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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Complimentary Resource – The CFO’s Cheat Sheet to Compensation Risk & Reward

Strategy Driven

The CFO’s Cheat Sheet to Compensation Risk & Reward. This 4-page guide outlines 7 ways that automated compensation management software improves your ROI: Streamlined data and workflow processes. Business application investments that generate ROI. Click here for more information on The CFO’s Cheat Sheet to Compensation Risk & Reward. You just finished reading Complimentary Resource - The CFO''s Cheat Sheet to Compensation Risk & Reward !

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7 Ways to Measure the Impact of Leadership Development

Great Leadership By Dan

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…). leadership development leadership programs measurement ROIMuch has been written about the importance of measuring the impact of leadership development programs or systems. Over the years I’ve been looking for practical, meaningful, and effective metrics.

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. Survive Your Promotion!

Southwest Airlines 2011 Results Reflect Benefits of Servant Leadership

Modern Servant Leader

During the financial earnings call, CEO Gary Kelly , CFO Laura Wright and Executive VP Robert (Bob) E. Any reduction in staff or fleet would be Kelly’s, “least favorite tool if looking for ways to sustain or improve ROI” He then summarized any reductions were, “not in the cards right now” Servant leadership proponents are grateful for the examples and model set by Southwest Airlines.

B2B versus B2C Marketing Adjustments

Coaching Tip

Think about the Boeing Engineer evaluating a GE jet engine for a new airplane…a CIO evaluating a new Enterprise Resource Planning System software provider…or a CFO reviewing audit firms. . Understanding these key differences and then applying the correct marketing approaches will boost the overall ROI on marketing efforts and ultimately propel an organization towards sustainable, predictable, and profitable growth. By Guest Author Sean Geehan.

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Bad Boss Blues « Survive Your Promotion!

Survive Your Promotion

But when I present to the CFO or any other detail oriented, process focused individual, I adapt my style. Survive Your Promotion!

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How One CMO Revamped Her Role

Harvard Business

At one point, the CEO indicated that he would know that the right shift had occurred when the CFO, chief strategy officer, and other C-level leaders were seeking the CMO’s advice on strategic business problems. We’re working on a model for the ROI of a technology dollar, versus a marketing dollar, versus a sales dollar, so we can make trade-off decisions. Don Farrall/Getty Images. When she first saw the email, she thought she was about to be fired.

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How CEOs Can Keep Their Analytics Programs from Being a Waste of Time

Harvard Business

The findings show that fewer than half of analytics programs met initial return-on-investment (ROI) goals. But poor ROI is only part of the story. As one financial services CFO told us, “Our mental models were so rigid that even how we thought about data itself needed to be challenged. Paul Garbett for HBR. Despite billions of dollars invested in big data and analytics, the simple truth is that most projects and programs fail to meet expectations.

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The Most Common Reasons Customer Experience Programs Fail

Harvard Business

When it comes time to set key performance indicators (KPIs) for the program, be sure to match them up against input from both your CMO and your CFO. There are many obstacles and detours that can prevent full ROI from your CX program. Most customer experience (CX programs) are positioned as strategic, but quickly veer away from business objectives and become simply about tracking CX metrics. Time passes slowly, data continues to mount, and paralysis sets in.

Morning Advantage: All I'm Askin' Is for a Little Respect

Harvard Business Review

The CEO wonders how you spend your time, the CFO wonders how you spend the company’s money, the sales folks think you’re too conceptual, too abstract, and not sufficiently focused on the immediate business, and the production and supply chain guys just think you’re full of hot air.". And the ROI for this spend is anything but clear. Simple, says Dawar: contribute to sustainable competitive advantage; demonstrate ROI; and connect the dots from spend to revenue.

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When It Pays to Think Like a Finance Manager

Harvard Business Review

From our point of view, in other words, most people use ROI analysis as a way to justify something they really want to do anyway. Several years ago, when I was serving as the company’s CFO, one of founders came to me and said, “Joe, I would like to buy a new three-dimensional printer.” He then said to me, “So can you do an ROI analysis? When the CFO analyzed it and said “No way,” the owner got another CFO.


The Worst Failure of All Is Wasting a Failure

Harvard Business Review

The CEO and CFO responded with, "A failure to hit ROI and NPV targets." To state that it didn't hit ROI, or whatever the metric is, doesn't answer the question. This blog is co-authored with Jay F. Terwilliger (jay@creativerealities.com) and Mark H. Sebell (mark@creativerealities.com), who are managing partners at Creative Realities, Inc. a Boston-based innovation management collaborative. We often ask executives to tell us about their biggest innovation failures.

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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. Ask for the CFO’s help.


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.

What If Google Had a Hedge Fund?

Harvard Business Review

Every CEO, CMO, CFO, and business unit leader should ask themselves these questions: If I decided to launch a hedge fund based solely on the data our business generates, what kind of financial opportunities immediately suggest themselves? Conversely, figuring out how to maximize ROI on terabytes and gigabytes can't help but force leadership to reevaluate how orders of magnitude more data should make their business more valuable.

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IT Doesn't Matter (to CEOs)

Harvard Business Review

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. Even after more than 20 years of implementations, a study by Panorama shows that 53% of ERP projects still run over budget, 61% take longer to complete than anticipated, and more than 27% fail to produce the positive ROI expected.


Does Your CEO Really Get Data Security?

Harvard Business Review

How about this, the boardroom version of Sophie''s Choice: "Who would you rather fire, the CFO or the CSO?". In the remaining few seconds, deliver this message to the rest of the board: The CSO is arguably a more valuable asset than the CFO because breaches cost a lot of money; the ROI on security, as risk analyst Don Ulsch states, is "the value of your company."


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. All of our companies are digital now – or quickly becoming that way.


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

Harvard Business Review

Delivering on journeys requires many different parts of the organization to come together, such as working with the CIO on the technology implications of developing journeys, and providing the CFO with hard ROI data on customer journey investments. A traveler arrives in a foreign country and attempts to use his credit card to make a purchase. It is the same card he used to buy the plane ticket and book the hotel.

Case Study: Should a Hotelier Invest in a New Kind of Online Travel Agency?

Harvard Business Review

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. ” “I have Carly running the ROI — both short-term and long-term,” he said, referring to Carly Janssen, his finance director, “but I have to say that I find it intriguing.