Marketing Executives Tasked with Proving Efficiency, Effectiveness of Expenditures, According to Frost & Sullivan |
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By: Frost & Sullivan Posted: 2009-09-30 05:21:24 |
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The Growth Team Membership(TM) division of Frost & Sullivan, the Growth Partnership Company, surveyed Marketing executives to identify their top challenges for 2009. Their primary challenge was the need for Marketing to prove the efficiency and effectiveness of their expenditures.
This challenge is nothing new, but has become more pressing with the economic downturn driving intensified corporate scrutiny of budgets. The challenges of measuring ROI on spend range from determining which metrics are meaningful to the difficulties in implementing marketing metrics across disparate activities, geographies, and business units. Some factors Marketing executives need to consider when measuring the effectiveness of their expenditures include driving alignment among key stakeholders; prioritizing and scrutinizing the measurable elements in the marketing mix; and developing dashboards to ensure consistent gathering and utilization of metrics. Frost & Sullivan developed a best practice profile with Kimberly-Clark Professional (KCP), a global provider of hygiene, surface cleaning, worker productivity and safety solutions. The profile demonstrates how KCP developed and implemented an ROI-based budget allocation process that increases the efficiency and effectiveness of marketing programs. The report details the five-step end-to-end process KCP uses to measure, monitor and increase their marketing programs' performance. For access to this best practice profile, please call 210.247.3806. Frost & Sullivan's Growth Team Membership(TM) and KCP will host a complimentary webinar on Tuesday, October 20, 2009, 11am ET/ 4pm BST, to present their best practice on ROI-Based Marketing Evaluation and Budget Allocation Process. This one hour webcast includes a Q&A session with Sue Sears, Vice President of Global Market Development at Kimberly-Clark Professional, and Tracy Doucet, Director, Global Marketing, at Kimberly-Clark Professional. To register for this complimentary webcast please email Jake Wengroff, call 210.247.3806. Frost & Sullivan's Growth Team Membership(TM) is an annual subscription program that supports the individual members of a CEO's executive team in achieving the company's top-line growth objectives. The membership includes career-focused events, implementation-oriented best practices research, and targeted services. A Growth Team Membership will speed the design and implementation of a company's growth initiatives (avoid reinventing the wheel); reduce risk by avoiding pitfalls encountered by peers; stimulate problem solving through a cross-industry perspective; improve an executive's contribution to the CEO's growth agenda; and accelerate the executive's professional and career development. About Frost & Sullivan Frost & Sullivan, the Growth Partnership Company, enables clients to accelerate growth and achieve best in class positions in growth, innovation and leadership. The company's Growth Partnership Service provides the CEO and the CEO's Growth Team with disciplined research and best practice models to drive the generation, evaluation, and implementation of powerful growth strategies. Frost & Sullivan leverages over 45 years of experience in partnering with Global 1000 companies, emerging businesses and the investment community from more than 35 offices on six continents. Contact: Jake Wengroff 210.247.3806 |
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