Marketing Financial Management & Procurement

Containing data from ANA members such as Church & Dwight, Lee Jeans, and Mercedes-Benz, this ANA Insight Brief touches on a variety of marketing accountability topics, including Sarbanes-Oxley, how marketers can work better with finance, and marketing measurement.

Industry expert J. Francisco Escobar, president and founder of JFE International Consultants, Inc., takes a look at how marketers and marketing procurement can work more effectively with their agency partners during an economic downturn. Quotes from ANA members and 3rd-party consultants, best practices, and statistics are shared throughout this ANA Insight Brief.

John Grosshandler, director of virtual events at Maritz, and Rob Halsey, VP of marketing innovation at SAP, discussed how companies can use virtual events to cut costs and expand the reach of physical events.

Christopher Hosford, senior reporter at BtoB magazine/BtoBonline.com, shared insights, evolving trends, and best practices in search and social marketing, direct marketing, and telemarketing. He also presented case studies in these areas.

This study underscores the phenomenal growth in digital marketing spending that has escalated over the last half of this decade as well as the growing role this discipline is playing in marketers’ overall marketing strategies for their brands.

Is television really dead? Not according to the findings in a joint survey from the ANA and Forrester. Television budgets, like all media, may have taken a beating in this recession but there are still many opportunities in television and video advertising.

According to ANA's most recent poll of its members, 83% of respondents indicate they are identifying cost savings and reductions in their current marketing and advertising efforts. Read our Key Findings Report to find out if cost savings and reductions is the "new normal."

Members of the West Coast Chapter of the Marketing Financial Management & Procurement Committee comment on their supplier selection practices for purchasing commercial printed items.

As budgets are increasingly reallocated from traditional to digital media, many ANA members have expressed concern about the higher rates they pay for digital agency compensation. Industry experts discussed highlights from "Understanding the Economics of Digital Compared to Traditional Advertising and Media Services," a publication recently released from the 4A’s.

Fred Geyer, partner, Prophet, shared five tips for optimizing a marketing budget during an economic downturn.

In August 2008, ANA surveyed its Committee Members to determine how marketing and advertising budgets were being impacted by the tough economic conditions. Six months later, in late January/early February 2009, the survey was repeated to monitor trends and gauge the impact of the deepening recession. 141 marketers responded to this survey, representing a broad cross-section of categories and industries.

Pat LaPointe, Managing Partner, MarketingNPV, shared insights from a recent Wharton/MarketingNPV study linking marketing budgeting and resource allocation practices with financial outcomes.

Marni Gordon, director of marketing & media committees at the ANA, shared the results of a joint survey on the use of newer media platforms, which compared findings from B-to-B and B-to-C marketers.

Chuck Hatsis, the President of Surge Consulting, shared tips for marketers looking to optimize their media budgets in order to save money and redeploy funds to other areas within their marketing plan.

Steve Smith, VP and CMO at Enterprise Rent-a-Car, outlined principles for building a highly strategic marketing accountability and effectiveness program that drives business growth.

Our panel of b-to-b marketers (Eduardo Conrado from Motorola, Inc., Dawn DiMartino from Iron Mountain Incorporated, and Jeff Podjasek from Allstate Corporation) answer questions about their new media platform plans.

Marketers are spending more on "new media" and "newer media" (i.e., social networks, blogs, webinars, and viral videos) to get their message across, according to the latest research from the ANA and BtoB Magazine.

Liz Cahill, Vice President of Marketing and Communications at Lee Jeans, discussed Lee’s decision to move toward a more integrated and accountable system.

Industry experts discussed a range of issues regarding finance and procurement including cost containment strategies, agency incentive compensation, and behavioral targeting.

Richard Ettenson, with the Thunderbird School of Global Management, discussed the complicated relationship between marketing and finance.

A panel of financial executives from Ernst & Young, OfficeMax, Diageo North America, Citi, and Johnson & Johnson discussed how marketing can learn to work more effectively with finance.

Liz Cahill, VP of Marketing at VF Corporation, shared examples of how Lee and other VF Corporation brands have used advanced analytics to get the greatest value from their marketing budgets,

Brad Casper, President and CEO, The Dial Corporation, shared five case studies detailing Dial�s ability to keep pace with their higher spending competitors.

J. Francisco Escobar, Founder, JFE International Consultants, led a panel discussion focused on the role and future of the procurement or strategic sourcing function.

Members of the Agency Relations Committee describe the role that direct multipliers play in their agencies’ compensation.

ANA President and CEO Bob Liodice on carefully managing precious resources.

Matthew McCance from the Market Research Executive Board discussed the current state of research budgets in this economic downturn.

Don Sexton of Columbia University presented three rules for marketers to live by during a recession.

Members of the ANA’s Sponsorship & Events Committee offered some criteria for selection of promotional merchandise vendors (including differentiators such as reliability (especially for meeting deadlines), responsiveness to needs, ease of use, and relationship management (discounts, promotions). Word of mouth and references were also used to select vendors.

Representatives from Ogilvy & Mather shared five ways that marketers can achieve greater cost efficiency during an economic recession.