A Refresher on Marketing ROI

Harvard Business

Marketing ROI analysis can help answer those questions. What is Marketing ROI, and How Do Companies Use It? Marketing ROI is exactly what it sounds like: a way of measuring the return on investment from the amount a company spends on marketing. Marketing ROI is a straightforward return-on-investment calculation. In its simplest form, it looks like this: The goal, as with any ROI calculation, is to end up with a positive number, and ideally as high a number as possible.

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7 Ways to Measure the Impact of Leadership Development

Great Leadership By Dan

Much has been written about the importance of measuring the impact of leadership development programs or systems. External perception can be measured by awards, such as CEO Magazine “Best Companies for Leaders” and hundreds of individual leadership awards (CEO of the Year, CIO of the year, CFO of the Year, etc…). Individual Development Plan (IDP) progress or completion. Track the completion of development activity for key leaders and succession candidate pools.


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Communicating at All Levels of the Organization | Survive Your.

Survive Your Promotion

CFO – Three words… cost benefit analysis. The shorter the time period over which a project will pay for itself, the more likely the CFO will be interested in hearing more about it. How does it fit into the personal development plans of your staff members? Survive Your Promotion!

Bad Boss Blues « Survive Your Promotion!

Survive Your Promotion

As you get better at being a manager, one of the first things you’ll notice is that there are LOTS of managers who seem to have missed out on their own training and development. But when I present to the CFO or any other detail oriented, process focused individual, I adapt my style. Need help developing your management skills? Survive Your Promotion!

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Shifting Finance from Controlling to Improving

Harvard Business Review

Consider for example CFO Ric Magnuson of Group Health Cooperative , a nonprofit health care system in Seattle with 10,000 employees, who started out as a skeptic on the process improvement activities his company launched in 2008. Getting the CFO on board is key. CFO Tim Olson of ThedaCare , a healthcare system in Wisconsin, went through a similar conversion. CFO Ric Magnuson had a personal coach working with him for seven months.

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How CMOs Can Get CFOs on Their Side

Harvard Business Review

Marketing is in the midst of an ROI revolution. ’” To reverse this perception and to get greater bang for marketing’s buck, we believe that CMOs must become true collaborators with CFOs and adopt a marketing ROI approach that’s driven by analytics. In our work with clients across dozens of sectors over more than five years, we have found that the strongest CMO/CFO partnerships develop when both parties undertake five actions: 1.


How Big Data Brings Marketing and Finance Together

Harvard Business Review

To spearhead analytic efforts, he assigned a finance person – who was already embedded in marketing – to create an ROI evaluation framework and integrated her deeper into the marketing function. Intel formed a special Marketing ROI (MROI) team – a first-of-its-kind collaboration between marketing and finance. This has brought agreement on a common set of ROI metrics and helped facilitate decision making about investing in short-term sales versus brand equity.

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Convincing Employees to Use New Technology

Harvard Business Review

We’ve spent an awful lot of money on technology, but I still see people working in the old way,” complained the CFO of a large hospitality company. It’s remarkable how commonplace it is for leaders to lose sight of the true ROI of their digital investments: collaboration among actively engaged users, smarter decision making, increased sharing of best practices and, over time, sustained behavior change. Engage your HR and Organizational Development people early.


A Step-by-Step Plan to Improve CMO-COO Collaboration

Harvard Business Review

Here are our recommendations for how CMOs and COOs can develop a more collaborative working relationship: 1. Develop a shared vocabulary and shared metrics. When the marketing/operations team walked through each of the stages of this particular journey, they quickly developed a greater appreciation for the entire process. The CMO and COO should work together to develop, in advance, processes and protocols for addressing negative feedback quickly.