Webinar: Using Customer Franchise Value to Measure Short and Long-Term Return on Marketing Investment - March 22, 2006

Pat LaPointe
Managing Partner
MarketingNPV

To view a recording of this webinar, please visit our Webinar Archives Page.

Many B-to-B marketers struggle to demonstrate the financial return on investments in the short term. Marketplace response might be slowed by customer education, complex selling cycles, or the cacophony of competitive activities. Yet finance seems intent on measuring payback by immediate sales lift. So how do you avoid the pull towards short-term promotional tactics that might undermine your brand or value proposition?

In this ISBM Webinar, Pat LaPointe of MarketingNPV shows how many companies are looking to Customer Franchise Value (CFV) as the right metric for monitoring both short- and medium-term return on marketing investments. As part of a broader marketing dashboard measurement framework, CFV might well be the bridge between marketing and finance to make marketing effectiveness assessment more objective and more collaborative.

Note: MarketingNPV designs and implements marketing measurement frameworks and dashboards to allow Global 2000 companies to improve their return on marketing investments. www.MarketingNPV.com

For more information

Deborah Lupp or Gary Holler
Institute for the Study of Business Markets (ISBM)
Smeal College of Business
The Pennsylvania State University
484 Business Building
University Park, PA 16802-3603

Phone: 814-863-2782
Fax: 814-863-0413
E-mail: isbm@psu.edu