QUESTION: How do I get my top management to pay attention to Marketing? | Don O’Sullivan

ANSWER: Reposition it from an Activity to an Investment 


........Obviously but......



How can I make this happen?

What are the approaches leading marketers take to ensuring that marketing becomes mission critical and not as a discretionary activity?

What role does marketing play within these firms and what practices and approaches can we adopt from them?

How can I sell marketing internally an what is the best way to make a case to the board for marketing expenditures?

We already have an array of marketing metrics... Can we get beyond metrics?

The best performing firms show that the solution is both simple and complex: 

1. Position marketing as the engine room of growth within the organisation
2. Charge marketing with the task of building and leveraging the firms market based assets
3. Create a business enabling mindset within the marketing function as a basis for engaging with other functions
4. Develop, deploy and manage credible, reliable, predictive measures of marketing's contribution
5. Leverage marketing's 'wins' to raise the function's sphere of influence and contribution to the firm

Don O'Sullivan

In this two day program, Marketing and Firm Value, we will work with the frameworks and practices adopted by the leading marketers. We will learn from the experience emerging from best and worst practice and provide a basis for ensuring that marketing optimises its contribution to the performance of the firm and is recognised as a key business driver.