Summit Europe Sessions Naked and Afraid Rationalising Confusing Goals to Pinpoint Marketings Impact

Naked and Afraid: Rationalising Confusing Goals to Pinpoint Marketings Impact

Speaker(s):  Ross Graber, Jennifer Ross

Syndicate(s): Marketing Strategy and Operations, Marketing Executive

Focus: Operationalize

Priorities: Marketing Reporting and Measurement

In a popular reality television show, two complete strangers are dropped into the middle of a wilderness and must figure out how to survive without even the clothes on their backs. When disruptions happen in the business environment ¬– change in leadership, a merger or acquisition, radical budgetary change or reorganisation – marketing leaders can feel just as naked and afraid when they’re asked to demonstrate performance in the absence of clear goals. How can b-to-b marketers respond to unanticipated circumstances and develop a realistic set of goals that can be parlayed into a vision for demonstrating marketing’s impact? This presentation will provide the following benefits:

For marketing:

  • Understand how to develop and gain organisational buy-in for a set of appropriate goals to replace undefined and/or unattainable marketing goals
  • Learn a process for translating poorly developed goals into specific measurements that can be used to manage the business and reflect marketing’s impact
  • Gain insight into best practices for what and how to communicate marketing performance up, down and across the organisation