How to Uncover the Health of Your Business Through the Health of Your Customers
MSI member firms express concerns about waning influence of marketing in the C-suite, in part because of difficulty quantifying to the CFO and CEO the financial value of marketing actions. Increasingly, they are also worried about how recent disruptions to customer behavior may affect their valuation (and for some businesses, their solvency). Customer Based Corporate Valuation is an emerging approach that addresses both of these concerns by measuring the financial value of a firm’s customer base. McCarthy will present tools for leveraging this framework to understand company health and how it can be enhanced through marketing actions.