Understanding The Resource Requirements For Deploying Marketing Performance Measurement (MPM) Systems

 

 

Martyn Etherington • VP of Worldwide Marketing • Tektronix, Inc.
Dave Couture • Principal, Sales and Marketing Practice • Deloitte Consulting LLP

Marketing functions are facing ever increasing pressure to demonstrate with fact, data, and performance measures their relevancy to the customer, channel and business. This workshop will focus on opportunities, requirements, and best practices for establishing marketing performance measurement (MPM) environments that help:

• Bind the linkages between corporate strategy, marketing, and results
• Reveal the fundamental relationships between a company's productivity metrics, efficiency metrics, and effectiveness metrics
• Establish a culture of accountability that blends the art and science of marketing
• Build bridges between marketing and finance

Dave Couture of Deloitte Consulting and Martyn Etherington of Tektronix will facilitate discussions and working groups where you can collaborate with other marketing executives on mastering the MPM process, taking into consideration the unique business conditions of each individual company. Marketing discovers what customers want, drives the creation of new products that meet customers' needs, and ideally generates profitable relationships. When marketing programs are tightly aligned and measured with corporate strategy, they drive growth. But in too many companies, marketing is poorly linked with strategy and unable to determine its relevancy to customers, channel and the business overall.