March 9, 2012, 12:17 PM

Getting to yes

An IRCE speaker shares the secrets of selling marketing programs to management.

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Retailers are under more pressure than ever to prove the value of their marketing spend, and convincing your company’s chief financial officer to free up funds for proposed marketing initiatives can be a tough sell. In a session at Internet Retailer’s Conference & Exhibition 2012 in Chicago on June 6, Daryl Logullo, Internet marketing manager at e-retailer Southern Fulfillment Services LLC, will discuss how to get to close that gap in a session called “How to get a bigger marketing budget from your CFO.”

Like most e-commerce marketing executives, Logullo must recap the highs and lows of the online marketing program with top management at budget planning time. From that experience, he’ll offer insights on what data to present to garner favorable attention, as well as how to present it.

“I’ll talk about dot-com metrics you must have to win management to your side,” he says. “This includes acquisition costs and growth rate, customer lifetime value, return on ad spend, and capital expenditure outlays for those key projects you need such as mobile and social initiatives.”

He’ll discuss how to dig out the relevant analytics when the data needed to sell a marketing program internally span different departments, how to minimize the difficulties of cross-department collaboration on the project and present a seamless business case to budget planners.

Internet Retailer’s editors asked Logullo to speak because as e-commerce manager of Southern Fulfillment Services, he is responsible for the management of the web sites of five multichannel gift brands. He oversees site development, search engine marketing, online acquisition, affiliate management and e-commerce marketing strategy. He has been involved with consumer-focused online marketing and e-commerce since 1997. Prior to joining SFS, he managed e-commerce efforts for a large Comcast, DirecTV and Time Warner affiliate reseller.

Southern Fulfillment, No. 588 in the Internet Retailer Second 500 Guide, operates several e-commerce sites including HaleGroves.com and PittmanDavis.com.

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