Is your marketing profitable?

A one-day conference for finance and marketing professionals. Improve results, save money and lay a foundation for future growth

This conference is worth your time, energy and money because our speakers will inspire you and give you confidence to act.  It’s meant for finance and marketing professionals who want to want to work more effectively together.  It’s about effectiveness and efficiency in marketing.

• Need to set the marketing budget and distribute it?
• Facing doubts and uncertainties about marketing’s contribution?
• Pressurised to cut back marketing in the least damaging way?
• Want finance and marketing to work together more effectively?
• Concerned by the inefficiency and wastefulness of marketing?
• Need to select the right marketing data and analyse it objectively?
• Want your products and pricing to reflect customer needs in the recession
 

• How marketing can be made more accountable for its costs and benefits
• Why slashing marketing budgets in recessions spoils financial results
• How to pin down the part of your marketing budget that works and that is wasted
• Why procurement adds value as well as eliminating wastage
• How the marketing process can be creative, consistent, quicker and cheaper
• Why stronger firewalls are needed between clients and agencies
• How to select a basket of strategic KPIs that deliver real insights
• Why you need qualitative tests and research in addition to quantitative
• How to eliminate subjective bias in testing and evaluating marketing

Programme of events

9.00-9.15 Opening Remarks: Accountants and marketing professionals must build bridges to maximise shareholder value: Ray Perry, CIMA Director of Brand

9.15-10.00 Is it better to aim for brilliant marketing ideas or to remove poor quality marketing execution?
Robert Shaw, Director, Value Based Marketing Forum and Hon. Prof. Marketing Metrics, Cass Business School
• Lessons from the marketing benchmark case-library
• Why tomorrow’s winners will be companies that adopt and roll out world-class processes that drive fast, lean, efficient marketing
• How you can diagnose and remove the root causes of ineffective marketing in your own organisations

10.00-10.40 Roundtable discussion: Getting the biggest bang from our marketing budget
• Should last year’s marketing budget be our benchmark this year?
• What can we do to remove inefficiency and waste in practice?
• How can finance and marketing work most effectively together?
Facilitated by: Steve Wilson, CSF

10.40-11.10 How can a commercially astute manager get the best value from their marketing services agency?
• Is the current agency model broken and can it be fixed?
• The good, the bad and the ugly: relationships between client and agency and how to ensure they are good
• Practical advice on getting the best value from your agency 
Amanda Merron, Partner, Kingston Smith LLP

11.10-11.30 Morning Coffee & Networking

11.30-12.00 What is a fair price to pay for marketing services? 
• Why do prices of marketing services vary so much?
• Ballparking: how to estimate the price you ought to pay
• Critiquing: how to appraise the quote from the supplier
• Tracking: how to monitor budgets and commitments
Richard Davis, RDsquared

12.00-12.30 How productive and profitable are you?
• Why busy isn't always the best indicator of success
• Practical ways of boosting marketing productivity and profitability, even under time and money pressure
• Case examples and war stories
Jim Hubbard, White Door Consulting

12.30-13.30 Networking Lunch

13.30-14.00 KISS (keep it simple stupid): a recipe for cost-effective marketing
• How fragmenting media channels are inflating marketing costs
• Case Studies of keeping marketing simple
• The financial case for simple marketing
Brett Halloran, Orbis Global

14.00-14.40 Roundtable Discussion: is everything really under control?
• What’s the right balance between creativity and control?
• How can we improve control without harming creativity?
• Is there really just one ultimate metric or are there many?
Facilitated by: Steve Wilson

14.40 – 15.00 Afternoon coffee and networking

15.00-15.30 Follow the money: how to track the results of marketing investment
• What data do you need and how should you analyse it?
• What tools are available to optimise every marketing decision?
• Two case studies
John Dawson, Director, marketingQED

15.30 – 16.00 Developing and using worldclass brand modelling capabilities to improve business performance – lessons from the front-line
Tom Lloyd, Global Analytics Manager, SAB Miller
• Where do models help us to improve the profitability of our marketing?
• Roadmap to implementing world class modelling capabilities
• Do’s and don’ts to get the best value from models

16.00 – 16.30 Panel discussion and Q&A with morning and afternoon speakers

Early booker rate amended to £447 + VAT on all bookings confirmed on or before 7 May 2010.