Innovation - Return on Ideas

How to create and demonstrate value from your marketing initiatives

The purpose of this course

The course demonstrates a process developed through research with over 100 leading businesses that creates a universally-applicable marketing measurement and evaluation model which can be embraced and applied by any organisation. It provides a practical, non-theoretical and proven solution as well as an attitudinal and operational framework for creating best working practices.

Who this course is for

Anyone who has accountability for all or a part of their organisation’s marketing. Those who prepare marketing budgets and those who authorise them. This course shines a spotlight on how marketing creates financial value for the organisation and, as such, should be essential for all marketers at some point in their career.

Benefits for your organisation

How much of your current marketing practice is best practice? How much more could you improve? This course will help organisations with average or unquantified marketing performance to climb to a position of marketing superiority, and those who are already strong performers to become stronger still. This course has been developed with input from 100 organisations across sectors and distils the essence of how ‘best in class’ differs from ‘poor’. It encapsulates outputs into a practical framework that you can begin to implement to considerable effect within your own organisation.

Benefits for you as an individual

Best practices within marketing and finance will only achieve their full potential if an organisation has people in key roles who can create and demonstrate value. The course will give you both the freedom to envisage value and the rigour to more accurately predict and demonstrate that value. You will leave the course with your commercial instincts honed and a more dynamic approach to the way that marketing operates.

You will learn how to

• Harness the marketing imagination to create value-adding ideas referencing the strategic portfolio, value propositions and the marketing mix
• Predict how much financial value these ideas will contribute using analogies, insights and scenarios, extrapolations, tests and experiments
• Deliver and demonstrate that value really was created by using techniques such as customer response analysis, financial response analysis and business environment analysis
• Establish learning that will improve future ideas, predictions and results
• Master the infinity model this course is built around

Course content

• Gets ROI onto peoples agenda
• Builds understanding/application of best practice checklists of infinity model
• Explains the need for key player engagement and method to achieve it
• Builds understanding, appreciation, embracement of four key conditions for success in implementing the infinity model
• Builds an implementation framework for a smooth journey of change

Meet the trainer

Course director, Robert Shaw heads the Value Based Marketing Forum - a unique think-tank whose focus is on developing new, practical approaches to improving marketing performance - with over 20 years consultancy track record. He is an honourary professor of marketing at Cass Business School and City of London.

Professional Standards

CIM’s Professional Marketing Standards have been developed through extensive research with employers and leading academics. All of our marketing qualifications and training courses are based on this framework ensuring that marketers at all levels of seniority gain the practical skills that employers require to improve business performance.