Beyond Efficiency: A Blueprint for Measuring AIs Financial Impact
Most marketing teams measure AI with the wrong scorecard, tracking time saved and output volume instead of true business impact. This interactive workshop shows you how to prove AI ROI using a practical measurement model built around three value paths: Quality Lift (better outcomes), Scope Expansion (new work shipped that wouldnt happen otherwise), and Capability Unlock (removing bottlenecks).
Participants will learn how to transform a standard efficiency AI task into a measurable workflow to drive effectiveness, establish a baseline, and build a proof plan with clear success indicators. And learn how to translate these results into a CFO-ready narrative that answers the tough questions leaders ask before approving continued investment.
Attendees will leave with templates they can use immediately to defend budgets, guide adoption, and scale what works.
Online | August 6, 2026 | 10:00 a.m. – 12:00 p.m. (Central Time)
Key Takeaways
- Why Time Saved is a vanity metric and how “Expansion” metrics create defensible business value.
- How to measure AIs impact on high-value outcomes (Conversion, Pipeline, LTV), not just output volume.
- How to quantify the value of “new work shipped” from the “Impossible Backlog” and link it to growth levers.
- Master the specific language and “Metric Pairs” needed to answer the three core questions every CFO asks.
- Build a step-by-step blueprint to baseline a high-value workflow and deliver a CFO-ready proof narrative in one month.
Purchase 3 or more tickets for your group or team and save 10%.
All non-member registrations will include details to redeem a FREE 1 YR 蹤獲扦夥厙 Academic or Professional Membership ($199 value).
Save up to $175 on registration when you purchase the Modern Marketing Stack bundle that includes Google Analytics Bootcamp (June 2), The Future of SEO, AI and Lead Generation (July 15), and Moving AI from Task Efficiency to Bottom-Line Impact (August 6).
All non-member registrations will include details to redeem a FREE 1 YR 蹤獲扦夥厙 Academic or Professional Membership ($199 value).
Pre-Requisites
A basic understanding of your organizations core marketing KPIs (e.g., Conversion Rate, Pipeline, or ROAS).
Pre-Work: Participants must bring one “efficiency task” they currently use AI for (e.g., “summarizing meetings”) and one business KPI they are accountable for. We will be linking these during the session.
Training Backed By Research
蹤獲扦夥厙 training is unique because of its data-backed approach. The 蹤獲扦夥厙 Competency Model Framework identifies the most impactful skills marketers need to advance their careers. Its based on our research with more than 1,000 marketing professionals and academic leaders.
Are you an 蹤獲扦夥厙 Professional Certified Marketer簧儭? This training is worth 2 Continuing Education Units (CEUs) to maintain your PCM簧儭 certification.
- Why most organizations measure AI incorrectly. Introduction to Goodharts Law: Why measuring speed can unintentionally lead to mediocrity and limit innovation.
- Reframing AI through the Expansion Framework: Quality Lift (Outcomes), Scope Expansion (Throughput), and Capability Unlock (Constraint Removal)
- Real-world examples of translating AI activity into “CFO-speak” (e.g., mapping unconstrained search landscapes to Market Share).
- Building a 30-day proof plan including instrumentation, success indicators, and an “Objection Pre-Mortem.”
- Moving from the “AI Performance Gap” to a culture of outcome-based measurement. Final Call to Action.
Purna Virji
Founder, Agent-Led GrowthPurna Virji is an AI strategist, keynote speaker, and founder of Agent-Led Growth, where she helps organizations turn AI from experimentation into measurable business impact.
Most recently, she led AI strategy and go-to-market initiatives at LinkedIn, following global marketing leadership roles at Microsoft. Across both companies, she worked at the forefront of AI commercialization, helping enterprise teams navigate the shift from emerging technology to real-world adoption.
Purna is best known for her work on AI ROI, agentic AI, and the future of AI-powered customer experiences. Her frameworks on quality lift, capability unlock, and AI-driven growth have helped leaders rethink how they evaluate the business value of AI beyond simple productivity metrics.
A bestselling and award-winning author ofHigh-Impact Content Marketing, Purna has keynoted in 20 countries and been featured in publications includingThe Drum, Adweek,andThe Next Web.She has been named Content Marketer of the Year, Search Personality of the Year, and an Adweek Young Influential.
When she’s not speaking or advising teams on AI strategy, you’ll usually find her gardening, making an ambitious mess in the kitchen, or drinking an unreasonable amount of masala chai.
Whats Included?
- 2 hours of live instruction starting at 10:00 a.m. CT
- Interactive Q&A
- Resources, tips and best practices
- Access to recording and resources for three months
Who Should Attend?
- Job Titles: Marketing Directors, Growth Leaders, Channel Leads (SEO, PPC, Content), and Marketing Operations
- Ideal Attendee: Marketing leaders responsible for integrating AI into their workflows and proving its value to executive leadership. This session is ideal for marketers who believe AI should drive meaningful business outcomes and not just operational efficiency.
- Experience Level: 5+ years of marketing experience.
Cant Attend Live But Want the Information?
We will send a link to the recording and resources within one business day of the event to registrants! Access will be available for three months.