Marketing
1. Metrics
How to Link Marketing Performance with Financial Goals
[ 2-Day Workshop]
OVERVIEW
The recent economic crises have compelled businesses to change the way they
operate and implement new procedures to evolve with changing economic tides.
Many corporate boards, CEOs and CFOs now believe that the only way to effectively
manage a business is through intensive financial scrutiny. They expect marketing
executives to provide justification and demonstrate return on marketing spending in
precise financial measures. This has created pressure on CMOs and other senior
marketing executives to rapidly build the necessary expertise and capability within
the marketing function to meet this growing challenge.
This two-day intensive workshop has been designed to provide in depth insights into
connecting the links between business growth model fueled by Marketing and the
business control model managed and operated by Finance. The program covers, in
detail marketing metrics that are designed to measure brand strength, customer
perceptions, customer lifetime value, customer acquisition and retention costs and
efficiency and effectiveness of internet and social marketing. The program aims to
accomplish the following main learning objectives:

A thorough understanding of the corporate financial model; how financial
goals are set and the control mechanism to achieve those goals.

Practical grasp of basic financial concepts that are fundamental to
marketing executives for creating a robust model of marketing metrics,
capable of providing logical answers to corporate executives.

Development and understanding of 25+ Marketing Metrics to measure
productivity, effectiveness and profitability of marketing performance in the
areas of brand, customers, products, channels, promotions and new media
(internet and social marketing).
Metrics Covere d

CUSTOMER LIFETIME VALUE
(CLTV)
 BRAND E QUITY
 MARKET PENETRATION
 CUSTOMER SATISFACTION
 CHURN RATE
 W ALLET SHARE
 PRICE W ATERFALLS
 BREAK E VEN A NALYSIS
 CUSTOMER PROFITABILITY
 PRODUCT MIX VARIANCE
 CHANNEL PROFITABILITY
 CUSTOMER FUNNEL A NALYSIS
 CUSTOMER A CQUISITION
COSTS
 CUSTOMER RETENTION C OSTS
 RETURN ON CUSTOMER
 COST PER C LICK
 BOUNCE RATE
 CONVERSION RATE
 COST PER LEAD

 RETURN ON MARKETING
I NVESTMENT
 BRAND U SAGE I NDEX
 PROMOTION P ROFITABILITY
 RETURN ON A DVERTISEMENT
 MARKET REACH
 CONTRIBUTION MARGIN
WHO SHOULD ATTEND
This workshop is designed for marketing and finance executives who need to assess return from
marketing spending. Marketing managers with budgetary responsibilities along with product and
brand managers will benefit from better understanding to of marketing metrics enabling them to
develop successful strategies, justify expenditures and demonstrate returns. Finance executive will
improve their understanding and ability to evaluate marketing investments and programs.
WORKSHOP BENEFITS
Participants will develop a measurement based approach to evaluate marketing expenditure, provide
justification and demonstrate return on marketing investment.
WORKSHOP FORMAT & CONTENT
Overview of Finance & its Limitations: Basic financial concepts, limitation of accounting/ finance, basic
financial measures for profitability, growth & ROI, NPV, DuPont model.
Overview of Marketing & its Challenges: New business model, challenges of measuring the immeasurable,
value chain analysis, business growth model verses business control model.
How to Asses Markets and Customer Perceptions: Competitive analysis, market demand, growth, share,
penetration, brand awareness, brand equity, usage index, customer satisfaction.
Product Profitability: Pricing strategies, pricing waterfalls, product margins, cost structure, fixed variable
costs, breakeven analysis, contribution analysis, channel profitability/margin.
Customer Profitability: Wallet share, cross sell, up sell, funnel analysis, customer acquisition and retention
costs, customer relationship and customer lifetime value, customer ROI.
New Media / Promotions: Advertising media and web based metrics, Market reach, frequency, response,
conversion rates, bounce rate, cost per click, promotions costs and profitability.
Linking to Financial Goals: Linking with strategy, balanced scorecard, return on marketing investment,
activity based analysis, marketing dashboard.
“ Today’s boards want chief marketing officers who can speak
the language of productivity and return on investment and are
willing to be held accountable. In recent years, manufacturing,
procurement and logistics have all tightened their belts in the cause
of improved productivity. As a result, marketing expenditures
account for a larger percentage of many corporate cost structures
than ever before. Today’s boards don’t needchief marketing officers
who have creative flair but no financial discipline. They need
ambidextrous marketers who offer both.”
-The Wall Street Journal
“If you can’t measure,
you can’t manage.”
- Peter Drucker
WORKSHOP FACILITATORS
David Smith has more than 15 years of global experience across several industries,
including consumer electronics, professional lighting, semiconductors and
computers. Recently, he was the CMO of a global consumer electronics
manufacturing company operating in Asia Pacific and North America. Prior to that,
he was Vice President of Philips Electronics for Lighting with a regional focus in the
Asia Pacific. He also held several other leadership roles at Philips including Vice
President of Strategic Marketing and Brand Management. He has spent over a
decade with Samsung in various leadership roles across a range of businesses and
geographies. In addition to his experience with a wide business portfolio, David
has extensive functional expertise that includes strategic planning, product
management, marketing, e-commerce and general management.