commercial concepts
for marketers
length: 2 half days
held: Live online learning or face to face
participant min: 5 or more team members
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The best marketers understand how marketing creates value for the organisation and impacts the bottom line. These marketers understand what drives the business, can talk confidently and knowledgeably about commercial concepts and know which levers they can pull to impact company performance.
course overview
Whilst marketers seek to play a more influential role across organisations – we can often lack credibility due to our knowledge of commercial concepts. This program helps marketers and digital professionals enhance commercial acumen so that they can:
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Better demonstrate the value of marketing and digital within their organisations.
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Use commercial concepts and language confidently and build credibility and confidence with boards, executives, and other senior leaders.
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Secure investment and funding to achieve marketing objectives.
Highly interactive and practical, the program provides a forum for you to wrestle with the concepts so you can walk away with the confidence to start applying the learning from day one.
what you will learn
01/ the changing role of marketing
A look at the evolving role of marketing and the imperative to increase financial literacy and commercial acumen.
02/ finance for marketers & marketing’s impact on the P&L
Learn basic financial concepts like CAPEX, profit, margin and others. Understand how to read and interpret key financial reports (ie balance sheet and P&L) and marketing’s ability to influence company performance.
03/ demonstrating the value of marketing
Understand the levers at marketing's disposal to create value. Learn how to build a robust measurement approach that extends beyond a campaign and understand key marketing measurement approaches to measure brand, customer experience and more.
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04/ securing investment to power marketing led growth
Learn how to build a compelling business case, secure investment and demonstrate return for key areas of investment like MarTech, websites and NPD.
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05/ effectively partnering with finance to win
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Understand how to build strong and productive working relationships with one of your key business partners.
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06/ marketing budget management fundamentals
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Learn how to effectively plan and forecast revenue and costs as well as how to effectively manage and maintain the marketing budget ongoing.
who will benefit
marketing & digital professionals
who lack commercial and financial confidence to engage with stakeholders
industry professionals
who struggle to convey the value of marketing and digital efforts to the organisation
leaders and those aspiring
who want to build credibility and earn a seat at the table
course facilitators
Teresa Sperti
Teresa Sperti is a Customer and Digital leader with over 20 years’ experience working for leading brands including Coles, Officeworks and World Vision amongst others. Teresa most recently spearheaded the transformation of the marketing function at World Vision. During her tenure she led a team of over 70 people across analytics, data, digital, experience, content and more.
Teresa’s leadership in the digital, product and customer space has delivered substantial growth and transformative change for organisations in rapidly evolving markets. A thought leader within the Australian Marketing industry, Teresa regularly presents at conferences and events on a diverse range of topics including customer experience, data, marketing technology and leadership.
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Teresa is the founder of Arktic Fox, an advisory and learning organisation specialising in customer transformation and growth and is a Non-Executive Director of BIG4 Holiday Parks. She possesses deep expertise and knowledge in data, digital and customer experience and has led transformation change in large organisations.
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Teresa was named in the top 20 CMOs in Australia in 2018 which recognises Australia's most innovative and effective marketing leaders in the country.
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Melissa Bugge is a Finance and Strategy professional, who has over a decade of experience working in both large complex organisations (such as World Vision and Monash Health) and medium sized enterprises in the international development and health areas of the broader NFP sector.
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Melissa holds an Executive MBA from Melbourne Business School and is currently undertaking her CPA. Melissa’s core competencies include strategic finance business analysis, performance culture and reporting, strategy development and metrics, and building commercial capability.
Melissa is passionate about designing and implementing solutions that are commercial and people centric.
Melissa Bugge
