Commercial & Financial Concepts for Marketers
Category: Marketing
Abstract: Highly interactive and practical, the program provides a forum for you to wrestle with the concepts so you can walk away with the confidence.
Description: The best marketers are those that understand the value that marketing contributes to the organisation and how the performance of marketing impacts the bottom line. These marketers understand what drives the business and can talk confidently and knowledgeably about costs, revenue, profit and margins and know which levers they can pull to impact company performance.
Whilst marketers seek to play a more influential role across organisations – we can often lack credibility due to our commercial and financial literacy.
This program helps marketers and digital professionals enhance commercial acumen so that marketers can:
*Use the language of key financial concepts confidently and build credibility and confidence with boards, executives, and other senior leaders.
*Better demonstrate the value of marketing and digital within their organisations.
*Partner more effectively with the Finance team to secure investment and achieve organisational objectives.
This course is currently available online for marketing professionals.
What you can expect to learn:
Module 1 & 2: The changing role of marketing and the role of finance within the organisation
A look at the evolving role of marketing and the imperative to increase financial literacy. A closer look at the evolving role and mindset of the CFO and finance.
Module 3: Finance concepts & 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 (balance sheet / P&L and cash flow) and marketing’s ability to influence company performance.
Module 4: Demonstrating the value of marketing
Understand how to measure and report on marketing performance.
Module 5: Securing investment to power growth
Learn how to build a compelling business case, secure investment and demonstrate return for key areas of investment like MarTech, websites and NPD
Module 6: Effectively partnering with finance to win
Understand how to build strong and productive working relationships with one of your key business partners.
Module 7: Budget management fundamentals
Learn how to effectively plan and forecast revenue and costs, and how to effectively manage and maintain the marketing budget ongoing.
Who is the program for;
The program is designed for working marketing and digital professionals who;
- Lack commercial and financial confidence
- Are struggling to convey the value of marketing to the organisation
- Want to build credibility and earn a seat at the table
Course Facilitators
Teresa Sperti
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.
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. 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.
Melissa Bugge
A Finance and Strategy professional, Melissa 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.
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.