How a company manages its marketing budget drives not only how well the marketing organization can perform, but also how well the company can perform. Shareholders expect the company to maximize profits so they can achieve the highest possible returns from their investments. The company maximizes profits by maximizing sales revenues, minimizing overhead expenses, maximizing gross margins, and managing its own investments to an appropriate level of risk and expected returns.
This two (2) day seminar gives the participant an overview of how to effectively use marketing ROI to improve the company or firm’s profitability. This workshop will focus on the opportunity to have an impact on profitability at the campaign, customer, and corporate levels. The seminar will focus on ways to better strengthen the company’s competitive position by solidifying the management of your company marketing expenses.
Seminar Objectives:
- Describe the RIO principles of marketing.
- Define the power of marketing ROI
- Present tools to measure the return on investment
- Present ways to build the ROI formula
- Describe ways to track investments and return patterns
- Review how to manage corporate-level profitability
Topics discussed during this seminar are:
- The Power of Marketing ROI
- Shortfalls in Alternative Marketing Measurements
- Addressing Profit Pressure
- Defining Incremental Value
- Calculating the Return
- Calculating the Investment
- Where ROI Measurement Go Wrong
- Key Principles for ROI
