Beyond Efficiency: A Blueprint for Measuring AI’s 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 wouldn’t 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 AI’s 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 AMA 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 AMA Academic or Professional Membership ($199 value).
Pre-Requisites
A basic understanding of your organization’s 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
AMA training is unique because of its data-backed approach. The AMA Competency Model Framework identifies the most impactful skills marketers need to advance their careers. It’s based on our research with more than 1,000 marketing professionals and academic leaders.
Are you an AMA Professional Certified Marketer®️? This training is worth 2 Continuing Education Units (CEUs) to maintain your PCM®️ certification.
AMA Event Policies
- Why most organizations measure AI incorrectly. Introduction to Goodhart’s 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
Principal Consultant, Content Solutions at LinkedInPurna Virji is a globally recognized AI marketing strategist and best-selling author of the multiple-award winning book High-Impact Content Marketing. Based in Philadelphia, Pennsylvania, she is currently the Principal Consultant, Content Solutions at LinkedIn. She previously led global learning and AI thought leadership programs for Microsoft and is also an award-winning former journalist.
A regular top-rated international keynote speaker, she has been featured in publications including The Drum, TechCrunch+, TNW, Marketing Land and Adweek. She has been recognized as an Adweek Young Influential, as WICMA’s Content Marketer of the Year 2025, and the Search Personality of the Year by the US Search Awards. Virji is also an Honored Listee on the Marquis Who’s Who list.
What’s 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.
Can’t 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.