Marketing SIG: Using Marketing Metrics That Matter



  • The Monthly Meeting of the Marketing SIG


    Presentation Overview

    Marketers commonly use metrics such as ROI, cost per lead, time to close a sale, or time to resolution of a service issue to measure the success of the marketing activities. Linda Sharp, CEO of Religence, contents that none of these metrics measure what's really important--the progress in improving relationships with customers. Instead, the marketing metrics that matter are profit metrics, linking strategy through execution to profitability and leading to real-time management and repeatable processes.

    Join us for the April meeting of the Marketing SIG, on Monday April 11 and hear Linda Sharp and George Fruehan of Religence and Max Henrion, of Lumina discuss Marketing Metrics that really matter.

    To measure marketing, Religence has developed a framework which measures customer relationship development-what happens to build value and potential-cause and effect. And it delivers the unfulfilled promise of CRM. Until now the data to achieve profit metrics have been missing, and no amount of data mining or predictive modeling can cover for data not being collected in the first place in today's systems.

    Linda will describe profit metrics for planning and execution. Then George and Max will lead an interactive, practical demonstration of a profitability model. You'll see how a software company used the Religence Framework profitability model to pre-test alternative strategies and action plans before rolling out, to forecast which strategy was more likely to make the most money, given a limited budget. The same model will be used later to track results.


    About the Presenters:

    Linda Sharp CMC is CEO of Religence(tm), a customer-focusing performance management consulting firm formed to take the Religence Framework to market. A 30-year marketing veteran who has observed success in marketing with a mathematician's eye, she is the principal developer of the Religence Framework. A marketing innovator and integrator, her firms have been a laboratory for developing a quantitative approach to marketing while building a solid track record with major companies in high tech, IT, manufacturing, transportation, energy, environmental, financial services and professional services.

    With George Fruehan, CFO of Religence, numbers talk. George has spent his 25-year career introducing and extending the use of accounting and operations information from board-level and senior managers to line employees in order to change behavior and increase performance. He pioneered valuing intangibles in decision making in financial and professional services, developing a precursor to activity-based analysis.

    An expert in handling uncertainty in decision analysis, Max Henrion, PhD is Founder and CEO of Lumina Decision Systems. The Religence profitability model is executed in Lumina's tool Analytica, a sophisticated modeling tool with probabilistic simulation integral to its design. "A powerful forecasting and business-model package that does what spreadsheets never could," says Inc. Technology of Analytica. Analytica is used worldwide by major companies to easily build, revise and present business models.

    Both Linda and Max have presented at the Business Intelligence SIG in the last few months.


    Event Logistics


    Mitchell Park Community Center

    3800 Middlefield Road

    (between Meadow Drive and Charleston Road)

    Palo Alto, CA


    6:30 - 7:00 p.m. Registration / Networking / Refreshments

    7:00 - 7:20 p.m. Announcements and Introductions

    7:20 - 8:30 p.m. Presentation and Discussion

    8:30 - 9:00 p.m. Wrap-up / Networking



    $15 at the door for non-SDForum Members

    No charge for SDForum members

    Please call 408.494.8378 for student memberships

    No registration required

    For more information about the Marketing SIG, please visit the Marketing SIG Main Page, at