How Value Creators Build Credibility and Influence with Business Acumen

Marketing Ops Tech Summit 2015

As the pace of marketing transformation accelerates, marketers are tackling the hardest task of all: seizing the role of value creator.  According to the findings from this year’s 14th Annual Marketing Performance Management (MPM) Study, conducted by VisionEdge Marketing and Demand Metric only 1 in 5 marketers have reached this critical point in the marketing performance journey, regardless of industry, region, or company size.  One of the key attributes that distinguish these BIC marketers from the rest of their colleagues is their business acumen, that is, their “ability to make good judgments and quick decisions”. These Value Creators understand how business acumen enables them to increase their credibility and influence. Join the conversation to learn what this group of elite marketers do better and differently to facilitate their business acumen:

1. In today’s environment, metrics are not the challenge. There are dozens of potential metrics, the real challenge is measuring what matters. Value Creators engage in an effective conversation with the leadership team to identify which business outcomes and metrics senior executives care about.  They use this information to create clear line of site between marketing activities and investments with business results.
2. Value Creators build strong, quantitative skills to improve their business acumen. They are able to see the big picture because they use data and analytics to understand their market and customers, and how their organization operates in that market, and what drives profitability and cash flow.
3. These elite marketers set quantifiable performance targets and leverage outcome-based actionable dashboards.  Value Creators use these dashboards to boost marketing effectiveness, communicate marketing’s impact, and facilitate strategic market, customer, and product decisions.
4. Value Creators create and execute a well-defined and documented plan for improving performance management and the associated processes so they can positively impact the business.

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