proving marketing's impact: advanced mpm - webinar

Proving Marketing’s ImpactAdvanced Marketing Performance Management

In Partnership With:

Presenters:

Brian BrownriggDirector, Customer &

Marketing Insights@MopsGuruQuintovate

Jerry RackleyChief Analyst

@jrackmanDemand Metric

Sam MelnickDirector, Customer &

Marketing Insights@SamMelnick

Allocadia

Today’s Agenda What is MPM (and why is it so

important?) Advanced MPM: What the Data Says Creating Change to Create Impact Actions & Next Steps

Marketing Performance Management

Context.

Today’s Marketer Has Two Jobs

Marketers Must Merge Both Jobs to Succeed

More Options Than Ever

More Tactics Than Ever!

More Vendors Than Ever!

Six MarTech Capability Clusters

1. Advertising & Promotion

2. Content & Experience

3. Social & Relationships

4. Commerce & Sales5. Data6. Management

Six MarTech Capability Clusters

Advertising & PromotionContent & ExperienceSocial & RelationshipsCommerce & SalesDataManagement

1 : 2 DoRun

But…

Fewer than 20% of B2B organizations are comfortable with their ability to quantify the returns on marketing spend”

SiriusDecisions

Only 35% of marketing decisions are made using marketing analytics”

The CMO Survey

If I don’t Run marketing efficiently, then I can’t Do marketing effectively.”

Senior Business DirectorMajor Banking & Financial Company

Marketers Must Focus on MPM to Succeed

Marketing Performance Management (MPM) is the strategic arm of marketing.

Defining MPM

What the Data Says

A B C D or lower0%

The MPM Landscape: Marketing’s MPM Grade

Best Rest0%

10%20%30%40%50%60%70%80%90%

100%89%

Agreement: Marketing Knows the Business

Best Rest0%

10%20%30%40%50%60%70%80%90%

100% 95%

Agreement: Leadership knows how marketing impacts the business

Best Rest0.01.02.03.04.05.06.07.08.0 7.5

1 = Very Poorly; 10 = Extremely Well

Linking Marketing Results to Business Goals

Best Rest0%

100%90%

Setting Performance Targets for Most/All Marketing Programs & Objectives

Customers at risk

Customer Experience

Buying journey

0 1 2 3 4 5 6 7 8 9

1 = Not at all effective; 10 = Extremely effective

BestRest

Effectiveness at Using Data to Understand

Best Rest0%

80%71%

Presence of a Marketing Operations Function

Creating The Change

Establish Foundation for Change

1. Align on Objectives2. The Case for Managing Change3. Plan for Consistent Communication

to ALL Stakeholders

Finance:“I need to ensure the marketers are viewing the same financial information

I am for accurate reporting.”

“I need to get my marketers the right data,

accounting for all sources of committed

and actual spend.“

“I need to be able to track my marketing plans and ongoing

spend in a way that makes sense to me.“

Finance Marketing IT

Crawl Walk Run

Measurement and Reporting

Marketing and Finance Annual Planning Processes

Integrated Campaign Views

Align Campaign Spend to Org Objectives

Invoice to PO Matching

Visibility to Commitments and POs

Predictive ROIAnalytic ROI

Finance-Marketing Reconciliation

MPM Capabilities Alignment

Structured change management will:A) Minimize the negative impact of change in duration B) Minimize the depth in the “Valley of Despair” C) Accelerate time to competence/new levels of productivity for end users, and D) Sustain ongoing performance and investment optimization.

The Case for Managing Change

Assessing your stakeholder groups leads to effective, tailored communications1) The relative size of stakeholders in any given group2) The impact to stakeholders3) The readiness of each stakeholder

BUSINESS VALUE

Low Medium High

Medium

Keep Satisfied

Monitor

Manage Closely

Keep Informed

PROJECT BUDGET

MEDIUM

Stakeholder Readiness

Stakeholder Analysis

Stakeholder Group Sizes

Move stakeholders up through the Commitment Curve; avoid the Resistance Path!

l of C

Time And Communication

AWARENESS

OWNERSHIP (or COMMITMENT)

BUY-IN

UNDERSTANDING *

UNAWARE

The Commitment Curve

Actions & Next Steps

Takeaway: MPM is NOT Opt-InEnergy Must Be Placed Here

Always Happening!

Best Rest0%

80% 76%

Takeaway: MPM lets Marketing Function as a Center-of-Excellence

Takeaway: Stakeholders

BUSINESS VALUE

Low Medium High

Medium

Keep Satisfied

Monitor

Manage Closely

Keep Informed

Get to know ALL of your stakeholders intimately and plan your communication around their needs.

One-Week Exercise Personalized

Assessment Real Data about Your

Organization Helps You Garner Support for

MPM across the Organization

MPM Health Check

www.allocadia.com @Allocadia Sam.melnick@allocadi

a.com 866.684.0935

www.quintovate.com @QuintoVate support@quintovate.co

m 402.392.4017

For more information, visit:www.demandmetric.com

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