Most marketing departments spend the year launching tactics that spike and then reset, and the cost shows up as wasted budget; a pipeline that starts over every quarter; and a team stretched across channels that never build on each other. 

This session gives marketing leaders a five-part operating system, the PLANT framework, for running a department that earns more from the audience it already has. You will score your own team against each part, see where your budget and hours are leaking, and leave with a 90-day sequence for fixing your weakest area first. Drawing on real client results and her book Stop Marketing, Start Belonging, Desiree Martinez shows how to shift from chasing attention to building the relationships that drive retention, referrals, and repeat revenue, and how to make that case to your CEO and CFO.

After this session, you’ll be able to:

• Use a self-scoring PLANT audit that shows which of the five areas (owned foundation, channel bets, nurturing, pruning, and measurement) is costing your department the most, so you know where to start instead of where everyone else is starting.
• Use a stop-doing framework for identifying the vanity metrics, platforms, and programs draining your team’s hours and budget, and redirecting those resources to work that compounds.
• Implement a set of leading and lagging metrics, plus the language to present them, that gets finance and the C-suite to fund relationship-driven marketing as a revenue strategy rather than a brand expense.