The second Measuring Success session had two speakers and presented two case studies.  Here’ s the description of the session:

10:45 am - 12:00pm Measuring Success Case Studies & Tactics       -  Measuring Track
Come hear real life examples of how companies are measuring their success with search engine marketing, either through use of particular tools or certain types of tactics.
Moderator:
Michael Sack, Executive Vice President & Chief Technology Officer, Inceptor
Speakers:
Glenn Alsup, President, Viewmark
Rand Fishkin, CEO, SEOmoz.org
Tony Wright, Director, Client Services, Kinetic Results

Tony Wright spoke first about his case study of a business that never did search and focused instead on traditional media buys, often spending millions on whim for this.  They had an overworked IT Staff of 4 people.

The first thing that happened when they were asking around for a search vendor is that Google contacted them and offered to run their search marketing program. That did not turn out to happen and the speaker’s company ended up winning the business.

The first things Tony noticed once he started working with this company is they had vague success metrics and one of the marketing managers actually said "if I brake even I’m a genius".  

Tony next refined the keyword list and leveraged the companies relationship with the Google Vertical Engineer to get the best keyword data money could buy.  As time went on the campaign began to make money and become more and more profitable.  Soon other departments heard about the program and wanted to join because Tony had built credibility by making the first PPC program work.

The point of Tony’s story, I feel, is that you must earn credibility and respect before your going to win anyone over.