commercial concepts
for marketing teams
duration: 1 full day or 2 half day sessions
held: Online, face to face or a hybrid
class minimum: 4 or more
The best marketing teams understand how marketing creates value for the organisation and impacts the bottom line. Such teams understand what drives the business, can talk confidently and knowledgeably about commercial concepts and know which levers they can pull to impact company performance.
commercial concepts for marketing 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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Better demonstrate the value of marketing and digital within their organisations.
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Use commercial concepts and language confidently and build credibility and confidence with boards, executives, and other senior leaders.
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Secure investment and funding to achieve marketing 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.
what the team will learn
01/ the changing role of marketing
A look at the evolving role of marketing and the imperative to increase financial literacy and commercial acumen.
02/ finance for marketers & 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 (ie balance sheet and P&L). A look at marketing's ability to influence company performance.
03/ demonstrating the value of marketing
Understand the levers at marketing's disposal to create value. Learn how to build a robust measurement approach that extends beyond a campaign and understand key marketing measurement approaches to measure brand, customer experience and more.
04/ securing investment to power marketing led growth
Learn how to build a compelling business case, secure investment and demonstrate return for key areas of investment like MarTech, websites and NPD.
05/ effectively partnering with finance to win
Understand how to build strong and productive working relationships with one of your key business partners.
06/ marketing 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.
which teams will benefit
digital and marketing teams
who lack commercial and financial confidence to engage with stakeholders
large and small teams
who want to effectively measure marketing performance and demonstrate value to the organisation
teams seeking to drive growth
and want to build credibility
within 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.
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.
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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
program details
duration
2 x half day sessions
OR
1 full day session
format
online and live
face to face
hybrid of online and face to face
you will be in good company
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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.
What tools will I be provided with?
You will be provided with an investment canvas to help guide development of business cases ongoing.
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.
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
Which countries and states do you operate within?
In-house training can be arranged for those in Australia and New Zealand.
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 hello@arkticfox.io to discuss group pricing.
what past attendees say
"Commercial Concepts for Marketers is such a beneficial course for any marketer. It highlights and confirms aspects you know about business commercials and finances and also allows you to build on your existing knowledge – many “ah-ha!” moments. There were many participation modules and practical, real-life examples of how and why all of these principals are important. The hands on elements let you demonstrate your understanding in real time and also get feedback on from experts on how you can apply this to your current and future roles. I would highly recommend for all levels to develop commercial acumen"
Senior Marketing Manager, Coles