Program content
The Lenskold Group / Kneebone 2008 Marketing ROI & Measurements Study revealed underlying practices that distinguished the elite segment of marketers delivering highly effective and efficient marketing from the rest of the pack. Jim Lenskold will present the research results, which include some surprising findings in terms of data access and measurements. Based on these findings, Jim has outlined 7 critical steps that every company can take to improve their effectiveness, efficiency, and ROI performance. We’ll discuss key challenges of marketing measurements, how to establish initial success and momentum, and how to overcome cultural barriers.
Learning Objectives
Jim Lenskold, author of the award-winning book Marketing ROI: The Path to Campaign, Customer, and Corporate Profitability will provide an understanding of how to make improvements in getting the right data, measurements, analytics, and action steps in place to guide strategic and tactical decisions toward increased sales and profitability.
This Webinar will cover:
- Which data gaps have the greatest impact on performance management
- How measurements and ROI metrics should be prioritized and applied to generate growth
- How effectiveness without efficiency falls short
- What is necessary to drive insight-driven planning and budget allocation
- How to break down barriers to get the resources you need to deliver
Intended Audience and Participant Level of Understanding
- Senior Marketing executives responsible for managing marketing performance
- Marketing managers, marketing analysts, and financial managers who need to measure and analyze the effectiveness and efficiency of marketing strategies and tactics.
- Marketing executives and managers that need new insights to reach objectives, achieve growth, and improve overall performance.
About Jim Lenskold
Jim Lenskold is President of Lenskold Group. He 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.
Lenskold’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. He has served on the Advisory Boards for CMO Magazine and the CMO Council’s Mastering Marketing Performance Measurement program.
