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Build better business cases for my current or proposed investments.
Credibility is at the heart of every business case. That’s because every business case is based on assumptions. Here are a few articles and resources to help you construct a more comprehensive, thoughtful, and credible business case that will reflect as well on you as it does the program you’re analyzing.
Articles and Posts
June 3, 2008
Marketing Budgets: New Planning Cycle, Same Old Insanity
Despite the ready availability of better tools and processes, most companies are determining their marketing budgets in much the same way as they have for the last 20+ years. We offer 7 best budget allocation practices that can breathe life into this antiquated process.
Read MoreMay 11, 2008
Bass Diffusion Modeling (Download)
The Bass diffusion model is a forecasting model that assists in preparing new product forecasts when there is no historical data.
Read MoreApril 16, 2008
Forging a Credibility Chain to Re-Establish Trust in Advertising Measurement
The crux of any conflict between marketing and finance often involves a lack of trust. One way that CMOs can (re-)establish a foundation of trust with finance is to build a "credibility chain." We show you how.
Read MoreFebruary 21, 2008
Measured Thoughts: Rob Malcolm, CMO, Diageo
Rob Malcolm, President, Global Marketing, Sales and Innovation for Diageo, sits down with Dave Reibstein for this installment of Measured Thoughts. Malcolm will discuss the marketing of many well known global brands used by consumers to mark big events in their lives and brighten small ones.
Read MoreJanuary 30, 2008
Can Marketing Expenditures Directly Affect Shareholder Value?
New research from MSI suggests that shrewd, consistent marketing spending can increase a company?s market value.
Read MoreSeptember 24, 2007
Searching for Better Planning Assumptions? Start with the Unknowns
A 3-step program to shore up your knowledge and make more disciplined budgeting decisions
Read MoreSeptember 24, 2007
How to Use the Budget Better
Discover ways to improve this year's budgeting process — and the importance of building an element of systematic testing into the marketing program to provide guidance for future planning. By Roderick White (Admap)
Read MoreSeptember 18, 2007
10 Things to Teach Your CFO about Measuring Marketing Effectiveness
Marketing measurement is complex. It requires the integration of many information types and is often based upon a number of assumptions. That makes it particularly difficult for finance-types to get their heads around. Yet without their support and endorsement, marketing measurement lacks credibility with the CEO. So how do you build better links with finance if the CMO and CFO aren’t exactly golfing buddies? This 30-minute webcast will give you 10 topics for discussion to build bridges between marketing and finance and engage them in a productive exchange intended to build support and win endorsement for your measurement metrics and methods.
Read MoreSeptember 16, 2007
Are Shareholders Entitled to Marketing Metrics?
Which marketing metrics should you disclose to shareholders and the financial markets? And is disclosure a slippery slope, or a shareholder value-builder?
Read MoreSeptember 16, 2007
Only Some Types of Relationship Marketing Enhance the Bottom Line
Find out how two academics proved that relationship management programs deserve resource allocation, and not just for the customer equity they create.
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