KPIs – How to keep your business on track

Start date: January 20, 2015 8:00am

Key Performance Indicators are the crucial financial and operational gauges you should be using to make sure your marcomms business is on track. But it’s easy to get KPIs wrong and then they hinder, rather than help, decision-making. This seminar will cover: • What KPIs marcomms businesses need at their different stages of development – from newly established, through growth, to significant enterprise; • Common mistakes in KPI generation and use; • The most important operational, P&L and Balance Sheet KPIs you need to use; • “Rule of thumb” KPI metrics The seminar, hosted by the PRCA, will be chaired by Mark Madsen of Madsen Consulting and speakers are Esther Carder, Partner at Kingston Smith W1, and Chris Matthews, Principal at Sutherlands, and is free to all those in marcomms. About the contributors:

Mark Madsen of Madsen Consulting

Mark is widely known and respected in the communications industry, having over 15 years’ experience of building and selling communications businesses. Since 2004, when he founded Madsen Consulting, he has been involved in advising over 70 marketing communications consultancies on their sale or merger.

Esther Carder of Kingston Smith W1

Esther, who is a partner at Kingston Smith W1, has some 18 years’ experience working with owner managed businesses, and has been a partner for 11 years. Esther has responsibility for a portfolio of clients in the marketing services, media and consulting sectors. As well as advising on routine areas of compliance, such as audit and tax, she also advises regularly on specialist areas, such as employee incentive schemes and valuations. She also works closely alongside M&A transactions, advising on pre sale priming and tax planning, company restructures and due diligence. As well as speaking regularly at seminars and commenting in trade press, Esther is involved with the scrutiny of the submissions to the annual PR Week Top 150 and Design Week Top 100. She also presents the results of the PRCA annual charge out rate survey, as well as running training courses for them. She edits, as well as writes, sections of the annual “The Financial Performance of Marketing Services Companies” survey that Kingston Smith W1 prepares.

Chris Matthews of Sutherlands

Originally from Arthur Andersen, he was formerly CEO of Shandwick Consultants, which he doubled in size and quadrupled in profits during his four years’ leadership, to make it the biggest PR firm of its type in Europe. He then started and was Managing Partner of Hogarth, a capital markets PR firm, which grew from a single client into a top ten agency, which he successfully sold to a leading international marketing group. Chris now advises marcomms businesses on operational matters; professional services firms on sales and marketing issues, and is Chairman of Peregrine Communications, the award-winning, international comms agency focussed on the asset management sector. Do you have a specific question you would like the seminar to address? email with ‘KPI SEMINAR QUESTION’ in the subject line and it will be addressed. To sign up to this seminar, please email Edwina –

Date: January 20, 2015

Time: 8:00am

Speaker Panel:

Mark Madsen - Madsen Consulting
Esther Carder - Kingston Smith W1
Chris Matthews - Sunderlands


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