Winning with Your CEO and CFO: Making Marketing Accountable

Marketers in small and mid-sized businesses are often asked to show an ROI for their marketing activities. However, the big disconnect is that marketing often is not aligned with business objectives and the language of marketing and business is very different. Unless everyone in the organization understands these differences, marketers will always be challenged and evaluated from a different lens. In this presentation, you will learn how to better link marketing and business objectives, develop a relevant marketing dashboard, differentiate between traditional and social media metrics and develop a better planning process so that you can take strategic leadership for marketing and control of your budget. This interactive presentation is great for individuals across all business functions. Whether you are marketer or a finance professional, you will leave with specific and actionable takeaways that you can implement the next day.

Featured Speaker(s)

Miro Copic is Principal and Co-Founder of BottomLine Marketing ( a business, marketing and brand strategy consulting firm. BottomLine Marketing helps companies develop strategic brand platforms and marketing strategies that drive profitable business growth, with a focus on ROI.

Over his nearly 30-year senior marketing, sales and general management career, Miro has successfully developed and launched a broad array of brands and businesses with leading multinational corporations, start-ups and turnarounds. BottomLine Marketing has helped clients in the entertainment, technology, consumer, life science and non-profit sectors. Clients include DIRECTV, ‪‬, Honeywell, Quidel, National University, The San Diego Foundation, EDF Renewables, GP Strategies and the San Diego Regional EDC. 

Prior to launching BottomLine Marketing, Miro held many positions including Chief Marketing Officer and CEO. He is on the Board of Directors at The Jackie Robinson Family YMCA and on several private companies in the financial services and technology sectors.

For the last 13 years, Miro has taught the Strategic Branding course in the MBA program at San Diego State University as well as the core Marketing course in the Executive MBA Program at SDSU. Miro is a frequent media contributor on branding and marketing topics in local and national media. He has a regular weekly segment on KPBS called the Friday Business Report. He is San Diego State's expert on holiday retail spending, the cable and satellite industry, the toy industry and consumer/customer behavior.

Schedule of Events

5:30-6:00PM Registration and Networking
6:00-7:00PM Presentation
7:00-7:15PM Q&A
7:15-7:45PM Networking