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Marketing Metrics to Business Metrics: Taking the Leap

May 17, 2011 @ 12:00 am EST

Web Briefing

Marketing Metrics to Business Metrics: Taking the Leap

May 17, 20118:00 am Pacific – 11:00 am Eastern – 16:00 London (Duration: One hour)(Free for ITSMA members)


It’s time to stop measuring marketing and start measuring marketing’s impact on the business. Rather than trying to quantify marketing’s influence on the pipeline, instead focus on time to revenue and other measures of business health such as customer retention, loyalty, and growth. Overemphasis on marketing’s contribution to the pipeline actually has the potential to harm marketing’s relationship with sales, creating a chasm rather than alignment. With the right marketing and sales automation systems, your organization will be able to move beyond traditional marketing metrics, better align with sales, and even take the leap to predictive analytics.This Briefing is complimentary for ITSMA members and $195 (€160) for non-members.Follow this event on Twitter: #ITSMAMetrics.


Julie SchwartzSenior Vice President, Research and Thought LeadershipITSMA Learn More >

Guest Presenters

Meagen EisenbergDirector – WW Programs, Marketing Automation and OperationsMeagen has spent over 15 years working in the high-tech industry. Before joining ArcSight, an HP Company, she led worldwide programs and events at TRIRIGA (acquired by IBM) for integrated workplace management systems. Prior to TRIRIGA, she was at Postini (acquired by Google) and IBM, working in solutions and product marketing for security and compliance. Earlier she worked as an IT Engineer at Cisco Systems and Applied Materials. She has a Master of Business Administration with a focus on marketing and strategy from Yale School of Management, and a Bachelor of Science degree in MIS with a minor in CSC from Cal Poly – San Luis Obispo.
Susan McKittrick, Client Service Leader at McKittrick Associates, has more than 30 years of marketing and business consulting experience. She teams with associates who have specialized skills in complementary areas to deliver the right mix of services to achieve clients’ business objectives. In addition to her work with McKittrick Associates, Sue serves as Analyst and Principal Consultant at Patricia Seybold Group, where she reports on business-to-business marketers’ use of technology.Before starting her own firm, Sue led various nation-wide marketing initiatives for PricewaterhouseCoopers’ Advisory practice, consulted on management and technology matters for Price Waterhouse, and led marketing for a fast growing technology company. She earned her MBA from Stanford University Graduate School of Business and her BA in economics from Wellesley College.

General Information

ITSMA’s Online Briefings offer recent research findings or survey results from thought leaders on a variety of services marketing topics. The Online Briefings can be viewed individually, or in groups composed of people within the same company. The briefings are available anywhere in the world that has telephone service and access to the Internet. A typical program runs 45 minutes followed by 15 minutes of questions and answers. The person making the online presentation speaks into a telephone and advances the visual portion of the presentation via their computer connected to the Internet. At the end of the presentation. and at the presenter’s discretion, the listeners are invited to ask questions. Each listener with a question identifies him or herself and is listed in a queue and taken one at a time by the presentation monitor. The monitor also manages the question and answer session by giving each questioner access to the phone line to communicate with the presenter.This briefing will be administered by BT Conferencing. All participants are required to test their browsers 24-48 hours prior to ensure compatibility. This test can be done by clicking here: Check your system. You will receive a pass code and dial in number three business days prior to the briefing.

Technical Requirements

The technical requirements for this ITSMA online briefing are:
  • Direct or dial-up Internet connection of 56Kbps or higher.
  • A separate telephone line to access the audio teleconference.
  • If participating from your company, ask about your company’s Internet Firewall 48 hours prior to the event. This will enable your IT technician to reconfigure your connections if necessary to ensure access to the Internet portion of the briefing.
  • No plug-ins or software downloads are required.
  • System Requirements: Windows 2000 or higher, Internet Explorer 6.x or greater, Netscape 7.2 or later. The following operating systems will work with limitations: Windows 98 SE, NT Server or Workstation 4.0, Mac OSX 10.3 with Safari 1.2; Solaris 9 with Netscape 7.0 or Mozilla 1.4, Sun JVM 1.4.2.

Fees and Registration

Aside from the telephone call, the fee for the presentation is complimentary for active ITSMA members, and $195 (€160) per location for non-members.Note: Registration is on a first-come/first-served basis.

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