Sponsored by: Competitive/Market Intelligence SIG & CMO/Senior Marketer SIG
Domain: Marketing Management & Leadership
BoK Competencies: Marketing Planning, Firm Organizational Structure and Dynamics & Department Management and Motivation
In that every elusive quest to track a return on our marketing and business development investments, technology providers have given us a multitude of ways to track relationship strength, social media penetration, share of voice, win rates and campaign reach. Anyone who has presented such metrics to leadership has inevitably received the response “So what? How do these metrics determine or drive new business for the firm?”
This program is a collaboration between the CMO and CI SIGs, and will be structured as an open conference call format similar to the recent call on the Mansfield Rule. After brief introductions, the panelists will ask audience polling questions and then open up to roundtable discussions around best practices in measuring ROI and what really matters in revenue generation.
Learning Outcomes:
- Discuss best practices in measuring ROI
- Explore weaknesses of current/typical metrics
- Question how these metrics encourage desired behaviors and how they may effect change
- Discuss what options are on the horizon
Presenters:
Ben Brighoff, Competitive Intelligence Manager, Jenner & Block LLP
Michael Mellor, Director of Marketing and Business Development, Pryor Cashman LLP
Suzanne Donnels, Chief Marketing Officer, Jenner & Block LLP
Michael DeVivo, Competitive Intelligence Manager, Paul, Weiss, Rifkind, Wharton & Garrison LLP
Price: Complimentary for Members