Videos
Free, full-length webinars with a hospitality-group CFO, Jim Lenskold, MASB and Forbes, and specialists in events, social, branding and team behaviour. No gate, no sign-up — the arguments and the maths are all here.
Featuring Jan Los — CFO, Flik Hospitality Group USA
A CFO's view on the accountability of marketing. What does it take for every marketing euro to clear the hurdle rate, what makes finance trust a marketing plan, and how do CMO and CFO work together to grow customer lifetime value.
Featuring Jim Lenskold — Lenskold Group
If you want to understand incremental marketing ROI properly, Jim Lenskold is the reference. We walk through the different aspects of ROI and lay out the Accountable Marketing Cycle end to end.
Featuring Tony Pace (MASB) & Stephen Diorio (Forbes)
How to evaluate the brand-building activity of your organisation, and how that leads into brand valuation — so branding is treated as an investment with a return, not a cost line. In cooperation with MASB and Forbes.
Featuring Marty Huisman
Facts and figures for events as a marketing strategy, how to define event objectives, which KPIs to measure, the event ROI maths worked through live, and how to implement an event ROI process.
Featuring Steven Groves
Digital marketing lets you measure almost everything, which mostly produces data overload. This session covers the KPIs that actually matter, where to get them, how to assess the competition, and what to do once the numbers make sense.
Featuring Steve Rogers
Why one marketer outperforms another with comparable skills and experience: behavioural suitability. A deep dive on three roles — brand manager, event specialist and social media specialist — and how the mix determines whether the team can be accountable at all.
Featuring Steve Rogers
Management and HR need a defined mix of behaviours before a marketing team can be held accountable. Steve demonstrates two simple tools that set the behavioural yardstick for selection, promotion, transfer and development decisions.
Featuring Laura Patterson (VisionEdge Marketing) & Guy Powell (ProRelevant)
The full launch conversation about the book: why marketing keeps failing to prove its contribution, and what changes when Pre- and Post-ROI become standard practice.
The live presentation of the book, walking through the four drivers and the Accountable Marketing Cycle in front of an audience of marketing and finance leaders.
The audience questions from the launch — the objections, edge cases and practical implementation problems that come up whenever marketing starts reporting in financial terms.
Podcast
A 30-minute conversation with Peter Mahony and Kelsey Krapf on accountability and return on investment inside marketing, and on the thinking behind YES! Accountable Marketing.
Listen to the episode"Michiel is pretty focused on accountability and return on investment within marketing. And he's published his second book, YES! Accountable Marketing, with a foreword and a chapter on modelling by Guy R. Powell."
The Next CMO podcast
The whitepapers turn these sessions into something you can apply on Monday. The book gives you the complete framework. And if you want it implemented in your organisation, that is what I do.