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Measuring What Matters to Improve Marketing Performance

August 21 @ 11:00 am - 12:00 pm EDT

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The continued transformation of marketing from a support organization to a strategic growth driver has inspired an important rethink of how best to measure and report marketing impact. Rather than focus on activities, outputs, and marketing-qualified leads, B2B marketers are shifting to business outcome metrics that cover the 3 R’s of strategic marketing: Reputation, Relationships, and Revenue.

Julie Schwartz, ITSMA Senior Vice President, Research & Thought Leadership, and Donna Thach, ITSMA Manager of Research, Data, & Analytics, will share highlights from ITSMA’s most current research and case studies on marketing best practices to identify, measure, and communicate the impact on KPIs that matter most to drive improvement in marketing performance and impact the business. They will be joined by two special guest speakers: David Bush, Director, Marketing Analytics & Data Science, IBM, who will also be joining Julie and Donna on a breakout session on the same topic at Marketing Vision 2019, and Harjeet Singh, Global Marketing Operations Principal at Finastra.

This webcast is complimentary for ITSMA member companies and $195 for non-members.


Julie Schwartz

Senior Vice President, Research & Thought Leadership, jschwartz@itsma.com

Julie has originated and manages ITSMA research including benchmarks, models, frameworks, and assessments on a wide range of subjects such as Thought Leadership, Account Based Marketing, Customer Engagement, Marketing Performance, Marketing Technology, Sales Enablement, Brand Positioning, and Customer Loyalty to name a few. She also pioneered ITSMA’s widely regarded annual study, How Buyers Consume Information.

Full bio

Donna Thach

Manager, Research, Data, and Analytics, ITSMA

Donna is the manager of research, data, and analytics at ITSMA. She conducts and analyzes custom research projects. She also manages ITSMA’s competency and maturity assessments to help marketing teams benchmark against peers in the industry and identify next steps in team development. She is experienced in data analysis and reporting, with skills in R, SQL, and SPSS.

Full bio

David Bush

Director of Marketing Analytics & Data Science, IBM

David Bush is IBM’s Director of Marketing Analytics & Data Science, where he leads teams to build data-driven management systems and advanced analytics capabilities that drive revenue performance. Leading up to this role, David was an Associate Partner in IBM Global Business Services, where he led a wide range of strategy and analytics consulting projects over 7 years, spanning projects addressing sales analytics, Watson DeepQA commercialization and pricing, go-to-market strategies, macroeconomic resource forecasting, and sales incentives.

Full bio

Harjeet Singh

Global Marketing Operations Principal, Finastra

Harjeet Singh is the Global Marketing Operations Principal at Finastra, where he looks after the global marketing operations function which includes analytics, insight, reporting, budget management, Martech and strategic projects. With extensive international experience, Harjeet has held leadership roles in marketing strategy and operations.

Full bio

General Information

ITSMA Webcasts provide research-based insight, best practice examples, and new approaches to address a wide range of strategic challenges in marketing B2B services and solutions. Join the conversation during live presentations, or view replays on-demand from the ITSMA Research Library.

Interested in learning more about the topics we cover? Send us a note at info@itsma.com or with our Contact Form.


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