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Dates & Times
Start Date/Time: Tuesday, August 4, 2009 at 8:00am
End Date/Time: Tuesday, August 4, 2009 at 5:00pm
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Venue/Location
State Street Global Advisors
One Lincoln Street
Boston, MA 02111
Registration Fees
| Member Rate | Non-Member Rate | ||
| Program Registration Fee | $395 | $595 | |
Course Description
"Making the Financial Case for Marketing"
CEOs and CFOs are pushing harder than ever before to assess the payoffs of marketing investments. Finance executives expect marketing leaders to clearly demonstrate the impact of marketing on sales and profits. A comprehensive and credible business plan has become fundamental to the approval of even modest marketing investments. Yet many marketers struggle with the challenge of demonstrating the short and long term impact of their marketing initiatives in more than general, qualitative terms. As a result, many valuable and creative marketing proposals never see the light of day, due to the lack of any clear, financially-oriented assessment of costs and benefits.
This course will provide attendees with the financial frameworks, language and tools needed to advocate effectively with senior management. Through case studies and real-world exercises, participants will learn how to "think like the CFO" in order to more effectively assess and communicate the benefits and costs (short and long term) of marketing investments.
Who is This Course For?
For all marketing managers seeking to better assess the financial payback of their marketing investments, and who seek to maximize the likelihood of approval for their marketing initiatives.
Key Takeaways
• Tools and techniques for effectively advocating for marketing investment through application of key financial concepts and frameworks
• Understanding of how CEOs and CFOs are likely to evaluate marketing investments
• Hands-on experience in the creation (and defense!) of a marketing initiative business case
Class Agenda
7: 30am- 8:30am- Registration & Continental BreakfastIntroductions & Participant Objectives
8:30 Understanding the CEO/CFO Perspective
- Balance Sheet / Income Statement / Cash Flow Perspectives
- Shareholder Value Decomposition
9:00 How Does Marketing Create Value?
- Short vs. Long Term Value Creation
- Marketing's "Impact Centers" on Shareholder Value
10:00 Exercise: Identifying Marketing's Impact Centers
10:30 Break
10:45 Measuring Marketing's Impact in Financial Terms
- "Cash is King" - Revenue vs. Free Cash Flow
- Adding the Time Dimension - Net Present Value
- Putting it All Together - Business Case Fundamentals
12:00 Lunch
1:00 Exercise: Creating a Compelling Business Case
2:00 "But There's No Data" - Techniques for Robust Estimation
3:00 Break
3:30 Business Case Exercise Presentations
4:30 Q&A, Review & Wrap up