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Learn how to measure the impact of your initiatives on the bottom line!
Today, there is a growing expectation for both sales and marketing people to possess a high level of numerical and financial fluency. But many sales and marketing practitioners can't read a balance sheet, wouldn't recognize a liquidity ratio, and don't know how to calculate return on marketing investment.
Key benefits for participants
Each participant will learn:
- key principles linking sales & marketing to finance decisions and the interrelationship between the two disciplines;
- relevant knowledge about different sales & marketing metrics employed by most successful companies that helped them align measures with their key strategic drivers.
- enhanced metrics fluency to help justify sales & marketing projects.
Key benefits for companies
The company will gain: - a better understanding of the role of metrics in giving direction to the business because metrics used to measure success drive corporate decision.
- better marketers who can evaluate programs and determine whether the expected return from marketing activities is great enough to justify the investments.
Program Concept
"IF YOU CAN'T MEASURE IT, YOU CAN'T MANAGE IT." "IF IT'S NOT INSPECTED, IT'S NOT EXPECTED."
This intensive two-day in-house workshop is designed to develop the participants' skills and mastery of the financial basics they need to plan, budget, forecast, and control resources with confidence. It will explain not only the essentials of finance in a way that sales & marketing people can understand and put to work right away but also where the numbers come from.
Activity workshops that direct participants to conduct active adult learning activities on their own follow each topic to enhance the learning process.
Program Overview
Module 1: Introduction to Sales & Marketing Metrics
- What is a metric and why do you need them?
- Evolution of metrics
- Benefits of Financial Metrics
Module 2: How to develop your own metrics
- Introductory exercise
- What are the key drivers of the strategy?
- Discussion of different examples on how to develop metrics:
- Exercise: develop your own metrics
Module 3: Application of financial metrics
- Traditional marketing strategy framework
- Customer-Centric vs Product-Centric Metrics
- Using customer metric: Customer Contribution Margin (CCM)
- Working Capital metrics: CCC, DSO, ROAM
- Discussing the application of Return On Investment (ROI) as a metric
- How to use Return On Marketing Investment (ROMI) as a metric
- Final case study for group presentation
Case examples of the following scenarios shall be discussed:
- Analyzing the role of marketing in the Income Statement
- Developing and Analyzing marketing metrics
- Cost analysis in developing a marketing program
- Using ROMI as a tool to analyzing marketing investments
- Final case study for group presentation
- Computing for customer contribution margin and customer lifetime value
- Establishing key metrics to support your strategies
Who should attend :
This seminar is principally oriented to sales and marketing practitioners.
What our past participants said:
"Very enlightening! We learned a lot. Will surely be very useful in measuring and improving our performance." -- Mary Uy, President and General Manager, Marketreach Distributors, Inc.
"The seminar was highly educational and gave me a better perspective of running a business." -- Chito R. Brobio, National Sales Manager Scigen Philippines
"I truly learned a lot and I would like to attend more." -- Mark Montecillo, Marketing Manager, CATS Motors, Inc.
Recent participants include:
- Marketing Director of Clorox International
- Marketing Managers of CAT Motors, Inc.
- National Sales Manager of Scigen Philippines
- Group Marketing Director of Bounty Agro Ventures.
- Marketing Manager of TÜV SÜD Philippines
- Consumer Sector Manager of Chevron Philippiones
- Senior Product Manager of Globe Telecom
- Marketing and Sales Dev't. Manager of Pioneer Hi-bred Philippines
- Consumer Insight Director of United Laboratories
- Marketing Services Head of Innove Communications
- Category Manager of Kimberly Clark
- Corp. Mktg. Research Manager of San Miguel Corporation
- Marketing Communications Manager of Golden ABC
- Product Manager of Abbott Laboratories
- Brand Manager of Level-Up
- Strategic Manager of ABS-CBN
- Assistant Marketing Head of Pagcor
- Analyst of Petron Corp.
- Marketing Executives of Fastcargo Logistics
- Marketing Officer of Mabuhay Satellite
- Marketing Officer of Liberty Commercial Center
- Product Management Officer of Maybank Philippines
- Marketing Officer of Southeast Airlines
- Marketing Officer of Pilmico
- Marketing Supervisor to Cargill Philippines
- Marketing Services Supervisor of Universal Robina Corporation
- Product Supervisor of Canon Marketing
Who should attend :
Marketing Managers, Category or Brand Managers, Marketing Assistants, Sales Managers, will largely benefit from this seminar. Get Program Schedules
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