August HOW TO MAKE MARKETING MORE ACCOUNTABLE

Insight, tools and encouragement to help you build an agile marketing system that flexes with the speed of business Engelina Jaspers

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Adopt an Accountability Mindset Measure what Matters Strengthening Marketing Accountability August

FROMTO Investment center Integrated planning Strategic execution High impact Context Cost center Campaign planning Tactical execution High volume Content Adopting an Accountability Mindset August

SUBJECTIVE Outputs Completion metrics Internal satisfaction Efficiency Measuring what Matters August OBJECTIVE

SUBJECTIVE Outcomes Return on investment Customer advocacy Effectiveness Outputs Completion metrics Internal satisfaction Efficiency Measuring what Matters August OBJECTIVE

METRICMEASURE Revenue per marketing head MIE as % of revenue Share of wallet People to program ratio Outcomes Return on investment Customer advocacy Effectiveness Sample Metrics (illustrative) August

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About FlexMarketing Pro Hello, I’m Engelina Jaspers and I’m a FlexMarketing pro. I created “The Marketing FLEX” to help smart marketers lay a more efficient, focused and accountable marketing foundation – one that can flex with the speed of business. I’ve been on a quest for marketing excellence for over 30 years, working for some of the finest consumer and technology brands. The journey has honored me to work with forward-thinking marketers to build high-performing teams and supersize their marketing investments, to successfully lead a number of complex marketing transformations, and to drive a turnaround for my company’s sustainability efforts (that began with Greenpeace on our rooftop and culminated with being #1 ranked greenest consumer electronics company and #5 best global green brand two years later). If you’re ready to “up your game,” building a FlexMarketing capability can help propel your marketing goals and career. Join me at August