Class Overview:
Measuring B2B marketing in the context to Business Outcomes is one of the most challenging parts of B2B go to market excellence. In this class, I share a proven framework to help build your marketing performance measurement program. This framework and related development process will ensure the next time you need to defend marketing investment to your CFO you are armed with the right tools.
Who Should Attend
- Any B2B marketer who is involved in defending budget to leadership and finance teams.
- Marketing executives who want to ensure that marketing investment is aligned to business outcomes.
Students Will Learn
A proven methodology and framework to connect marketing investments and activities to business outcomes. In this class, I’ll share an in-depth measurement development process and framework for marketing performance excellence including:
- Mapping Marketing to Business Outcomes
- Understanding the Development Process for Marketing Performance Excellence
- Best Practices for Marketing Performance Measurement
- Learning the Proper Considerations for Metrics Selection
- A Methodological Framework for Marketing Performance Measurement
- Collaborating with Finance to Ensure Organizational Buy-In
This class will be a foundational class on marketing performance measurement.