The number one topic facing marketing organizations today is providing the financial worth of marketing expenditures. That's why we have gone to the Wharton Business School to bring you the best thinking on this vital topic.

The pressure is on marketing to justify its expenditures as financially viable relative to other potential ways the organization could spend its money. The concept of “trust the marketing dollars are working," is losing support as all other parts of the company have to fight for budgetary dollars as well.

Yet, marketing has a language of its own that is often hard to translate into a financial return. We often use metrics, such as awareness, preference, customer satisfaction, loyalty or brand loyalty. Yet, when asked to demonstrate the relationship between a point of awareness and financial consequences, the marketer is left with little to say. The time has come when marketing has to draw the link between marketing metrics and the financial language of the rest of the organization.

This is made more difficult by the time lag between marketing spending and results. Marketing budgets are treated as an expense and evaluated based on currently financial return. The challenge is to recognize the long-term consequences of the marketing spending, in creating brand, establishing customers, solidifying loyalty levels, thereby building a long-term revenue stream. Just like other expenditures with longer term payoffs, it is essential that marketers learn how to make the case for marketing to be viewed as the investment in an asset.

This seminar will show you how to connect marketing spending to the financial consequences of marketing spending, and not to be satisfied with the connection to interim marketing metrics.

You will learn how to determine the financial value of acquiring a customer, retaining a customer, and satisfying a customer.