Marketing Finance

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Dates & Times

Start Date/Time:  Wednesday, June 18, 2008 at 8:00am
End Date/Time:  Wednesday, June 18, 2008 at 5:00pm

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Venue/Location

The Coleman Center
810 Seventh Avenue
New York, NY 10019

212.541.4600

Registration Fees

Course Description

Length: One-day

Marketing plans must be financially sound in order to contribute to the bottom line. This one-day marketing training program provides a framework for analyzing the financial impact of marketing decisions in such areas as pricing, advertising and sales. It also presents a basic financial vocabulary to help improve your communications with financial and senior managers.

What will I learn?

• Ways to leverage the relationship between marketing and finance
• How to evaluate the financial impact of marketing decisions
• Effective tools which turn income statements and balance sheets into valuable marketing data
• How to set financial objectives for your brands
• Definitions of financial terms so you can speak the same language as the CEO and CFO.

Who should attend?

• Product/brand managers
• Assistant product and brand managers
• Strategic planners
• Marketing/advertising communication managers
• Senior professionals wishing to refresh their skills

Instructor

This course is taught by Susan Gregory

Class Agenda

Each day will have a continental breakfast at 8:30 a.m., a mid-morning snack, lunch at 12:00 noon, and a mid-afternoon break. The course will finish each day at approximately 5:00 p.m.

Day One (8:30 am - 5:00 pm)

Industry best practices in marketing accountability

• Marketing/Finance Relationship
• Alignment of Marketing Objectives with Corporate Objectives

• Decision Process - Outsourcing, Organic Growth, Acquisition
• Resource Constraints - Financial, Human Resources, Capacity
• Marketing Framework
• Market Assessment
• Meta Analysis of Available Resources
• Corporate Strategic Direction
• Corporate Goals and Objectives
• Brand Objectives, Strategies and Tactics
• Controls and Measures
• Continuous Feedback Loop
• Asking the 3 Whys
• Financial tools for marketing managers including:
• Understanding your P&L
  
• Variable versus fixed spending
• Breakeven analysis
• Cannibalization, and
  
• Incremental financial analyzes
  
• Utilizing customer lifetime value as an effective marketing tool
  
• Understanding product life cycles and value-based pricing
• Best in Class - New Technologies for Marketing Analytics
• Key Financial Aspects
• Marketing Mix Evaluations
• Historic change in marketing mix
• Leading edge tools for evaluating marketing mix allocation
• Profit and Loss Statements
• Brand Profitability
• Customer Profitability
• Product Life Cycle Profitability
• New Product Profitability
• Estimating Cannibalization
• Estimating Competitive Response
• ROI (tangible and non-tangible assets)
• Cash Flow
• Balance Sheet
• Net Present Value
• Sarbanes-Oxley
• Catastrophic Risk

Class Instructors

Susan Gregory
President
S. Gregory Consulting, Inc.

Susan Gregory has more than 20 years of classical marketing experience at renowned companies such as Frito-Lay, Kraft, and Keebler. Since 1999, she has served as president of S. Gregory Consulting, Inc. one of Atlanta's leading sales and marketing consulting firms. Current clients include Kellogg's Snacks, the Bodacious Food Company, Moceri Management and Insight Information Consulting Services, Inc.

She has brought strategic focus to sales issues resulting in improved profitability and customer service levels for her clients. Previously, as Vice President of Marketing for President Baking Company, Susan lead a task force which won the 1997 MAX award for the development of the #1 diabetic cookie in the United States, Murray® sugar free cookies.

Gregory earned her M.B.A. in 1982 from The Colgate Darden Graduate School of Business Administration, The University of Virginia. She and her husband live in Dunwoody, Georgia with their three children.

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