Webinar Series: Designing the Marketer’s Data Set for Better Execution
WEBINAR SERIES: July 16 - September 10

Proven data design strategies from an analyst, a CMO and a global marketing practitioner


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In this three-part webinar series, we’re discussing what separates the average marketing organization from the best in the world.

From our work with hundreds of marketers from organizations like Microsoft, Signify, General Electric and more, we’ve learned it’s not solely about the best creative campaigns or highly efficient execution - the best marketing organizations excel by first identifying the right metrics and then laying the foundation - people, data, process and technology - to effectively execute.

Speaker: Ross Graber, Senior Research Director, SiriusDecisions

Marketing organizations are facing ever-increasing pressure to demonstrate their impact on the business – yet most lack the ability to quantify and convey the value they are driving. Marketers that take an execute first, measure later approach simply never get ahead. And even those with mindful approaches to marketing planning can fall short when it comes time to translate those plans into an ongoing system of performance metrics. So where do you start?

In this webinar, special guest SiriusDecisions Senior Research Director, Ross Graber, will share how you can demonstrate marketing impact in your organization.

You'll learn about:

  • A core framework to help align marketing plans with an operational approach to demonstrating performance
  • The process and technologies needed to create measurements that are well aligned with marketing’s goals
  • The optimal role played by successful marketing operations leaders

Speaker: Tara Chahal, Marketing Excellence Specialist, Signify

What would you say if your marketing organization took on a project that produced the following:

  • A common language and ROI methodology for marketing to create consistency across the business
  • Standard dashboards for executive review of all marketing plans and results
  • The ability to quickly understand where to divest and reinvest marketing dollars

Tara Chahal and the Marketing Excellence team at Signify did just this. They drove a planning, measurement, and data modelling project across a 2,000 person marketing organization, allowing for faster decision making, smarter actions, and greater outcomes. Ultimately, this project led to huge time savings, spend optimization and improved campaign effectiveness by 30% for the Signify marketing organization. Sign up for this webinar to hear Tara’s story and learn how you can do the same for your organization.

Speaker: Tamir Sigal, CMO, Quadient

Savvy marketing leaders recognize that if they’re able to better understand and manage their teams’ investments they’ll be able to justify their spend to other executives. However, CMO Tamir Sigal realized he could do so much more by treating all of his data, including investment data, like a strategic weapon. By working with his team to create a foundational data strategy, he has been able to gain impactful insights from data and create a better experience for his organization by:

  • Showcasing the financial impact of marketing programs in order to justify an increased headcount and budget for his team
  • Empowering his team members to directly manage their own budgets because they have the insights to know where to best spend their next dollar
  • Creating a culture where team members are encouraged to innovate because they know what has been successful and want to further expand in those areas


Featured Speakers

Tamir Sigal


Tara Chahal

Marketing Excellence Specialist 

Ross Graber

Senior Research Director - Marketing Operations Strategies

Sam Melnick

VP, Marketing