This webcast is part of the Marketing Measurement Today™ webcast series, presented in association with MarketingNPV and SAS.
Program Content:
What does it really take to bring an organization through the life cycle of measurement and metrics adoption?
Kim Johnston, VP of Marketing and Sales Operations for Symantec Corporation provides a case study of her experience in defining a metrics driven approach to enhancing the effectiveness and efficiency of marketing programs. She shares insight into the benefits of implementing a successful marketing measurement system and offers keys to overcoming many of the common obstacles involved in such an endeavor.
Who Should Attend:
- Senior marketers who need a comprehensive framework for measuring marketing performance;
- Those who are responsible for designing a measurement framework or executing against specific marketing metrics.
Learning Objectives:
- The path to understanding: Marketing Resource Allocation
- Alignment – the key to successful marketing measurement
- Marketing Metrics – are you looking at the right ones?
- Next steps to on the path to enlightenment
Marketing Measurement Today™ is a trademark of MarketingNPV
About Kim Johnston, Symantec; Pat LaPointe, MarketingNPV
Kim Johnston is Vice President, Worldwide Sales and Marketing Operations at Symantec Corporation. She is a marketing professional with 19 years of experience in the high tech industry. She has worked across multiple customer segments ranging from consumer, mid market, and large enterprise.
As Vice President of Sales and Marketing Operations, her primary directive is to enable the organization to increase productivity, extend the brand and exceed results. In this role, she co-sponsored the Symantec branded experience across the buying cycle to yield an improved perceived value and customer relationship engagement. The executive customer briefing program yielded an 85% customer satisfaction rating and a 30% acceleration in the selling cycle. Her accomplishments also include driving demand generation programs that have yielded 4x the industry average response rate and more than a 10 to 1 return.
Prior to this role, she was the vice president of product marketing and campaigns where she determined proven go to market plans for emerging and existing product lines. She delivered the first set of business solution messaging and the first campaign architecture that optimized the overall marketing mix across a broad product portfolio and market segments.
Prior to Symantec, she was a member of the engineering group at Peter Norton Computing, Inc and other privately held mechanical engineering firms.
Johnston holds a bachelors degree in Mathematics/Economics from the University of California, Santa Barbara.
Pat LaPointe is Managing Partner at MarketingNPV, a highly specialized consulting firm that builds marketing dashboards, marketing ROI/analytical frameworks, and brand scorecards that measure the creation of economic and strategic value for both the short and long term. Lapointe directs development of client solutions for CMOs in the areas of marketing measurement processes, tools, and skills to determine the financial return from marketing investments. His book Marketing by the Dashboard Light: How to Get More Insight, Foresight, and Accountability from Your Marketing Investments is a pioneering work on the topic of marketing dashboard development.
Prior to launching MarketingNPV, LaPointe 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 CRM and loyalty programs. He 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. A well-known speaker, LaPointe is a regular panelist and chairman at ANA and AMA events, and has served as a guest lecturer at Wharton School of Business, MIT, and at the Tuck School of Business at Dartmouth. He is a frequent contributor to the ISBM and serves on the Board of Directors of the Business Marketing Association. LaPointe is an MBA graduate of Stern School of Business at NYU and holds a Bachelor of Commerce degree from McGill University in Montreal.
