Using Investment-based Techniques to prove the "Bottom Line" Value of Research

Vicki Tanner

Argues for the need to express research results in financial terms, which is what CEOs want. The three essential steps (each discussed in detail and illustrated) are: link research objectives to corporate objectives, prove the value of the potential investment, and communicate success in `bottom line’ terms.

Using Investment-Based Techniques To Prove The 'Bottom Line' Value Of Research & Give CEOs What They Want

Vicki Tanner Maitland Tanner & Associates Pty Ltd

During the recession of the early 1990s I presided over a research department for a major international financial institution. Despite the cutbacks and writeoffs in all departments, our research budget was increased by 500% in one  year. The turning point was a brief paper for the Managing Director outlining the advertising return...

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