VP, Brand Marketing
The Regence Group
The Regence Group
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Feb
12 |
Turning your marketing efforts into sales Luncheon |
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Time and Location 11:30AM-1PM Benson Hotel Portland, OR One common mistake businesses make is operating under the assumption that sales and marketing are two separate functions when, in fact, they are really part of a continuum. If the primary goal of a business is profitable sales, then the primary goal of marketing should be to accelerate sales. If done right, marketing will increase awareness, build positive brand associations, generate customer loyalty and all the rest. But first and foremost, marketing is about sales. In this presentation Mr. Pratt shares his view on how and why marketing and sales have become increasingly disconnected - it starts with the wrong marketing metrics - and what can be done about it. He will also highlight some local companies that are getting it right with integrated sales and marketing plans. Speaker Bio Nelson Pratt is a veteran corporate marketer who believes that brand marketing is only successful when it produces increased sales. Building brand awareness is only the first, and often easiest, step in the overall marketing process. Of greater importance is the process of moving customers on to preference and ultimately insistence. He further believes in the power of a strong corporate brand to make organizations more resilient and their products more competitive. Mr. Pratt is currently the vice president of brand marketing at Regence BlueCross BlueShield, the largest health insurance provider in the northwest. Previously, he has served as senior marketing communications executive for major technology companies such as Novell, IBM and InFocus. He is also an adjunct faculty member at Portland State University School of Business Administration and a member of the American Marketing Association. A graduate of Indiana University with a degree in journalism/mass communications, he also holds an MBA from Northwestern University's Kellogg School of Management. Published work includes columns for Marketing Computers Magazine, The Business Journal of Portland, The Oregonian and the American Association of Advertising Agencies technology education series. Pricing:
Registration:
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 Event Sponsor
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UPCOMING EVENTS
June Professional Development
Workshop June 24, 2008 5:30PM-7PM Ecotrust Building 721 NW 9th Avenue Portland, OR |
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