--- title: "Webinar | Show Me the Money: Investing in Marketing Technology" description: Explore how AI is creating opportunities in sales and marketing image: https://blog.som.cranfield.ac.uk/hubfs/Stan%20Maklan.jpg --- [![Marques-SoM](https://blog.som.cranfield.ac.uk/hs-fs/hubfs/CGMD%20Blog/Images/CGMD%20Images/Logos/Marques-SoM.png?width=1&name=Marques-SoM.png)](http://www.cranfield.ac.uk/som) [![Marques-SoM](https://blog.som.cranfield.ac.uk/hs-fs/hubfs/Marques-SoM.png?width=85&name=Marques-SoM.png)](http://www.cranfield.ac.uk/som)   - [Home](https://blog.som.cranfield.ac.uk/knowledge) - Featured - [CEO Summit](https://blog.som.cranfield.ac.uk/knowledge/tag/ceo-summit-2021) - Categories - [Changing World of Work](https://blog.som.cranfield.ac.uk/knowledge/tag/changing-world-of-work) - [Digital Transformation](https://blog.som.cranfield.ac.uk/knowledge/tag/digital-transformation) - [Economics](https://blog.som.cranfield.ac.uk/knowledge/tag/economics) - [Entrepreneurship](https://blog.som.cranfield.ac.uk/knowledge/tag/entrepreneurship) - [Finance and Accounting](https://blog.som.cranfield.ac.uk/knowledge/tag/finance-and-accounting) - [Implementation](https://blog.som.cranfield.ac.uk/knowledge/tag/implementation) - [Leadership](https://blog.som.cranfield.ac.uk/knowledge/tag/leadership) - [Logistics and Supply Chain](https://blog.som.cranfield.ac.uk/knowledge/tag/logistics-and-supply-chain) - [Organisational Behaviour](https://blog.som.cranfield.ac.uk/knowledge/topic/organisational-behaviour) - [Organisational Resilience](https://blog.som.cranfield.ac.uk/knowledge/topic/organisational-resilience) - [Strategic Marketing and Sales](https://blog.som.cranfield.ac.uk/knowledge/tag/strategic-marketing-and-sales) - [Strategy](https://blog.som.cranfield.ac.uk/knowledge/tag/strategy) - [Sustainability](https://blog.som.cranfield.ac.uk/knowledge/tag/sustainability) - [Executive Development](https://blog.som.cranfield.ac.uk/knowledge/tag/executive-development) - Content - [Articles](https://blog.som.cranfield.ac.uk/knowledge/tag/article) - [Whitepapers](https://blog.som.cranfield.ac.uk/knowledge/tag/whitepaper) - [eBooks](https://blog.som.cranfield.ac.uk/knowledge/tag/ebook) - [Podcasts](https://blog.som.cranfield.ac.uk/knowledge/tag/podcast) - [Webinars](https://blog.som.cranfield.ac.uk/knowledge/tag/webinar) - [Videos](https://blog.som.cranfield.ac.uk/knowledge/tag/video) - Programmes - [Open Programmes ↗](https://www.cranfield.ac.uk/som/open-executive-programmes) - [Customised Programmes ↗](https://www.cranfield.ac.uk/som/executive-development/consultancy-and-custom-solutions) - [MBA Programmes ↗](https://www.cranfield.ac.uk/som/cranfield-mba-programmes) - [Master's Apprenticeships ↗](https://www.cranfield.ac.uk/som/management-and-leadership-masterships) - [The Blog](https://blog.som.cranfield.ac.uk/execdev) [![JOIN THE KNOWLEDGE HUB](https://hubspot-no-cache-eu1-prod.s3.amazonaws.com/cta/default/417879/b9b69d4d-7ced-4ee8-bd11-b66d3bd4d1b7.png)](https://hubspot-cta-redirect-eu1-prod.s3.amazonaws.com/cta/redirect/417879/b9b69d4d-7ced-4ee8-bd11-b66d3bd4d1b7) ### Subscribe you blog for exclusive insights. ![](https://blog.som.cranfield.ac.uk/hubfs/Stan%20Maklan.jpg) read # Webinar | Show Me the Money: Investing in Marketing Technology By Strategic Marketing Forum ##### A strategic blueprint for building the business case for investing in technology-enabled marketing. ---   AI is the latest technology revolution to hit marketing practice.  Over the last 30 years we’ve seen E-commerce, M-commerce, CRM, Big Data and now AI driving changes in how we work and what we deliver. Despite the ever-increasing opportunities, commensurate marketing investment continually fails to deliver as expected, and this disappointment erodes the credibility of the marketing function. We beat ourselves up over ROI and accountability. But the problem is not that we are innumerate; rather, we fail to plan for the right things. This is often exacerbated by a naïve approach to the business case, the blueprint for success. Drawing on the experience of colleagues in IT and Corporate Finance, Professor Stan Maklan will suggest how to use the business case as a strategic blueprint for investment in marketing technology.   [![WATCH NOW](https://hubspot-no-cache-eu1-prod.s3.amazonaws.com/cta/default/417879/acdefa0a-72d0-498e-8c48-27ffb3fca561.png)](https://hubspot-cta-redirect-eu1-prod.s3.amazonaws.com/cta/redirect/417879/acdefa0a-72d0-498e-8c48-27ffb3fca561)     ---   Speaker [Professor Stan Maklan](https://www.cranfield.ac.uk/som/people/professor-stan-maklan-751315)  - Emeritus Professor of Marketing Technology at Cranfield School of Management This webinar is presented by Cranfield's [Strategic Marketing Forum](https://www.cranfield.ac.uk/som/research-clubs/strategic-marketing-forum).   Tags: [webinar](https://blog.som.cranfield.ac.uk/knowledge/tag/webinar), [strategic marketing and sales](https://blog.som.cranfield.ac.uk/knowledge/tag/strategic-marketing-and-sales) ### Related Articles ## [The Adoption of Artificial Intelligence in Key Account Management](https://blog.som.cranfield.ac.uk/knowledge/the-adoption-of-artificial-intelligence-in-key-account-management) *( read )* Topics: [webinar](https://blog.som.cranfield.ac.uk/knowledge/tag/webinar), [strategic marketing and sales](https://blog.som.cranfield.ac.uk/knowledge/tag/strategic-marketing-and-sales) ## [Webinar | The Role of Business in Improving Women's Safety in the Night-Time Economy](https://blog.som.cranfield.ac.uk/knowledge/webinar-womens-safety-in-the-night-time-economy) *( read )* Topics: [webinar](https://blog.som.cranfield.ac.uk/knowledge/tag/webinar), [strategic marketing and sales](https://blog.som.cranfield.ac.uk/knowledge/tag/strategic-marketing-and-sales) ## [eBook | Redefining the relationship between sales and marketing](https://blog.som.cranfield.ac.uk/knowledge/redefining-the-relationship-between-sales-and-marketing) *( read )* Topics: [webinar](https://blog.som.cranfield.ac.uk/knowledge/tag/webinar), [strategic marketing and sales](https://blog.som.cranfield.ac.uk/knowledge/tag/strategic-marketing-and-sales) [![Cranfield Executive Development](https://hubspot-no-cache-eu1-prod.s3.amazonaws.com/cta/default/417879/067dcce1-30b3-4ffc-9e52-2ea5380efc32.png)](https://hubspot-cta-redirect-eu1-prod.s3.amazonaws.com/cta/redirect/417879/067dcce1-30b3-4ffc-9e52-2ea5380efc32)    [![New call-to-action](https://hubspot-no-cache-eu1-prod.s3.amazonaws.com/cta/default/417879/74bbdbd7-2f95-455b-89b1-5a723e463604.png)](https://hubspot-cta-redirect-eu1-prod.s3.amazonaws.com/cta/redirect/417879/74bbdbd7-2f95-455b-89b1-5a723e463604) [![cranfieldexecutivedevelopmentlogo](https://blog.som.cranfield.ac.uk/hs-fs/hubfs/cranfieldexecutivedevelopmentlogo.png?width=300&name=cranfieldexecutivedevelopmentlogo.png)](https://www.cranfield.ac.uk/som/executive-development) - - - - - - © Cranfield Management Development Ltd - **[execdev@cranfield.ac.uk](mailto:execdev@cranfield.ac.uk)  ·  [+44 (0)1234 754500](tel:+44%20(0)%201234%20754500)**  ·  [Privacy Policy](https://www.cranfield.ac.uk/som/privacy-policy)