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How Citrix Tackled Global Marketing Budgets to Make Spending Oversight a Reality
 

How Citrix Tackled Global Marketing Budgets to Make Spending Oversight a Reality

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Watch this webinar with two Citrix executives as they explain why getting a handle on global marketing spend was a business imperative and how they did it.

Watch this webinar with two Citrix executives as they explain why getting a handle on global marketing spend was a business imperative and how they did it.

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  • From a pure numbers perspective Citrix is hitting on all cylinders. At the end of 2012, we generated $2.6 billion in revenue and increased our total employee count to over 8,000 talented and passionate people. We’re also now a strategic provider of software solutions for more than 250,000 customersAnd we’ve built a veritable army of business partners and systems integrators to assist you on your journey to mobility…and beyond.Transition: But what’s more exciting for us as a company is our market position.
  • In fact, we’re in the top 2 in almost every major market that we serve.Including #1 in desktop virtualization with the award-winning XenDesktop and #2 with our leading enterprise cloud networking platform – NetScaler. We’ve also established the early lead in building cloud infrastructure with Citrix CloudPlatform, which already powers many of the largest and most successful clouds in the world and we’ve reached a major milestone in collaboration, with GoToMeeting leap-frogging the competition to secure the #2 spot in web collaboration.As 2013 continues, you’ll see us stepping into a top position as one of the most complete enterprise mobility management players in the market with our XenMobile product line. Transition: And this shows in the financial growth we’ve seen as a company.
  • LMS overview – front end to our Lead Funnel global system.
  • In this Geo there is a dedicated Budget Administrator that managesall of the process from a reporting out of COBS and SAP.The cost center owners do the Web Reqs but from there the BudgetAdministrator takes over the process, tracking and reporting.
  • Remove MFM and spell out:Marketo Financial Management
  • Remove MFM and spell out:Marketo Financial Management
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  •  -
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  • Increase alignment and visibility of marketing spend as it relates to Demand Gen strategy (Attributes and variance target to be set by Demand Gen)Reduce time spent creating and managing plans, budgets, reports, and reconciling with finance by 50%

How Citrix Tackled Global Marketing Budgets to Make Spending Oversight a Reality How Citrix Tackled Global Marketing Budgets to Make Spending Oversight a Reality Presentation Transcript

  • How Citrix Tackled Global Marketing Budgets to Make Spending Oversight a Reality Willy Vega, Citrix Sylvia Gudat, Citrix Brian Glover, Marketo #mktomfm © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • Your Speakers Willy Vega Sylvia Gudat Brian Glover Sr. Director Americas Marketing Programs & Strategy Citrix Director Marketing Systems Citrix Senior Product Marketing Manager Marketo © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • Quick Housekeeping • Chat box is available if you have any questions • There will be time for a Q&A at the end • We will be recording the webinar for future viewing • All attendees will receive a copy of the slides/recording • Twitter hashtag: #mktomfm Page 3 © 2013 Marketo, Inc. Marketo Proprietary and Confidential View slide
  • Agenda • The Why: Business Drivers • The How: Solution Highlights • The What: Results Achieved Page 4 © 2013 Marketo, Inc. Marketo Proprietary and Confidential View slide
  • $2.6B+ Revenue 9,000+ Employees By the Numbers Page 5 © 2013 Marketo, Inc. 330,000+ Customers 10,000+ Partners in 100 Countries Marketo Proprietary and Confidential
  • #1 Desktop & App Virtualization Market Leadership #2 Cloud Networking #1 Public Clouds #2 Web Collaboration Page 6 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • Citrix Marketing • Annual budget of 100 + Million • Over 200+ Marketing Managers • 150 new Marketing Programs globally per month • 500 to 750 Leads per day • Sourced from 200+ Countries • Generates over 30% of Citrix pipeline Page 7 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • We suspect half of our marketing dollars are wasted. We just don’t know which half… John Wannamaker Page 8 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • Technical Landscape Dispersed Spreadsheets Hyperion SAP MKTO SFDC ODS Point App Page 9 © 2013 Marketo, Inc. SAP Marketo Proprietary and Confidential LM Cube
  • Disconnected Tools Dispersed Spreadsheets Hyperion SAP MKTO SFDC ODS Point App LM Cube SAP = Manual = Automated Page 10 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • Process View Field Marketing Budget Mgmt. Marketing Director allocates quarterly budget to cost center Program owners forecast expenses Quote & vendor set up Crete web requisition Yes No Complete vendor form & send to AP Managers approve Purchasing assigns PO# Program owner download commitments Update PO# Program owners executes SES Download actuals Page 11 © 2013 Marketo, Inc. Request invoice verification against SES Yes Update with Actuals Marketo Proprietary and Confidential Send to Accounts Payable No Create addendum
  • Manual Effort Field Marketing Budget Mgmt. Marketing Director allocates quarterly budget to cost center Program owners forecast expenses Quote & vendor set up Crete web requisition Yes No Complete vendor form & send to AP Managers approve Purchasing assigns PO# Program owner download commitments Update PO# Program owners executes SES Download actuals Page 12 © 2013 Marketo, Inc. Request invoice verification against SES Yes Update with Actuals Marketo Proprietary and Confidential Send to Accounts Payable No Create addendum
  • Closing the Gap • Provide greater holistic and complete visibility of marketing planning and spend functions • Streamline operational processes, reduced rework, and automation of previously manual activities • Standardize reporting, analysis and measurement of marketing investments Page 13 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • Vendor Selection • Spend management and reporting needs • Usability standards • Compatibility with existing technologies • Business agility • Cost of ownership Page 14 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • Vendor Score Card Marketo Financial Management Vendor2 Vendor3 3.8 3.6 4.4 Cost of Ownership (3 years) 1X 3X 3X Time to Value 10 weeks 6-8 months 6 months Overall Score (1-5) Functionality Budget management Accessibility Usability Scalability Enablement Deployment Integration Training Support Best practices Vendor Strength Technology Roadmap Vitality Page 15 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • Vendor Score Card Marketo Financial Management Vendor2 Vendor3 3.8 3.6 4.4 Cost of Ownership (3 years) 1X 3X 3X Time to Value 10 weeks 6-8 months 6 months Overall Score (1-5) Functionality Budget management Accessibility Usability Scalability Enablement Deployment Integration Training Support Best practices Vendor Strength Technology Roadmap Vitality Page 16 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • Business Agility Admin Users Sample Data •Hierarchy •Attributes •Fiscal Periods Data Model Page 17 © 2013 Marketo, Inc. Budget & Approval WF •Top-down WF •Bottoms-up WF •Approvals WF Power Users Sample Data •Finance Import WF •Mapping rules Sample Data All Users Live Data Reporting Templates •Dashboard •Reports Mapping Actuals Marketo Proprietary and Confidential •Administrator •Editor by region Training Closing •Book Closing •Reforecasting
  • Solution Highlights • Global deployment • 150 users across field marketing and demand gen corporate teams • 100+ cost centers managed in multiple currencies • Integration with SAP for POs and Actuals Page 18 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • Solution Highlights (cont.) • Org structure reflected in budget hierarchy • Multi-level targets in USD (top down) • Plan and forecasts in local currency (bottoms up) • Details panel attribution standards drives reporting Page 19 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • Key Considerations • Standard terminology • Plan vs. actual currency conversion rate • Reporting baselines • Local autonomy vs. Global oversight Page 20 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • Results Achieved Time to Value Better Alignment Efficiencies Page 21 © 2013 Marketo, Inc. • 3 months • 1.5 FTE • Great user adoption • Improved visibility of planning and forecasting • Increased accuracy of spend • Reduction in variance targets • Reduced double entry • Faster month-end reconciliation • Reduced time spent managing plans Marketo Proprietary and Confidential
  • Page 22 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • Page 23 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • Next… • Streamline program life cycle (single system of record) • Marketing activity data integration for reporting • Expand user base to other Marketing Teams Page 24 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • Q&A Webinar: How Citrix Tackled Global Marketing Budgets to Make Spending Oversight a Reality Page 25 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • Thank you! Willy Vega, Citrix Sylvia Gudat, Citrix Brian Glover, Marketo © 2013 Marketo, Inc. Marketo Proprietary and Confidential