Events

Making the case for marketing transformation: how do you convince stakeholders it’s worth the investment?

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At our THINK Marketing CMO Executive Leadership Forum on April 9 and 10, we heard a number of you describe the challenges you face in making the case to your c-suite colleagues for investing in the infrastructure, talent and tools needed to transform marketing in your organizations. You described the importance of topics like marketing performance and optimization (100% of those of you who answered our post-event survey indicated that was a need in your organizations), and marketing ROI. So how do you use these concepts to build a business case for transformational initiatives in areas like digital marketing, market resource management or customer analytics?

To help you address these issues, we’ll hold a virtual roundtable, on May 29 at 2pm (ET) to share experiences on how to make the case for marketing transformation. In the session, hosted by Karstin Bodell, vice president of enterprise and mid-market marketing for IBM North America, we’ll ask you to share your own experiences and weigh in on the following questions:

– How do you use data and analytics to make a case for transforming marketing?

– What’s different about making the case now versus. a few years ago?

– What do you measure and how do you translate these measures into meaningful metrics?

 

 

 

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