This Master Class covers:
- How to determine marketing's contribution to overall business goals
- Setting KPIs to align with your company's business objectives
- How to develop a process to manage and deliver ROI
- Techniques to measure and improve effectiveness
- How to provide insight to guide future marketing decisions
- Analyzing performance to drive financial impact
MAKE INFORMED DECISIONS BASED ON ACTUAL DATA
Measuring tactics and displaying the results in fancy dashboards will only get you so far!
If you want to make a positive impact on your business (and get ahead in your career), you need to develop the financial acumen to measure, make informed decisions based on actual data, and communicate marketing's greater impact to your CFO and management team.
That's what you'll learn to do in this Master Class, with revenue catalyst Samantha Stone.
Whether your business goals are increased revenue, market share or penetration of a new market, or recurring revenue, you'll learn how to create concrete goals, establish KPIs, track marketings' contribution, report effectively, and manage your P&L (Profit and loss) ledger.
Once you've completed the 13 bite-sized (yet comprehensive) lessons, you'll have the skills and knowledge needed to make smarter decisions, secure bigger budgets, and prove that marketing deserves a seat at the table.
MASTER CLASS LESSONS
Complete each of the following lessons to earn your certificate of completion.
In this first lesson, you learn the importance of setting realistic goals and four important questions that will guide you to select goals that align with your organization (and if all else fails, Samantha suggests a pint of ice cream can help).LENGTH: 16:47 minutes
Relying on the number of leads generated isn't the only indicator of how your campaigns are performing. In this lesson, you'll learn more about KPIs (what it is and isn't) so you can rely on these key findings to tell you about the overall health of your business.LENGTH: 4:40 minutes
The Four Pillars of KPIs
KPIs are a signal that should help inform actions. The best way to identify these signals is to group KPIs into pillars. In this lesson, you'll learn what those pillars are (Awareness, Consideration, Demand, and Advocacy) and what insights to glean from each.LENGTH: 23:32 minutes
Once you've grouped your KPIs into Pillars you'll want to break it down even further, so the metrics can inform and guide deeper analysis. The way to do this is Diagnostic Metrics and Lense. In this lesson, we'll review how these two can provide deeper insights.LENGTH: 4:45 minutes
The Highs and Lows of KPIs
Why the fuss with KPIs? The truth: your CFO needs to know how well the business is performing and KPIs provide that insight. In this lesson, Samantha shares the highs and lows of KPIs and validates your efforts to measure data that can impact decision-making.LENGTH: 5:39 minutes
Measure Impact, Not Activity
In this lesson, Samantha shares why she cut leads in half and yet grew revenue by 20%. You too will learn to evaluate your metrics and make decisions that change behavior.LENGTH: 6:24 minutes
We can't talk measurement without talking about attribution. It may be a pain, but it's necessary. In this lesson, you'll discover why we need to understand attribution, and how it can help us make good decisions about what activities to do—and which need help.LENGTH: 10:31 minutes
ROI is not the only way to measure. In this lesson, you'll learn about the revenue challenges that impact business in a positive way are so you can educate management on how they contribute to the financial success of your organization.LENGTH: 3:56 minutes
Return On Investment (ROI)
In this lesson, you'll learn how to calculate ROI and ROMI (Return on Marketing Investment) and understand the many benefits associated with ROI metrics.LENGTH: 12:55 minutes
Tracking Marketing's Contribution
Many organizations will assign marketing a quota much like a sales quota. Samantha shares a more powerful way to hold marketing accountable. In this lesson, you'll learn how to track activity, keep an eye on your efforts by channel, and an easy framework to use.LENGTH: 7:43 minutes
Key Steps for Measurement
In this lesson, you'll learn about the three prongs of measurement: set goals, measure progress, and use the findings to inform decisions. And you'll learn the steps to ensure your reports include what your CFO wants to know.LENGTH: 4:02 minutes
Gathering and Interpreting Data
In this lesson, discover why and how to create your reporting dashboard. We'll also cover common reporting sources, timing of reports, how visualization can help make the data easy to consume, and a few critical factors to ensure your CFO has the information they need.LENGTH: 17:16 minutes
Profit and Loss (P&L) Overview
Profit and Loss, or a more familiar term P&L, will inform how much budget you can spend on marketing. In this lesson, you'll get a quick overview of what marketing should be looking at, the most valuable use of the P&L, and how you should be utilizing your P&L.LENGTH: 5:25 minutes
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These materials aren't required to officially complete this Master Class, but they can help you more deeply understand and better implement what you learn.
- Registration required to access supplementary resources
Financial Goal Setting -- Download the transcripts (zip)
Financial Goal Setting -- Handout: Campaign Reporting (pdf)
Financial Goal Setting -- Handout: Reporting Frequency (pdf)
YOUR INSTRUCTOR: Samantha Stone
Samantha Stone, author of Unleash Possible: A Marketing Playbook that Drives Sales, is a revenue catalyst who helps unleash the possible in organizations that have complex selling processes. She's a fast-growth, B2B marketing strategist, researcher, speaker, consultant, and persona coach. In 2012 she founded The Marketing Advisory Network to help savvy business leaders unleash the possible within their enterprises.
Program Advisor: Gigi Geiger
Gigi Geiger is senior manager of marketing analytics & insights at Thermo Fisher Scientific. She's so genuinely enthusiastic about analytics, she's been told it’s infectious! Her background includes streamlining marketing analysis/ROI ($250M+) for a variety of industries (automotive, technology, healthcare, biotech) in which she's guided executives, finance, digital channel managers, web/content creators, and even PR on opportunities.
Instructional Designer: Felicia Bonavita-Isoldi
Felicia Bonavita-Isoldi, senior program manager, oversees instructional design for MarketingProfs training program and develops content to help marketers bridge the skills gap. Previously, she worked at United Business Media, one of the world's leading tradeshow organizers.