The Chief Marketing Officer Capstone: Running Marketing as a P&L Contributor

A brand cut that reads as a success for four quarters, and a pack that claims 2.4 times the revenue. 10 modules and a practical lab, about 30 guided hours.

What you’ll be able to do

• Separate brand and performance spend and measure each on its own horizon.
• Detect a brand decay curve before it reaches the profit and loss.
• Compute the breakeven on a spend cut and the quarter it turns.
• Allocate a budget on marginal return rather than average return.
• Reconcile every attribution claim in the business to audited revenue.
• Value a genuine control and price a test portfolio.
• Cost the marketing function per unit of work, in-house against agency.
• Convert a revenue argument into a contribution argument.
• Build a marketing investment case with a payback and a hurdle.
• Defend the case to a chief financial officer and a board.

What’s inside

10 modules + lab · around 30 hours