W2O Client Mark Stouse Recognized as 2014 Innovator of the Year in Marketing and Communications

  • Stouse honored for innovative analytics platform that ties marketing and communications investment to sales productivity and other key business metrics
  • Influence Scoring System (ISS) created for CxOs with input from more than 100 business leaders
  • Powerful platform tested and proven across 3 public companies and 5 major agencies since 2005
  • ISS objectifies and correlates performance with investment: “More with more, and less with less”
  • System constructively ‘gamifies’ the agency-client relationship, creates a win-win system of partnership and mutual accountability

SAN FRANCISCO--()--W2O Group client Mark Stouse, Vice President of Global Communications and Customer Connect for BMC Software, was honored at the Holmes Report In2 SABRE Awards ceremony last week for his pioneering work to create the Influencer Scoring System (ISS), which ties marketing and communications investment to key business performance metrics.

Originally named last fall as one In2’s Innovator 25 group of executives, Stouse won for Best Gamification as well as the 2014 Innovator of the Year in an extremely talented field of entries.

“The Influencer Scoring System answers the big questions that CEOs and other leaders want to know,” said Stouse. “Every business leader has three big questions: how well are you performing, how cost-effectively are you operating, and how are you helping to move the business forward? ISS looks at marketing and communications functions and delivers the answers to these questions. The first module focuses on performance management. The second level looks at investment v. functional outcomes, helping functional leaders control opportunity cost and run marketing or communications functions like investment funds. The third level establishes connection and causality between functional programs and sales productivity impact – demand generation, deal expansion and sales velocity – as measurable proxies for revenue, margin and cash flow at the top of the company.”

“The Influencer Scoring System has achieved the very difficult task of making public relations a measurable business item for executives, showcasing the true value of our PR efforts,” said Aaron Strout, managing director and leader of the Technology practice at W2O. “From an account management perspective, we are able to maintain a broad view of the coverage we’re receiving across all channels, as well as identify gaps in areas that enables us to refocus our efforts and ensure the most impactful reporting for BMC.”

For more information on ISS, there is an extensive slide presentation and downloadable infographic at http://www.slideshare.net/mstouse1/influencer-scoring-system-iss-presentation-prsa-world-copyright-2013-mark-stouse

Currently, Stouse is the top global communications and influencer marketing executive at BMC Software, a $2.2B enterprise software company. He also has held top marketing and communications roles at Compaq, HP and Honeywell Aerospace.

Created by the Holmes Report, the In2 SABRE Awards mark a major extension of one of the industry’s most significant marketing and communications awards programs. The Holmes Report established the In2 SABRE Awards to recognize programs that unify analytics and content strategy with storytelling and engagement.

To be included in the list of Top 25 Innovators, an individual must have evolved both the practice and the appreciation of marketing and communications. In compiling this list, the Holmes Report relied heavily on external nominations, buttressed by its own editorial research. SABRE Awards winners are selected by teams of judges that include many of the brightest lights in today’s marketing and communications profession.

About W2O Group

Founded and led by chairman and CEO Jim Weiss, W2O Group is an independent network of complementary marketing, communications, research and development firms focused on integrated business solutions to drive change and growth through "pragmatic disruption" for the world's leading brands and organizations. W2O Group serves clients through a network of firms – WCG, Twist, BrewLife and W2O Ventures – through offices in San Francisco, New York, Austin, Los Angeles, Minneapolis, Atlanta and London. For more information, please visit http://w2ogroup.com.

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Contacts

W2O Group
Erin Disney, 512-236-5994
edisney@w2ogroup.com

Mark Stouse, honored at the Holmes Report In2 SABRE Awards ceremony last week for his pioneering work to create the Influencer Scoring System (ISS), which ties marketing and communications investment to key business performance metrics. (Photo: Business Wire)

Mark Stouse, honored at the Holmes Report In2 SABRE Awards ceremony last week for his pioneering work to create the Influencer Scoring System (ISS), which ties marketing and communications investment to key business performance metrics. (Photo: Business Wire)

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Contacts

W2O Group
Erin Disney, 512-236-5994
edisney@w2ogroup.com