Program content
Research shows that companies using ROI metrics and the framework supporting marketing ROI are outgrowing their competitors and building credibility with CEOs and CFOs. Jim Lenskold will share industry trends on marketing ROI practices, how companies are moving forward, and what you can do to apply core principles and best practices to turn insight into competitive advantage and profitable growth.
Learning Objectives
Jim Lenskold, author of the award-winning book Marketing ROI: The Path to Campaign, Customer, and Corporate Profitability will provide guidance on developing marketing ROI (mROI) measurements, analyses, and tools for marketing organizations at the beginning of their ROI development or for those already well on their way.
This Webinar will cover:
- The industry position on adopting marketing ROI and key practice areas supporting ROI processes
- Key differences separating fast-growth and slow-growth companies
- Applying ROI analysis and customer profitability insight to guide acquisition and retention marketing
- Addressing common challenges and barriers
- Four ways mROI can give you a huge competitive advantage (while building good credibility internally).
Participant level of understanding
Marketing, analytic and finance executives will benefit from understanding how an ROI framework, combining financial insight and measurement capabilities, can effectively guide strategic and tactical decisions toward greater sales and profit generation.
About Jim Lenskold
Jim Lenskold is President of Lenskold Group. Jim has brought 20 years of innovation in marketing ROI measurements and analysis into the mainstream marketing organizations through consulting, publishing, speaking and workshops around the world. His book Marketing ROI: The Path to Campaign, Customer, and Corporate Profitability is translated into eight languages and was named one of the five most influential marketing books of 2004 (Berry – AMA Foundation Awards).
Founded in 1997, the Lenskold Group helps Fortune 1000 and emerging mid-size companies adopt advanced marketing ROI capabilities and build greater accountability and credibility for marketing. Lenskold Group specializes in practical measurements, ROI planning tools, and financial impact analysis to guide profitable acquisition, retention, and growth strategies for B2B and B2C companies. The Lenskold Group serves Fortune 1000 and emerging companies in the US, Canada and Europe.
Jim’s career began in the mid-1980’s at AT&T where he managed a $20 million marketing budget for retention marketing and new strategy development. He also successfully launched and grew a technology firm before starting the Lenskold Group. Jim has served on the Advisory Boards for CMO Magazine and the CMO Council’s Mastering Marketing Performance Measurement program.
