5 Key Concepts for Improving Marketing/Finance Connection

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Finance has become even more of a key constituent group for marketers these days.  Without their support, marketing budgets and programs inevitably get shelved or chopped beyond recognition.  So what are the keys to getting Finance on board with your marketing proposals?  In this webcast, Pat LaPointe of MarketingNPV will provide the 5 key concepts you can use to gain Finance support for marketing.  Included are:

  • Understanding the magic triangle of profit, growth, and risk
  • Speaking in asset and cash flow terms
  • Components of a successful business case

And more.

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Start: Wednesday, April 20, 2011 at 1:00pm

End: Wednesday, April 20, 2011 at 2:00pm



Pat LaPointe

Managing Partner - MarketingNPV

At MarketingNPV, Pat LaPointe directs the development of client solutions for CMOs in the areas of skills, structure, processes, and tools to improve marketing measurement through greater alignment and accountability. His book Marketing by the Dashboard Light: How to Get More Insight, Foresight, andAccountability from Your Marketing Investments is a pioneering work on the topic of marketing dashboard development.

Prior to launching MarketingNPV in 2003, Pat was an equity partner and senior vice president at Frequency Marketing Inc., a consulting and software company known for design and operation of large-scale customer retention and loyalty programs. Pat also directed the operation of a marketing department at Bell Atlantic (now Verizon), creating and implementing customer acquisition and development programs for both B2B and consumer markets. He started his career in advertising in the Y&R network and at Ketchum, where he managed large client portfolios in all aspects of marketing strategy and communications.

Pat is an MBA graduate of Stern School at NYU and holds a B.Comm. from McGill University in Montreal.