CFO vs. CMO Smackdown: How to Win the Budget Battles

Presenter: Guy Powell
Broadcast on Thursday, August 04, 2005
Duration: 90 minutes
Cost: $129

Why is it easy to speak the language of your external customers, but when you speak to your CFO and CEO, you don't even think of using their lingo? This 90-minute online seminar will teach you how to monetize your conversation with the CFO and CEO so that you can prove your case, win and expand your budgets, and deliver real business impact.

Two in-depth case studies will be presented. First, a major brewer optimizes their marketing spend at the local level, and, as a result, gets approval from the CFO for increased marketing spend. Second, a beverage provider finds out that their marketing was working but their channel partnership was broken. They were able to show the CEO how to renegotiate their contracts so that they could regain profitability and a win-win for themselves and their channel partner.

You Will Learn

A 3-step planning process to take your marketing metrics to the next level:

Benchmark your current metrics infrastructure
Build a framework for developing short term and long term measurement improvement goals
Plan a process to deliver continuous improvement as you achieve your goals

You will also learn:

The 10 Principles of ROMI (Return on Marketing Investment) to put your plans into a language that the CFO and CEO can understand
A results-oriented marketing budget to beat the usual "5% less than last year" or "7% of sales" budget mentality of the CFO
A detailed model of your marketingplace using all the 4-Ps (Product, Price, Place and Promotion) to make your integrated marketing plans fly
A data acquisition plan to give you immediate benefit now and increasing benefit over time.

Who Should Attend

Marketing professionals at all levels in consumer industries and large B2B companies who are responsible for planning and managing marketing campaigns to drive incremental revenue for their companies.

About The Presenter

Guy Powell is recognized internationally as an expert on Return on Marketing Investment. He has consulted with Fortune 1000 companies to help them drive more revenue at lower cost and risk.

He is author of Return on Marketing Investment: Demand More From Your Marketing and Sales Investments and is writing a second book to help marketers and business executives turn their marketing departments into a strategic advantage.

What Participants Said

Of the participants who evaluated this seminar, 83% would recommend it to a colleague. Some of their comments:

"Great information about ROMI. Provides a good blueprint for taking steps to improve relationships with CFOs and learn about new tools and methodology."

"Insightful, useful information and a worthwhile way to use the 90 minutes."

"Good actual equations and examples."

"I would have like to bring it down a level and speak to the companies like mine that don't have the resources to do complicated analysis. I'm speaking particularly about metrics related to branding."

"Once again you scored a 10. I am very pleased to say that there isn't one seminar you offered in which I didn't leave with at least one new idea or new way of looking at things. Thanks for providing these seminars - great topics and the professionals to speak on them!"