The Commercial
Marketer: Beyond ROI

The Commercial Marketer: Beyond ROI to Proving Marketing from the Budget to the Balance sheet & Boardroom

Marketing is plagued by old tropes and battles: sales vs. Marketing, CMOs vs. CFOs, and brand building vs. near-term revenue tactics. Commercially orientated marketing moves beyond the battle to prove marketing ROI to proving marketing as a driving force behind business outcomes. Reorienting requires understanding marketing’s levers and driving business & behavioral alignment beyond marketing tactics.

This demands commercial acumen and skills to navigate business opportunities and trends. It requires a behavioral shift in marketers from budget speculators seeking to evidence success on their terms, to budget creators shaping business outcomes. The net result, more impactful marketers with richer careers.

What makes this different
•    Learn from marketers elevated to the C-Suite and ASX 100 Boards - and become founders of start-ups with multi-billion-dollar valuations.
•    Rather than just focusing on finances, The Commercial Marketer focuses on the broad range of skills and know-how marketers must develop.
•    This intensive boot camp is designed to equip you with core skills and fundamentals to set you on the path to building your growth skills and boosting your career.
•    Ideal as a team boot camp to drive better alignment with the business and overall marketing outcomes.

Key Learning Modules
•    Budget fundamentals: Establish the foundation to drive balance sheet outcomes and create the narrative to support marketing as a driver in the business beyond tactical ROI.
•    Business Strategy Alignment: What differentiates business strategy from marketing strategy, and how do you achieve alignment? How do you align with and express the business model through marketing? You’ll be equipped with the critical knowledge to fuse marketing and business strategy, creating better alignment and outcomes.
•    Financial Fundamentals: Reading the balance sheet is a requirement for every marketer, but knowing how the financial model aligns with the business model is critical.
•    Core Marketing Processes: Implementing core marketing processes will enable you to drive organisational alignment and perform better.
•    Revenue & Operational Alignment: How does marketing align to revenue outcomes and ensure synchronicity with sales? Driving revenue and operational alignment both in planning, through the funnel, and during business cycles is vital. Understand how marketing can and must impact revenue - both in terms of retention and growth.
•    Behavioural Dynamics—from the Board to the C-team: Marketers’ ability to align and master the business's behavioural dynamics is a crucial factor in driving an effective working environment. Learn how to win over stakeholders, mobilise colleagues and clients, and communicate with your Board.
•    Proving Marketing Progress & Outcomes:  What if marketing ROI didn’t matter - or at least matters less than you think? Understand how to present marketing outcomes that matter to the business, demonstrating that the investment is working and that future investment is worth betting on.

Learning Structure
The boot camp is designed to give marketers a 360° view of what it takes to become commercially orientated. We dive into a minimum of three learning modules with interactive working time. All modules are covered via presented and video content.

Format
Highly interactive bootcamp combining live experiences, video, and individual and team-based exercises. A full-day workshop running from 8:30 a.m. to 4 p.m. allows enough time to cover three topics in depth and the others as primer sessions. If the workshop is company—or team-specific, we can work with you to select the most appropriate deep-dive topics.