The strategic importance of the business case for investing in technology-enabled marketing. 

AI is the latest technology revolution to hit marketing practice.  Over the last 30 years we've seen E-commerce, M-commerce, CRM, Big Data and now AI driving changes in how we work and what we deliver. Despite the ever-increasing opportunities, commensurate marketing investment continually fails to deliver as expected, and this disappointment erodes the credibility of the marketing function.  We beat ourselves up over ROI and accountability.  But the problem is not that we are innumerate; rather, we fail to plan for the right things.  This is often exacerbated by a naïve approach to the business case, the blueprint for success.  Drawing on the experience of colleagues in IT and Corporate Finance, Professor Stan Maklan will suggest how to use the business case as a strategic blueprint for investment in marketing technology.  

The Top Three Takeaways you will gain are:

  1. Reframe the business case from a capital budgeting exercise into strategic business development
  2. Identify the complementary capabilities and assets required when embarking on technology-enabled marketing change
  3. Lead comprehensive and strategic conversations about the short and long-term implications of implementing new marketing technology


Professor Stan Maklan is Emeritus Professor of Marketing and Technology and, latterly, Director of the Centre for Strategic Marketing and Sales.  

His research foci are Big Data - Marketing Analytics, Customer Relationship Management (CRM), Customer Experience (CX), Marketing Measurement and Accountability and Marketing Leadership.  He has co-authored several books, most notably a global best-selling textbook on Customer Relationship Marketing, now in its fifth edition.  

Who is it for?

This webinar is open to marketing and commercial directors, senior and aspiring marketing professionals and those in management roles who are curious about marketing and keen to enhance or share their own practice.


Register now