The ABPM Annual Multi-Client Study
on The Role of Executive Briefings
Conducted by independent research firm Decision Analyst with data analysis by ABPM President Roxanne McCreery, the annual Multi-Client Study on The Role of Executive Briefings offers compelling evidence about the value of executive briefings. Key findings from interviews with nearly 7,600 external customers and 4,000 internal customers over a 18-year period confirm that executive briefings: strengthen business relationships, have a strong influence on the decision to purchase, increase the amount purchased, and shorten the acquisition cycle.
Sponsors participating in the study will:
- Calculate incremental revenue and ROI numbers specific to their program
- Measure customer levels of satisfaction
- Document changes over time so that valid and reliable trend analysis is possible
- Measure the effectiveness of changes made during the last year
- Learn what external customers desire and expect from an Executive Briefing
- Learn what internal customers, such as account managers, expect from an Executive Briefing
- Identify actions that will improve the effectiveness of their Briefing Program
- Understand trends observed over more than a decade that may have an impact on the effectiveness and ultimate success of Executive Briefing Programs
- Benchmark their unique Briefing Program against aggregate findings
At the conclusion of the study, a meeting is held in October at the start of the ABPM's Fall Workshop Series to review the research findings.
For more information, the following is available:
Proposal for the Annual Multi-Client Study on The Role of Executive Briefings 2009 (PDF)
Commitment Form for the Annual Multi-Client Study on The Role of Executive Briefings 2009 (PDF)
Deliverables and Benefits (word doc)
Sponsor Survey List Format (excel file)
Sponsor List Guidelines (word doc)
Pre-Study Email Example (word doc)
Purchase Aggregate Data from the 2008 Multi-Client Study on The Role of Executive Briefings
Testimonials (word doc)
