Getting the C-Suite to Understand the Impact of Influence

Posted on November 15, 2011 by Nadina Guglielmetti — Leave a Comment

Tomorrow I get ready to present at WOMMA’s annual SUMMIT. My topic is PROVING THE VALUE OF EARNED AND OWNED MEDIA.  I decided on this topic because, while many brands are engaging in influence across channels, most are not effectively proving impact or providing an integrated view of effectiveness that is connected to established business outcomes.

The C-suite measures performance against both financial and nonfinancial objectives, so proactively aligning marketing/communication efforts against clear goals and KPIs is a non-starter.

How you get there with the volume of data at our fingertips is a mix of the right process, right questions  and connecting the right data to give a complete view of impact of influence against business outcomes.

Defining “influence” to the C-suite has also become critical, and ultimately, we are all in the business of influence.  At its basic definition, influence is the action or process of producing effects on the actions, behaviors, opinions of another or others. 

 Looking forward to the session tomorrow! You can follow the summit at  #WOMMA.