Free book: "The Next CMO: A Guide to Operational Marketing Excellence (2nd Edition)" One of the most important skills for a marketing executive is the ability to communicate the business value of marketing to an executive audience. Those leaders who can communicate ROI accurately and credibly are trusted with incremental investment in marketing, but the topic is fraught with landmines that can erode confidence in your team and its investability.
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When developing your presentation for an executive audience, it’s important to shift your mindset from that of a practitioner of marketing who is in promotional mode to a leader of a critical business function who is reporting facts in the context of the business. Successfully making that shift is a critical requirement for marketing leaders.
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We all learned the 4 P's of marketing in business school, so why are most marketers only owning promotions these days. To have strategic impact, marketing leaders need to get back to driving the business by owning product direction, pricing/packaging, distribution channels, and the overall customer experience. Join us for this 30-minute live webinar, where we will discuss how marketers lost their strategic role at companies and how to get it back (there will be some tough love).
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Every marketing team wants to know how it is doing compared to industry peers. To help, Plannuh created the Operational Marketing Index (OMI), a survey that measures marketing operational excellence, and shows respondents how their marketing plan and budget execution stacks up. Join us for this 30-minute live webinar, where we will present the results of never-before-seen market data from the 2021 OMI survey, the key conclusions, and best practices to enhance operational marketing gaps exposed in the overall OMI results.
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The most successful marketing leaders know how to communicate their performance in the language of the CEO, and use their regular reporting cadence to show the value of marketing while setting expectations for achievement of their goals. In this webinar, you will learn the key considerations for reporting marketing results to non-marketing leaders.
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So you are measuring ROI on your marketing, but is it good? Are you including lifetime value considerations? Are you able to communicate the value of your marketing to the board? ROI can have several layers, adding complexity. Join us for a 30 minute live webinar to learn how to measure your real ROI to determine and communicate the true value of your marketing.
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Today, there are numerous metrics used to track the marketing performance of activities and channels but nothing to determine the operational effectiveness of the plan and budget. The Operational Marketing Index (OMI) asks a series of questions to provide a benchmark on your approach for building and managing a plan, and allocating and tracking your budget.
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Tulsa Federal Credit Union leveraged Plannuh to consolidate their marketing plan, campaigns, and ROI data. This gave a unified view of their strategic marketing and the agility to quickly make changes to the plan due to internal and external factors, which came in handy in 2020.
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Very few companies today calculate the true ROI on their marketing. Why? ROI is difficult to measure because your marketing investment often changes throughout the year for both your campaigns and overall plan (2020 was a banner year for it).
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