Marketing in the Boardroom: How to develop a world class strategy to grow s...

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Temple Hall

York St John University


YO31 7EW

United Kingdom

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The purpose of this session is to spell out how to develop a world class strategy to grow sales and profits. The vehicle used will be ten crucial questions CEOs and CFOs are asking their marketing colleagues - and the answers they should be receiving.

The session deals with the following:

  • Introductory comments, to include: the pointlessness of P&L statements in the absence of market-based information; the wide range of business relationships and their impact on profitability; marketing and factors for success; the contents of value propositions.

  • Ten Questions, to include: market definition; proper needs-based market segmentation; defining differential advantage; setting profit-maximising marketing objectives and strategies; assessing quantitatively strategy risk

  • Calculating whether the strategy creates or destroys shareholder value; measuring the effectiveness of marketing expenditure with the right marketing metrics

  • Appendix containing post-presentation exercises for attendees.


To show how to:

  • Develop a world class strategy

  • Answer ten crucial questions CEOs and CFOs are asking about marketing effectiveness

  • Prove whether marketing strategies are creating or destroying shareholder value

To understand:

  • The purpose of strategic marketing

  • The components of a world class strategy

  • The limitations of traditional accounting methods (e.g. P&L)

  • The importance of shareholder value

  • Where risk fits in

  • The linkage between marketing, operations and finance in delivering shareholder value

To provide:

  • A simple but powerful model to put this into practice

  • A matrix to identify long-term value creation actions

  • A call to action

Top 10 Questions

  1. Do we know and understand our key target markets?

  2. Do we address real segments in our key target markets?

  3. Do we know for sure what our sources of differential advantage are in each of the principal segments in our key target markets?

  4. Do we all agree on the prioritisation of our markets and the segments within each market?

  5. Are the objectives for revenue growth and market share realistic?

  6. Are the strategies (including products, services and solutions) consistent with the objectives?

  7. Have we assessed dispassionately the risks associated with our strategic marketing plan?

  8. Having taken account of the risks referred to above and having adjusted the forecast net free cash flows for each major product for market for each year, have we calculated whether the strategic marketing plan creates or destroys shareholder value?

  9. Have we agreed the marketing metrics we want reported to us and their frequency?

  10. Overall, are we happy that the time, effort and expense involved in developing marketing strategies are really worth it?

About Emeritus Professor Malcolm McDonald MA(Oxon), MSc, PhD, DLitt, DSc

Until 2003, Malcolm was Professor of Marketing and Deputy Director of Cranfield University School of Management, with special responsibility for E-Business. He is a graduate in English Language and Literature from Oxford University, in Business Studies from Bradford University Management Centre, and has a PhD from Cranfield University. He also has a Doctorate from Bradford University and from the Plekhanov University of Economics in Moscow. He has extensive industrial experience, including a number of years as Marketing and Sales Director of Canada Dry. Until the end of 2012, he spent seven years as Chairman of Brand Finance plc.

He spends much of his time working with the operating boards of the world’s biggest multinational companies, such as IBM, Xerox, BP and the like, in most countries in the world, including Japan, USA, Europe, South America, ASEAN and Australasia.

He has written forty six books, including the best seller "Marketing Plans; how to prepare them; how to use them", which has sold over half a million copies worldwide. Hundreds of his papers have been published.

Apart from market segmentation, his current interests centre around the measurement of the financial impact of marketing expenditure and global best practice key account management. He is an Emeritus Professor at Cranfield and a Visiting Professor at Henley, Warwick, Aston and Bradford Business Schools.

In 2006 he was listed in the UK’s Top Ten Business Consultants by the Times.

Event Details:

Venue: Temple Hall
Date: Wednesday 18th April 2018
Timings: 6:00pm - 8:30pm

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Temple Hall

York St John University


YO31 7EW

United Kingdom

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