Return on Marketing Investment:
Measuring and Improving Marketing Effectiveness

Guy R. Powell and Sami Jajeh
Demand G, LLC

September 13 - 14, 2005
Philadelphia, Pennsylvania

Prove That Your Marketing Programs Generate Revenue...

Boost your company's success—and your career—by learning how to measure, prove and improve marketing effectiveness!

This two-day, intensive and highly interactive session will teach business-to-business marketers how to:

• Build a revenue-oriented marketing plan and budget
• Determine the results from your campaigns
• Improve marketing data collection
• Prove the value of your marketing efforts to the CEO, CFO, and the sales team

...And much more to allow you to measure your Return on Marketing Investment (ROMI).

ROMI is Important—and Continues to Increase in Importance

In today's challenging markets, every investment is viewed critically, and "expenses" are always under the knife. At many firms, marketing continues to be viewed as a "one way expense," something to be cut in bad times, controlled in good times, and always scrutinized.

This seminar will help you move marketing from an expense to an investment model. Tools for building metrics and to connect your programs to things that matter to the CEO and CFO: return on investment, increased sales, and profits.

This Measuring and Improving Marketing Effectiveness workshop will give you the tools to demonstrate the worth of your marketing programs to the organization:

• Applicable to all marketing professionals, especially B-to-B marketers, regardless of level or background
• Includes educational sessions built around real-world examples that show how ROMI can work for you
• Immediately apply the principles of ROMI to your marketing efforts

What Will You Learn?

Valuable insights for B-to-B marketers:

• Develop tactics to put the sales team on your side in capturing the data you need.
• Utilize ROMI concepts to determine revenue-based ROI from integrated marketing and awareness-building campaigns.
• Apply ROMI to sales models, channels, products or services, to ensure you have the proper metrics in place to maximize return.
• Develop a Sales and Marketing Scorecard to track return on marketing investment.
• Improve your CEO and CFO communications skills by talking in terms they understand, using revenue-based metrics.

Who Should Attend

Marketing professionals, including CMOs, marketing executives and managers, market research and database analysts, marketing information consultants, and more.

An Interactive Workshop

You won't be "talked at" all day. This practical, interactive workshop is designed to involve you, answer your questions, and make ROMI relevant for your organization. You will benefit from:

• A questionnaire completed ahead of time, ensuring the workshop targets your interests
• A one-hour personalized follow-up consultation at any time within 30 days after the workshop
• The opportunity to network with other B-to-B marketers facing the same challenges as you

Click Here for the Seminar Agenda

Instructors

With more than 40 years of hands-on marketing experience between them—mostly with business-to-business companies—Guy R. Powell and Sami Jajeh are internationally recognized experts on the subject of marketing and ROMI. Having honed their presentation skills in conferences, workshops, and training sessions for thousands of participants across the globe, they present in a lively, interactive style, sharing examples and experience from just about every industry in both the US and abroad.

The instructors bring to each workshop successful C-level experience from roles as diverse as Marketing, Management Consulting, Product Management, Sales and Business Development.

Three years ago, the team recognized a need to document marketing ROI methodologies, and the book, Return on Marketing Investment , was born. This book targets specifically B-to-B marketers to help them put structure around their ROMI efforts. A second book that further refines and illustrates this dynamic topic is now in progress. Find out more at www.demandg.com or www.returnonmarketing.net .

Location

The seminar will be held at the:

Sheraton Park Ridge Hotel & Conference Center
480 North Gulph Road
King of Prussia, PA 19406
Phone: 610-337-1800

Hotel information will be provided to you after registration.

Cancellation Policy

• On or before August 15, 2005 — no fee
  
• Between August 16 - August 29, 2005 — $100 fee
  
• After August 29, 2005, full seminar fee charged .
  
• All substitutions after August 15, 2005 will be subject to a $50.00 administrative fee.

For more information contact:

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

To register: Online Registration