Back in 2009, when the dust of the GFC began to settle and its impacts appeared in full view, Paul Kirkbride recognised a transformation in the training and development landscape. Attitudes shifted and companies began to target their change management and training budget more sensibly. (HR Monthly, 1 December 2009)
For each organisation a critical choice arose:
· Continue to manage in the same way, struggling with the same issues and getting the same results.
or
· Step into a completely new way of seeing, thinking, being and leading, offering new possibilities for organisational success.
Moving now to 2011, here is an opportunity to take part in an intensive two day Executive Series program with Paul Kirkbride. Paul will provide you with new knowledge and new thinking on the topic of creating change within your organisation, bringing it into the new year with success.
Making Change Happens begins February 28. There are still a few places left. Contact Marianne Carollo at the Melbourne Business School for more info +61 3 9349 8292 or m.carollo@mbs.edu
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:
- Position marketing as the engine room of growth within the organisation
- Charge marketing with the task of building and leveraging the firms market based assets
- Create a business enabling mindset within the marketing function as a basis for engaging with other functions
- Develop, deploy and manage credible, reliable, predictive measures of marketing's contribution
- Leverage marketing's 'wins' to raise the function's sphere of influence and contribution to the firm
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.
