commercial & financial concepts for teams
duration: 1 full day or 2 half day sessions
held: Online, face to face or a hybrid
class minimum: 4 or more
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The best marketing teams understand how marketing creates value for the organisation and impacts the bottom line. Such teams 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.
commercial & financial concepts for teams course overview
Whilst marketers seek to play a more influential role across organisations – we can often lack credibility due to our knowledge of commercial and financial concepts. This program helps marketing teams enhance commercial acumen so that they can:
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Use the language of key financial concepts confidently and build credibility and confidence with boards, executives, and other senior leaders.
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Better demonstrate the value of marketing and digital within their organisations.
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Partner more effectively with the Finance team to secure investment and achieve organisational objectives.
Highly interactive and practical, the program provides a forum for you to wrestle with the concepts so you and your team can walk away with the confidence to start applying the learning from day one.
the course covers 7 modules which include;
01/ the changing role of marketing
A look at the evolving role of marketing and the imperative to increase financial literacy and commercial acumen
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02/ the role of finance within the organisation
A closer look at the evolving role of finance and the mindset of the CFO
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03/ finance concepts & marketing’s impact on the P&L
Learn basic financial concepts like CAPEX, profit, margin and others​
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Understand how to read and interpret key financial reports (balance sheet / P&L and cash flow) and marketing’s ability to influence company performance
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04/ demonstrating the value of marketing
Understand how to measure and report on marketing performance
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05/ 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
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06/ effectively partnering with finance to win
Understand how to build strong and productive working relationships with one of your key business partners
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07/ budget management fundamentals
Learn how to effectively plan and forecast revenue and costs as well as 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 are apart of a team
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Teams who
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Lack commercial and financial
confidence
Teams who
Want to effectively measure marketing performance and use data to adapt their strategy and plan
Teams who
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Are struggling to convey the value of marketing to the organisation
course facilitators
Teresa Sperti
This program is led by the highly seasoned and regarded 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.
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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.
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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 is a Finance and Strategy professional, who 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.
Melissa Bugge
duration
2 x half day sessions
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or 1 x full day session
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format
online
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face to face
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hybrid of both
cost
past participants of our training programs
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frequently asked questions
Will I need to undertake any work outside of the program?
Yes team members will be provided with an exercise to complete which will take 30 - 45 minutes of your time. Prior to course commencement team members will also be required to undertake a small amount of pre-work - this will take 30 minutes.
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What tools will I be provided with?
You will be provided with an investment canvas to help guide development of business cases ongoing.
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What is the minimum number of attendees
We recommend there is a minimum of 4 attendees to run a dedicated program for a team. This will ensure there is enough diversity of thought in the room to stimulate learning and enhance the training experience.
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What tools will I be provided with?
You will be provided with an investment canvas to help guide development of business case in the program and moving ahead
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Which countries and states do you operate within?
In-house training can be arranged for those in Australia and New Zealand.
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What is the cost to hold the training in-house for my team?
In-house training costs are dependent on the size of your group.
Please contact us at to discuss group pricing.
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