Budget, Track and Monitor Your Marketing Expenditures for the Best ROI

Recorded On: 04/21/2015

As marketing professionals, we enjoy unique opportunities to drive value for our organizations by engaging in all aspects of business performance. But too often, the marketing function is associated solely with the achievement of sales goals instead of with overall operational practices that measure success in our organizations. This webinar provides hands-on tools to help marketing teams in business performance, by introducing and implementing cost-control concepts and measures that help drive profitability.

By better understanding financial implications of each phase of the marketing cycle, from the inception of an opportunity through contract award, we can provide critical leadership to guide sound business decisions and successful proposal processes. During the webinar, we'll learn how to better understand how marketing activity—and behavior—cascade throughout operational performance. Starting with the Go-No-Go process and deploying easy-to-use budgeting and tracking tools, we'll explore how to define the real cost of doing business early on to drive long-term profitability.

Learning Objectives

During this webinar, attendees will learn how to:

  • Become a trusted advisor and come to the table with data to guide decision-making
  • Build agreement around tools that create team success
  • Tie opportunity costs to "the big picture" of profit
  • Lead a team with metrics that inspire accountability
  • Look for opportunities to influence change within your firm

CEU Credits

SMPS Webinars are approved for 1.5 continuing education units for the Certified Professional Services Marketer (CPSM) program and 1.5 learning units from the American Institute of Architects. Recordings of SMPS Webinars are approved for 1.5 CPSM CEUs.

Per-Site Registration Fee*

SMPS Member Site Registration: $199
Nonmember Site Registration: $259

*Remember: Webinars are open to your whole staff. Your team can participate from one location in your office for one fee. Register today and benefit from affordable, convenient, actionable learning and earn valuable CPSM CEUs and AIA LUs!

Kate Pixley

Marketing Director, ESA

Kate Pixley, ESA's Northern California marketing director, has more than 18 years' experience in the environmental industry. She has designed management programs that spark and inspire thriving marketing and business cultures. With a background in art and education, Pixley's approach to marketing leadership is grounded in mentoring and team-building with the idea that organizational achievement starts with collaboration and a shared vision of success.

Onallee Elsberry-Crabtree

Marketing Manager, ESA

Onallee Elsberry-Crabtree, Marketing Manager in ESA's Northern California Region, promotes creative and collaborative approaches to energize marketing within business. With more than 11 years of experience in the A&E industry, Onallee believes in establishing positive marketing momentum through trusted partnerships, open communication, and implementable solutions.

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