Guy R. Powell and Sami Jajeh
Demand G, LLC

Objectives

Why ROMI is the Marketing Imperative for B-to-B Marketers in the 2000s

• ROMI, your organization and your career
•  A framework to understanding ROMI
• The ROMI Continuum and your organization

ROMI: Linking Results to Marketing Activities

• ROMI and the ROMI hurdle rate
• Linking marketing activities to revenue, contribution margin & net present value
• Real-world ROMI: Print advertising
• Rules for using ROMI

ROMI and Net Present Value (NPV)

• Using NPV to compare marketing programs
• Concerns for NPV
• Discounted cash flow (DCF) - ROMI
• Customer lifetime value (CLV)
• Real-world ROMI: Applying DCF-ROMI in Telecom

Win the Budget Battle with a ROMI-based Marketing Plan

• ROMI and risk
• Capturing the marketing budget
• ROMI and risk analysis
• Building a ROMI-based marketing plan

SFA/CRM Data Analysis

• Pipeline analysis
• SFA/CRM data analysis program
• Lead source marketing analysis
• Pipeline secrets

• Discussion: Sales and Marketing Scorecard

Sales and Marketing Scorecard

• Sources of sales and marketing contention
• Sales activity analysis
• Developing a Sales and Marketing Scorecard

Miscellaneous ROMI Topics

• Can ROMI be less than 1?
• ROMI and sunk costs
• ROMI "not for profit"
• ROMI and marketing overhead

Web Metrics

• Case study: Web metrics
• Web click-through channel analysis
• Case Study: E-mail metrics, seminar program
• Search Engine Marketing (SEO) metrics and analysis

Getting the Data - Some Practical Examples

• Random sampling approaches
• Interim data collection solutions
• Case Study: Computer manufacturer
• Discussion - The marketing mix

Marketing Mix Modeling (MMM)

• Introduction to MMM
• How MMM works to increase revenue
• How to use MMM for your company
• Building MMMs to optimize campaigns
• MMM and brand portfolio improvement
• Outsourcing or building MMM internally
• Case Study

Modeling Customer Behavior to Improve Marketing Results

• Introduction to Agent-Based Modeling (ABM)
• Anatomy of an ABM project
• Case Study

Marketing Support Technologies

• Enterprise marketing management tools
• Market modeling tools
• Marketing program tools
• The ROI of measuring ROI

• Discussion: Marketing Technologies

Advanced Marketing Mix Modeling

• Case Study
• Advocacy and experiential marketing
• System dynamics
• Other MMM

Getting Started with ROMI

• A seven-step process to incorporating ROMI in your business

Workshop Review

Contact Us

Paula Dorminy or Gary Holler
Phone: 814-863-2782
Fax: 814-863-0413
E-mail: isbm@psu.edu