online archive of articles and resources about marketing measurement.

This webcast will be of value to all marketing professionals interested in proving their organizational impact. Finance professionals with an interest in marketing measurement will also benefit.