How to impress the finance director!
Posted on 13. May, 2011 by admin in Business, Sales Management, Uncategorized
A bestselling business author and visiting professor at several UK Universities gave an interesting and provocative talk at Portsmouth Business School recently.
Professor Malcolm McDonald spoke to an audience of business people and students, including this year’s cohort of MA Sales Management students, about the ten questions boards are asking their senior marketing colleagues and the answers they should be receiving.
Professor McDonald said: “Following the latest DeLoitte report setting out the deep unease felt by Chief Executives and Finance Directors over the widespread lack of financial accountability for their often substantial marketing budgets, this session will address this issue head on.”
He went on to discuss the necessity for deep understanding of customers and the ability to measure the contribution that customer relationships make to shareholder value. The session was based on a number of years of cross-functional research at Cranfield School of Management.
Professor McDonald has given similar sessions for the Institute of Chartered Accountants and the Chartered Institute of Management Accountants. He is author of 43 books, is chairman of Brand Finance plc and five other companies and spends much of his time working globally with the operating boards of the world’s biggest multinational companies
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The MA Sales Management is designed for account managers and sales managers with several years work experience. As the pioneer Master’s programme for sales managers in Europe, this course has acquired a national and international reputation that will enable ambitious sales managers to differentiate themselves and advance their careers. Portsmouth is the only UK business school listed by the University Sales Education Foundation.
