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Measuring B2B Marketing to Business Outcomes
101

Measuring B2B marketing in the context to Business Outcomes is one of the most challenging parts of B2B go to market excellence. In this class, I share a proven framework to help build your marketing performance measurement program. This framework and related development process will ensure the next time you need to defend marketing investment to your CFO you are armed with the right tools.

Who Should Attend

  • Any B2B marketer who is involved in defending budget to leadership and finance teams.
  • Marketing executives who want to ensure that marketing investment is aligned to business outcomes.
  • B2B Marketing Executive who want to lead MPM programs.
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Instructor

Adam Gelles

CEO
The B2B Marketing Company

Students will learn.

A proven methodology and framework to connect marketing investments and activities to business outcomes. In this class, I’ll share an in-depth measurement development process and framework for marketing performance excellence including:This class will be a foundational class on marketing performance measurement.
  • Mapping Marketing to Business Outcomes
  • Understanding the Development Process for Marketing Performance Excellence
  • Best Practices for Marketing Performance Measurement
  • A Methodological Framework for Marketing Performance Measurement
  • Collaborating with Finance to Ensure Organizational Buy-In
This class will be a foundational class on marketing performance measurement and pre-requisite for other MPM classes.

What's included?

  • 5 Chapters
  • 1 Certification
  • 5 Workbooks for MPM
  • 10 Videos
  • 10 Frameworks for MPM Excellence

Become a MPM Strategist 

You will learn how to develop, organize and implement a marketing performance measurement program, ensure organizational buy-in, and set a strategic framework to demonstrate your firm's marketing success in the context of business outcomes.

MPM Leadership

Leading your firm to Marketing Performance Measurement excellence will ensure the articulation of Marketing's role in driving business results. Complete this course to lead those efforts internally and make yourself a marketing leader.
Meet the instructor

Adam Gelles

Chief Executive Officer
The B2B Marketing Company

Throughout his career, Adam has worked with senior management at both leading Global 50 companies and trendsetting startups to achieve significant revenue growth through business and marketing leadership. He has worked with and at some of the world’s leading brands, including Coca-Cola, General Motors, Microsoft and Turner Broadcasting to develop innovative programs that have collectively generated hundreds of millions of dollars for management, shareholders and stakeholders.

Currently, he leads the B2B Marketing Company, a premier B2B marketing consultancy. The B2B Marketing Company powers high-growth, mid-market and enterprise companies revenue growth through sales, marketing, growth and product development programs. TBM clients have included Canoe Ventures, Spectrum Reach, Accordant Media (now Dentsu), Bloomberg, Microsoft and many others. His thought leadership on marketing and media has been published by leading trade and business publications including Advertising Age, Adweek, Digiday, The Myers Report, Forrester Research and The Wall Street Journal.
Patrick Jones - Course author
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