Breakfast Briefing

Beyond Marketing Metrics: Tying Marketing's Impact to Business and Client Results

April 11, 2008
Dallas/Addison Marriott Quorum by the Galleria
Dallas, TX

Overview

In an age when the CMO lasts an average of only 23 months on the job, the ability to demonstrate marketing’s business impact is essential. But, according to the finance executives at many companies, very few marketing departments (a mere 7% according to Carat’s Marketing Management Analytics and Financial Executives International Study) have implemented an effective system for measuring the return on their investments.

During this Briefing, ITSMA’s Bob Baginski, a veteran services marketer with 25 years of experience at companies including Accenture, CSC, Ernst & Whinney, and Satyam, will share with you:

• What companies are measuring today, and why
• Tips for creating an effective marketing portfolio/ROI table to engage senior management in a discussion on strategy and investment
• Why it’s important to demonstrate the marketing portfolio’s impact on the business and its clients
• The results of ITSMA’s newest research study, Marketing and the Bottom Line
• Case studies of companies that are doing it right

The Briefing is complimentary for ITSMA members and $95 for nonmembers. Breakfast is included.

Robert M. Baginski, Ph.D.
Senior Vice President
rbaginski@itsma.com

Bob leads ITSMA's consulting and training activities, helping to scope, propose, manage, and deliver custom projects. A 25-year veteran of professional services marketing, Bob is an expert in the consulting, systems integration, and outsourcing marketplace. He speaks frequently about marketing strategy, market and client development, positioning and brand, thought leadership, and communications.