Budgeting/Resource Allocation

SIRIUS Satellite Radio revolutionized radio broadcasting: it not only pioneered digital service, but it also shifted the broadcasting business paradigm. Instead of focusing solely on advertiser-based revenue in a designated market area, SIRIUS introduced a universal paid subscription service that offers uninterrupted programming to consumers.  Today, following a 2008 merger with XM Radio, SIRIUS boasts a robust customer base of 18.5 million paying subscribers. As part of the Measured Thoughts webcast series, SIRIUS’ Senior VP of Marketing Vance LaVelle sat down to talk about how impactful marketing has been to the company’s overall growth.

 

As the world's foremost imaging innovator, Kodak helps consumers, businesses, and creative professionals unleash the power of pictures and printing to enrich their lives.

Transforming one of the world's most well-known brands from traditional consumer products to commercial makets, has been the responsibility of Jeffrey Hayzlett, Chief Business Development Officer. The well-known phrase, "a Kodak moment," is giving way to the "New Kodak," or "Kodak 2.0" – a very different company based on new and highly-differentiated technology.

In this installment of the Measured Thoughts series, we speak with Jeffrey Hayzlett about the role of marketing in delivering innovative solutions in a digital era.

Kimberly-Clark is a leading global health and hygiene company.  With well-known family care and personal care brands such as Kleenex, Scott, Andrex, Huggies, Pull-Ups, Kotex, Poise, and Depend, Kimberly-Clark holds the No. 1 or No. 2 share position globally in more than 80 countries.  Managing global marketing is the responsibility of Tony Palmer, CMO.  He sahres his views on creating a substainable growth model and managing the marketing effectiveness of many of the the world's most well-recognized products in this installment of Measured Thoughts.

In difficult times, the marketing budget is susceptible to the budget axe. But what do you cut first? In the age of integrated marketing, how do you go about determining what is expendable when everything seems so important? Some advance preparation can help you cut smart, and set you on a path to learning, not just contracting. This webcast offers some experiential insights into where and how to look for savings when you have to "give back."