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Copyright © 2009, SAS Institute Inc. All rights reserved.

Marketing Resource Management:Konkurrenzvorsprung durch effizientesMarketingStephan A. NobsPresident EAME, Assetlink


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TodayMarketing efficiency has become an important topic in every marketing organization• Marketers estimate efficiency improvement potential of 10% on

marketing spending through marketing performance management… (Arthur D. Little)

• 71% of all companies indicate that the efficiency pressure on marketing activities has significantly risen in the past three years due to declining efficiency of classic media, increased number of marketing tools available… (Roland Berger)

• 3 out of 10 companies see saving potential of more than 10 percent in their marketing/communications budget… (Roland Berger)


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TodayThese findings demonstrate that there is considerable pressure to act, since the area of marketing and communications is obviously faced with serious efficiency problems in comparison to other operative functions.

Marketing spending needs to be managed just like any other cost in the company.


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TodayHow easy is it for your Marketing today to answer following questions?• Overall success of the last years marketing campaigns above-the-line

and below-the-line• Success of each of the marketing activities with respect to

expectations and actual results• Overall marketing spends at any point in time• Overall marketing objectives vs. actual achievements• Marketing objectives in context to actual budget and objectives per

marketing activity, etc.• Spends per cost center, per activity type• Cost split up between cost categories …


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TodayWhere would you get the information from?• Office Documents (Excels, Word, Powerpoint)• CRM System• ERP System• ????


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Sources of Marketing InefficienciesInsufficient Marketing Planning and Budget Tracking• How to translate business objectives (revenue and profit goals) to

specific marketing activities.Marketing activities based on historical tradition

• Mountains of documents. Upper management unable to determine how resources are allocated to achieve specific marketing objectives.

Sub-optimal allocation of marketing resources• No centralized budgeting system to track expenses related to each

marketing activity. No efficient way to track the results of a marketing activity and measure return on investments.

Ineffective marketing activities executed year after year• Lack of centralized marketing calendars and plans.

Inefficient procurement of marketing services


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Sources of Marketing InefficienciesInsufficient Ad-hoc Execution and Lack of Transparency• Lack of a consistent communications framework for project execution.

Erroneous communications and wasted efforts of marketing service providers, higher costs

• Most activities are repetitive and are carried out manually.Unproductive use of expensive corporate staff

• Execution of marketing activities is severely time bound and manual execution makes it very difficult to track the status.

Considerable amount of time is spent on creating and distributing project status reports, get approvals, etc.

• High turnover rate of employees in marketing.Know-how drain and waste of time due to lacking of uniformed

processes


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Sources of Marketing InefficienciesLack of control of Marketing and Brand Assets• Significant amount of time spent fulfilling requests for access to

marketing material (images, logos, brochures, product packaging)Waste of time, cost intensive

• Service providers constantly charge marketing departments for access to the marketing material.

Waste of marketing budgets• Significant design and production costs for minor adaptations to

existing marketing material. Costs for adaptations are often ten times more than cost for initial

design


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Market Challenges as Drivers for MRMNeed to manage increasing complexity of marketing efforts (proliferation, globalization, M&A, brand mgmt)

Need to accelerate speed to market (competitive pressure, reduction of development time)

Need to capture knowledge (leverage successes, staff turnover, dependency on people for know how)

Push for greater efficiency and effectiveness (short term profits, do more with less)


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Marketing Resource Management

AnnualPlanning

FinancialManagement

ActivityControlling

Fulfillment

Creation

PlanRevisions

TacticalPlanning

MarketingPerformanceManagement


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AnnualPlanning

Fulfillment

Creation

PlanRevisions

TacticalPlanning

FinancialManagement

ActivityControlling



Annual Planning

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AnnualPlanning

Fulfillment

Creation

PlanRevisions

TacticalPlanning

FinancialManagement

ActivityControlling



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Financial Management


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AnnualPlanning

Fulfillment

Creation

PlanRevisions

TacticalPlanning

FinancialManagement

ActivityControlling



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Tactical Planning


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AnnualPlanning

Fulfillment

Creation

PlanRevisions

TacticalPlanning

FinancialManagement

ActivityControlling



Plan Revisions


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AnnualPlanning

Fulfillment

Creation

PlanRevisions

TacticalPlanning

FinancialManagement

ActivityControlling



Project Manager

Project

Requestor

Brief

Contributors

Deliverables

Tasks

CreationProcess Management & Coordination


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CreationProcess Management & Coordination


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CreationCampaign Design


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CreationCollateral Design & Content Management


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AnnualPlanning

Fulfillment

Creation

PlanRevisions

TacticalPlanning

FinancialManagement

ActivityControlling



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FulfillmentBroadcasting and Distribution


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FulfillmentCost Tracking


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Localization & Adaptation

Fulfillment


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AnnualPlanning

Fulfillment

Creation

PlanRevisions

TacticalPlanning

FinancialManagement

ActivityControlling



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Activity Controlling


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AnnualPlanning

Fulfillment

Creation

PlanRevisions

TacticalPlanning

FinancialManagement

ActivityControlling



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Marketing Performance Management


Vielen Dank!

Questions?


Back-up Slides

SAS – AssetlinkIntegration


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SAS – Assetlink IntegrationSystem and Data Flow

Resource Management

Create Campaign

Brief

Create ProjectCreate/Add Campaign Workflow

Campaign –Management

Object

Digital Asset

Workflow TaskCampaign –Management Application

Campaign –Management Deliverable

User interaction

System generated data

Data transfer


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SAS – Assetlink IntegrationProcess related Interactions…

Campaign -Plan

Potential-analysis

Campaign -Design

Campaign-Measurement

Resource Management

Campaign -Optimization

Campaign-Fulfillment

Marketing Plan Invoices ROI

Task CountSegm. Brief Count Task Forecast

CountColl.

Treatm.Export Results

DeliverableRequest


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SAS – Assetlink IntegrationFunctional Integration

Integration from Assetlink to SAS• Creation of campaigns in SAS

− Transfer of campaign brief data• Maintenance of key campaign meta data (owner,

assignee, status, user defined fields, …)• URL-based file pointing within SAS to AL

− Brief, Marketing Calendar, Reports, Collateral/Treatment

Request


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SAS – Assetlink IntegrationFunctional Integration

Integration from SAS to Assetlink• Coordination of Content Management • Synchronization of campaign schedule• Provision of Export data• Common data model reporting in SAS to include AL

campaign metadata

Deliverable


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SAS – Assetlink IntegrationIntegration Approach• Invoke specific objects across both applications• Using Web Services from configurable AL tasks• Using Web Services of the SAS campaign management

API• Data exchange between AL and CM objects

− Read Only/Read-Write based on public accessible data objects described by data dictionaries