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Marketing and communications professionals have long wondered why they don't get more "respect" from the C-Suite. According to Mark Stouse, BMC Software's global communications leader, it's because of a fundamental failure to understand a key fact: Business is financial photosynthesis.
What does that mean? If you can't predictably help your organization convert financial CO2 (expenses) to O2 (revenue), you and your programs are vulnerable to reallocation or elimination in favor of those who can. To win this competition for resources, marketing and communications programs must be so tied to revenue creation that a proposal to cut PR and marketing budgets is synonymous with revenue deceleration. The most vital metric is the money you help the business generate from their investment in your people and programs.
Mark will discuss a number of guiding principles:
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Measurement is about context. Publishing coverage data - however detailed - means nothing to the business because it isn't tied to anything that the business cares about. You must correlate to other data that resides outside PR and marketing.
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Get credit by taking informed risks. The normal PR metrics don't prove anything by themselves. But studying them will enable you to predict the future, which means you'll get a lot more credit for your contribution when it comes true.
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Understand how your business makes its money. If you don't "get" the pain points in your company's sales cycle, you'll miss important correlation points that will help prove your value. Cut back your time with the people who spend money and get to know those who make or count it.
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See the tradeoffs as your CEO does. Communications and marketing compete with every other department in a company for investment, especially when money is tight. Programs that promise the best financial ROI win.
About the Speaker
Mark D. Stouse, Global Communications Leader, BMC Software
Mark is widely known for helping organizations make very successful connections between the way they communicate and their business objectives, particularly top-line growth. Recognized globally as a thoughtful yet very pragmatic business person and leader, Mark combines a hands-on style with a finely drawn sense of what it takes to make a real contribution to the business of BMC Software, one of the largest software companies in the world.
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When
Wed., September 8, 2010 11:30am-1:15pm
Register online at regonline.com/amasep2010lunchby Tuesday, September 7, 2010, 11amPlease keep in mind that no-shows will be billed for this event. Pre-payment accepted by credit card. Walk-in Registration will be available on site at the Junior League the day of the event, but walk-ins are not guaranteed seating. To avoid a fee, cancellations must be received 48 hours in advance.
Where
Junior League of Houston, Ballroom 1811 Briar Oaks Lane Houston, Texas Parking Complimentary parking in the adjacent parking garage.
Admission & RSVP
Advance Registration
AMA Members: $30 Non-Members: $45 Students: $20 (student ID required) Paying at the Event AMA Members: $40 Non-Members: $55 Students: $20 (student ID required) PLEASE NOTE: Walk-ins will NOT be assured seating.
Schedule
11:30 - 12:00pm Registration and Networking
12:00 - 12:30pm Lunch
12:30 - 1:15pm Presentation
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