Build the sales process for marketing return on investment so it is repeatable across the team.
Designing Models to Measure Marketing Return on Investment Accurately
A working programme in marketing return on investment for managers who have to deliver with existing resources.
📍 Cairo🗓️ 5 training days📚 4 modules🎓 Accredited certificate
5intensive training days
4scientific modules
8training sessions
32detailed points
Course Overview
Buyers now complete much of their decision on marketing return on investment before speaking to anyone. Discounting solves a problem in return on investment today and creates a larger one next quarter. The difficulty is not agreeing that this part of marketing and commercial practice matters — it is deciding what to stop doing to make room for it. They acquire practical criteria for judging when marketing return on investment is working and when it is only appearing to. Mature organisations treat the marketing and commercial practice capability as a standing capability rather than a project that finishes. The level assumes working familiarity with the commercial team but no prior formal training in return on investment. Every module pairs a short input on marketing return on investment with structured practice on the participant's own material. The course sets out a working method for return on investment that participants can apply the week they return. The programme closes with an action plan for this area of marketing and commercial practice that each participant writes for their own organisation.
Expected Learning Outcomes
Present the case for investment in return on investment in terms that a finance function will accept.
Design the qualification criteria that stop effort being wasted in marketing return on investment.
Recognise early indicators that return on investment is drifting away from its intended design.
Test creative and messaging on marketing return on investment before committing budget.
Build the positioning for return on investment around a claim competitors cannot honestly make.
Set acceptance criteria for marketing return on investment before work begins rather than after.
Who Should Attend
Commercial analysts measuring performance of marketing return on investment.
Marketing managers responsible for return on investment.
Operations staff who encounter the consequences of marketing return on investment directly.
Retail and channel managers executing return on investment in the field.
Staff seconded into improvement work on marketing return on investment.
Founders and owner-managers running return on investment personally.
Course Modules
Marketing return on investment: objection handling and negotiation
2 sessions · 8 pointsSession 1Where the buyer actually decides on marketing return on investment
- Set the review interval for marketing return on investment and who attends.
- Write the positioning claim for return on investment and test whether a competitor could say it too.
- Define qualification criteria that disqualify quickly in marketing return on investment.
- Measure lifetime value from return on investment, not just first purchase.
Session 2The decisions in return on investment that cannot be delegated
- Design the retention action triggered when a customer of marketing return on investment goes quiet.
- Map the decision journey for return on investment and mark where the choice is actually made.
- Compare cost of acquisition against value in marketing return on investment.
- Prepare the response for the most likely failure in return on investment.
Return on investment: channels, content and creative
2 sessions · 8 pointsSession 1Choosing channels for return on investment on evidence
- Check that records of marketing return on investment answer the questions likely to be asked.
- Draft the minimum viable go-to-market plan for return on investment.
- Set escalation thresholds for marketing return on investment that work out of hours.
- Agree the attribution model for return on investment and state its known limits.
Session 2Comparing return on investment with recognised practice
- Document the sales process for marketing return on investment so a new joiner can follow it.
- Set objectives for return on investment in revenue terms with a timeframe.
- Confirm that contractual obligations around marketing return on investment are understood.
- Remove steps in return on investment that add effort without adding assurance.
Return on investment: pricing, value and discount control
2 sessions · 8 pointsSession 1Pricing return on investment on value rather than cost
- Review whether short-term tactics on marketing return on investment are damaging the brand.
- Build the report on return on investment that answers whether to spend more or less.
- Prepare the summary of marketing return on investment that senior management will read.
- Choose the next segment for return on investment and state why it is next.
Session 2Protecting the brand while hitting targets on marketing return on investment
- Define the trigger that would require marketing return on investment to be redesigned.
- Build the content that answers the buyer's real question about return on investment.
- Close out actions on marketing return on investment rather than leaving them open indefinitely.
- Script the three most common objections in return on investment and the responses.
Return on investment: audience definition and segmentation
2 sessions · 8 pointsSession 1Testing the message on return on investment before spending
- Build the competence framework that supports marketing return on investment.
- Estimate the resource return on investment requires to run as designed.
- Test the procedure for marketing return on investment against a realistic scenario.
- Define acceptance criteria for return on investment in advance.
Session 2The paperwork for return on investment that is actually needed
- Arrange the handover of marketing return on investment so capability survives staff changes.
- Select channels for return on investment based on evidence, then cut the rest.
- Decide what will be stopped to create capacity for marketing return on investment.
- Describe the buyer for return on investment specifically enough to name who is excluded.
Choose the package that suits you
Silver Package
At least 3 people
USD1,250
- Workshop or Program Participation
- Airport Transfers
- Customized Badge
- Expert Mentorship (Private Sessions)
- Supervision & Secretarial Services
- Accredited Certificate of Participation
- Complete Training Kit
- Coffee Break
- Closing Ceremony
Gold Package
At least 3 people
USD1,850
- 5-night stay in a 5-star hotel
- Workshop or Program Participation
- Airport Transfers
- Customized Badge
- Expert Mentorship (Private Sessions)
- Supervision & Secretarial Services
- Accredited Certificate of Participation
- Complete Training Kit
- Coffee Break
- Closing Ceremony
Complete your registration
We will contact you within one business day to confirm.