Finally Wall Street can speak
better Main Street, and vice versa.
Who are the best marketers in the world? How would you know, as an investor?
How good is my company at marketing, really? How would you know, as a CEO, oras a board member?
Discover Alpha M, the world’s first marketing excellence rating model, designed for finance, as well as for marketing practitioners.
Reduce investor buyer’s remorse.Increase marketing excellence. Create Marketing Miracle$. Yes, with a dollar sign.
Alpha M is the new signal and playbook that turns marketing instantly from a blackhole into a white hole. It is built 1) on the best academic marketing-finance interface research of the last 30+ years, 2) on decades of practitioner best practice, and 3) on new and unique insights into the real marketing information needs and wants of financial analysts. With use cases and exercises so you can directly try out the downloadable 1 page Alpha M Audit: a powerful checklist focused on the 8 marketing excellence fundamentals. Rate any company in seconds.
Provocative and practical, Marketing is not a Black Hole brings marketing and finance closer than any business book before.
“A must read if you want to enhance market capitalization through marketing excellence and brand investments. The secret is appropriating value for the firm through purposeful strategies that build sustainable Pricing Power, and in turn drive margins and cash flows.”
RAJENDRA SRIVASTAVA
DEAN AND NOVARTIS PROFESSOR OF MARKETING STRATEGY AND INNOVATION, INDIAN SCHOOL OF BUSINESS
“Since end 2019, Chris’s Alpha M playbook has become a key part of our journey to become a truly global brand-driven company.”
STEFAAN MERCKX
CEO, CARTAMUNDI (WINNER OF THE FAMILY BUSINESS AWARD OF EXCELLENCE® 2020)
“The Alpha M model is an important tool to increase investors’ understanding of the true value of marketing excellence - an innovative approach that brings together marketing and finance.”
STEFAN JEKEL
HEAD OF INTERNATIONAL LISTINGS, NEW YORK STOCK EXCHANGE
Discover how CMO, CFO and CEO cocreate iconic brands with sustainable pricing power in the new Galactic Age.
The every day priority of CEOs is creating sustainable business growth. Focus on the bottom line, and on the top line. To make that happen, structurally connecting marketing better with finance is proving to be one the biggest challenges.
In MARKETING is FINANCE is BUSINESS, Chris Burggraeve, former CMO of leadingglobal brewer Anheuser-Busch InBev, will provide both inspiration and practical help to CEOs and their top teams to build successful brands in the new Galactic Age. Strap yourself in, as you will go for a rocket ride.
“Investment in business-aligned marketing capability
is critical to build local and global brands... and indispensable to building galactic ones!”
REBECCA MESSINA
Former Global CMO, Uber
“A page-turner blend of history and future of how marketing plus finance can impact business, painted against the backdrop of humankind’s intensifying race to space. Fascinating.”
PENNY MCINTYRE
BOARD DIRECTOR