Harvard Business Review

JULY 25, 2017

Companies spend a lot on marketing communications. And more fundamentally, does marketing actually work? Marketing ROI analysis can help answer those questions. What is Marketing ROI, and How Do Companies Use It? Avery explains that it is also referred to by its acronym, MROI, or as return on marketing investment (ROMI).

ROI 8

ROI Marketing Marketing Mix Short-term 8

N2Growth Blog

AUGUST 22, 2010

If your CFO handles all communications with your banking relationships, and your Chief Investment Officer handles all of your investor relations, you’re flat out missing the boat. The UC Berkley budget gap has grown to $150 million, & still the Chancellor is spending money that isn't there on $3,000,000 consultants.

Blog 401

Blog Gordon CEO Consultative 401

Strategy Driven

NOVEMBER 18, 2013

Make an appointment with the CFO. Talk to the person who MAKES the budget, not the person who spends it. Marketing & Sales buy gitomer buygitomer Jeffrey Gitomer marketing and sales strategydriven' They just buy. He or she is most interested in making a profit, not just saving a dollar. Why did you lose the sale?

Proposal 58

Proposal Price Long-term Customer Loyalty 58

Harvard Business Review

NOVEMBER 25, 2013

Marketing is in the midst of an ROI revolution. The arrival of advanced analytics and plentiful data have allowed marketers to demonstrate return on investment with a degree of precision that’s never been possible before. To date, however, the reality of marketing analytics has fallen short of the promise.

CFO 8

CFO Short-term Long-term Benchmarking 8

Harvard Business Review

MAY 28, 2018

With a $25,000 personal investment and a small office in her home, she began aggregating sales leads and aggressively acquiring customers through very traditional marketing means — like yellow page advertisements. Data-Driven Marketing. It was 2001, and online advertising was at its nascent stage. The situation was untenable.

Retail 8

Retail Audience Budgeting Advertising 8

Harvard Business Review

JANUARY 11, 2016

The 1990s saw the rise of the strategic CFO, and more recently many companies have created a chief strategy officer (CSO) position. Such friction is destructive — and a huge missed opportunity, because the CFO and the strategy head are far more effective when they collaborate. Tapping the most promising growth spots.

Strategy 8

Strategy CFO Finance Short-term 8

Harvard Business Review

MAY 31, 2012

Marketers get no respect, writes Ivey Business School professor Niraj Dawar on INSEAD's blog. Yes, marketing faces a steep uphill battle its quest for a seat at the table of valued corporate functions. So what can marketing do to regain respect? And most people still back a free-market economy.

Supply Chain 12

Supply Chain Real Estate ROI CFO 12

Harvard Business Review

APRIL 18, 2014

The company was hell-bent on entering a new market but knew it had to automate its warehouse to do so. The project budget paid for the software and not a lot more. BlueArc’s top team remained confident because they knew the company was strong in three critical areas: The ability to predict the market. Forecasting acumen.

CFO 8

CFO Venture Funding IPO Retail 8

Harvard Business Review

AUGUST 8, 2013

Market leaders and fast followers seek transformational change; cautious adopters and laggards dip their toe into incremental change. Market leaders and cautious adopters proactively seek change; fast followers and laggards take a reactive approach. Organizational DNA. See accompanying chart.) Corporate boards should take note.

CIO 8

CIO Succession Fast Follower Chief Information Officer 8

Harvard Business Review

APRIL 13, 2015

A charismatic CEO, imported from outside the industry, was making bold, expensive investments in new markets. “We’re really not budgeted for that,” the leadership team explained. What would inspire the CFO or CEO to talk to investors about a major innovation underway? What should they do? Take Boeing.

CFO 8

CFO Innovation CEO Airlines 8

Harvard Business Review

MAY 8, 2014

Large companies rarely face this growth killer since most of them maintain deep cash reserves, have access to the financial markets, and possess the financial discipline to react long before a crash. Midsized companies need to be far more cash-conscious — even penurious — when their markets go sour. firm in 1989.

Crisis 8

Crisis CFO GAAP Banking 8

Harvard Business Review

JULY 25, 2013

Whetstone argues that companies need to do a better job of empowering the entire organization to access and manipulate data, while at the same time integrating the CIO''s role more seamlessly into business units (and business unit budgets). Why Can''t a CIO Be More Like a CFO? Reinventing Corporate IT An HBR Insight Center.

CIO 8

CIO CFO Chief Information Officer Business Intelligence 8

Harvard Business Review

APRIL 13, 2012

However, cloud services are just that, a service, and require reallocating money to operating expense budgets. But if you're a CFO, you'll have to decide whether you like consistent or variable expenditures. This can be a big change when your company must still pay to maintain existing infrastructure.

CFO 15

CFO Operations Budgeting Technology 15

Harvard Business Review

SEPTEMBER 9, 2014

Almost any enterprise you can think of, no matter the industry or sector, is trying (or being pressured by competitors) to use new technology to harness the vast new oceans of data being generated by smartphones, sensors, digital cameras, GPS devices, and myriad other sources of information originating from customers and markets.

Technology 8

Technology Metrics Budgeting CIO 8

Harvard Business Review

MARCH 9, 2017

Invest significant time in training and mentoring a junior colleague so they can run the budget meetings without you. The new trainee could have done a first draft of the marketing summary; the groceries could have come from an Amazon standing order. Work differently.

Stress 15

Stress Long-term Short-term Contingency Plans 15

Harvard Business Review

MARCH 19, 2012

There is a permanent new dynamism and volatility in the job market, and the cost of experimentation has fallen dramatically. Imagine a marketing consultant — experienced in industries from farming to financial services — being asked to run a $200 million budget for a big bank.

Career 14

Career Long-term Christensen CFO 14

Harvard Business Review

SEPTEMBER 25, 2013

For example, a sector manager for an internet commerce organization decided to stretch her skills by forming and leading a community of marketing experts from different organizations. One of my students, a mid-sized company CFO, told me that every budget season he personally went through all the budgets to identify inefficiencies.

Porter 10

Porter Delegation Learning-by-Doing Project 10

Harvard Business Review

AUGUST 30, 2012

But in the budgeting process, the initiative got little funding. Some point to politics in the C-Suite, especially to competition between the COO and CFO. If the COO launched a large, cross-functional improvement program, the CFO would underfund it. The initiative fizzled. They blocked each other's progress.

Company 8

Company COO CFO Insurance 8

Harvard Business Review

MAY 14, 2012

We collaborated with our CFO to think through the budget and prize strategy. For this we enlisted the help of the most relevant guardian of our on-going business — the vice chairman in charge of the markets. For example, we sought the Office of General Counsel's help in developing terms and conditions for the contest.

Innovation 11

Innovation CFO Learning-by-Doing Brainstorming 11

Harvard Business Review

JANUARY 28, 2015

Rather than measuring marketing KPIs or operations KPIs, focus instead on the more customer-oriented journey KPIs, such as lifetime margin. Once the drivers of the costs of the journey are understood, marketing can work with operations to address them. Consider how Dutch energy company Essent is redesigning the customer experience.

COO 8

COO Planning Metrics Call Center 8

Harvard Business Review

SEPTEMBER 21, 2015

Lotta Tindal, the chief marketing officer for the Dutch hospitality group Ervaring Hotels & Resorts, hadn’t wanted to come to the presentation, but Gerard Bakker, Ervaring’s CFO, had twisted her arm. But Lotta wasn’t yet ready to gamble a significant portion of her marketing budget on it.

Case Study 8

Case Study Travel Hotels NPV 8

Harvard Business Review

JULY 21, 2016

CFOs were the first functional chiefs to join, followed in the 1980s by Chief Strategy Officers (CSOs). The 1990s saw the appearance of Chief Information Officers, Chief Marketing Officers and others. Outside executive team meetings, new committees proliferate (HR, health & safety, budget, etc.) One executive I met had 37.5

Execution 8

Execution Team Committee COO 8

Harvard Business Review

MAY 5, 2016

“He mentioned something about surplus in their public works budget and some federal money they needed to spend,” she said. ” Andrew Lowell, Lumiscape’s CFO, had thought it was a mistake to move exclusively to contracts. He clearly had a strong opinion on this, as any good CFO would. Cameron sighed.

Case Study 8

Case Study Business Model CFO Software 8

Harvard Business Review

AUGUST 15, 2013

They resist getting their hands dirty alongside the CIO, even though many of them will readily get down into the mud of a balance sheet with the CFO or strategize the details of global brand issues with the CMO. Boards should require that CEO candidates demonstrate not just knowledge of finance and marketing but also a technology aptitude.

CEO 8

CEO CIO Technology CFO 8

Harvard Business Review

JANUARY 16, 2015

CSO, CFO, CIO, IT, Ops (Practice Leaders): Typically, these decision makers run cost centers as opposed to generating revenue. Sales, Marketing, GMs, Product (Business Leaders): These decision makers are directly involved in generating revenue and they are judged based on the numbers.

P&L 8

P&L Due Diligence CIO COO 8

Harvard Business Review

FEBRUARY 17, 2016

and the open market­ (Does a person doing this job in another company get similar pay?). During that discussion, Carl explained that he thought Todd deserved the raise, especially if his responsibilities increased, and that there was money in the budget to give it to him. ” Try to demystify the process for them.

How To 8

How To COO Report Follow-up 8

Harvard Business Review

JANUARY 31, 2018

In his late twenties, “James” was hired in a strategy and business development role inside a multibillion-dollar marketing and communications business. Eight months after being hired, he was offered the CFO position, leapfrogging the controller who hired him. Thirteen years later, he found himself the CEO of a $1.5

CEO 8

CEO CFO P&L Career 8

Harvard Business Review

DECEMBER 8, 2016

Listening, Derek Melis, his friend and CFO, was relieved. Please don’t let that cloud your judgment as CFO. ” “As the CFO, I can’t lose sight of what’s going on in each country.” Rogier Maes, the CEO of Contect, wrapped up his year-beginning speech to all the company’s employees.

Case Study 8

Case Study Decentralization CFO Construction 8