Your Marketing Budget: It's Not You, It's Your Spreadsheet
 

Your Marketing Budget: It's Not You, It's Your Spreadsheet

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Are your marketing budget woes bringing you down? It may be time to have a serious talk... about your budget spreadsheet. Whether you're a global marketing organization or a centrally located ...

Are your marketing budget woes bringing you down? It may be time to have a serious talk... about your budget spreadsheet. Whether you're a global marketing organization or a centrally located marketing team, you won't want to miss this opportunity to discover how Marketo Financial Management can help you save time, reduce errors, and manage your budget more intelligently.

Check out this demo to learn how Marketo Financial Management ties all of your budget planning and spend data together with your programs, invoices and purchase orders in a single system of record, so you can:

- Improve forecasting and spend to plan
- Easily collaborate with team members
- Quickly reconcile invoices and purchase orders
- Get more accurate reporting on program costs

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Your Marketing Budget: It's Not You, It's Your Spreadsheet Your Marketing Budget: It's Not You, It's Your Spreadsheet Presentation Transcript

  • “Your Marketing Budget: It’s Not You, It’s Your Spreadsheet” (will begin shortly) #mktomfm © 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • Your Speakers Brian Glover Senior Product Marketing Manager Marketo © 2012 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 Page 3 © 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • Agenda 1. The Why: Managing budgets is harder than it needs to be 2. The What: Marketo Financial Management 3. The How: Demo + data process flow Page 4 © 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • The Budget Management Challenge 5 to 20 9 out of 10 94% © 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • The Budget Management Challenge 5 to 20 9 out of 10 94% © 2012 Marketo, Inc. Marketo Proprietary and Confidential Average percent of company revenue spent on marketing (Gartner)
  • The Budget Management Challenge 5 to 20 Average percent of company revenue spent on marketing (Gartner) 9 out of 10 Companies use spreadsheets to track budgets (Aberdeen Group) 94% © 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • The Budget Management Challenge 5 to 20 Average percent of company revenue spent on marketing (Gartner) 9 out of 10 Companies use spreadsheets to track budgets (Aberdeen Group) 94% Operational spreadsheets that contain errors (Raymond Panko, University of Hawaii) © 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • Marketers Are Flying Blind Page 9 © 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • Marketers Are Flying Blind Page 10 © 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • Marketers Are Flying Blind Page 11 © 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • Marketers Are Flying Blind Page 12 © 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • What If You Could… 2) Make adjustments 1) See where you’re going 3) Land on target Page 13 © 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • Marketo Financial Management Budget management software made for marketing teams that helps them manage spend better. Up-to-date view from a single, web-based source, so you can: Forecast Accurately Page 14 © 2012 Marketo, Inc. Balance the Budget Marketo Proprietary and Confidential Spend to Plan
  • Marketo Financial Management Only Marketo connects your spend to financial data, strategic plans and marketing programs Marketing Goals Target Audience Invoices Purchase Orders Page 15 © 2012 Marketo, Inc. Regions Spend Marketo Proprietary and Confidential Marketing Programs
  • Connecting Costs & Returns for Instant ROI Reporting Costs (ERP) Returns (CRM) Other data source Page 16 © 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • Connecting Costs & Returns for Instant ROI Reporting Costs (ERP) Returns (CRM) Other data source Spend Analysis Page 17 © 2012 Marketo, Inc. Program Effectiveness (ROI) Marketo Proprietary and Confidential
  • The Cycle Target Budget Planned Spend Forecast ROI Reporting Analyze Variance and Optimize Spend Page 18 © 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • The Cycle Target Budget Planned Spend Campaign Execution Reconciliation Forecast ROI Reporting Analyze Variance and Optimize Spend Page 19 © 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • Customer Success Customer Success – Enterprise Challenges: The cloud company that enables mobile workstyles Visibility into regional budgets Aggregating budget data across sources 260,000 companies use Citrix products Time-consuming conversions, rework, invoice reconciliation, etc. Solution: Global standards for budget management Benefits Lowest total cost of ownership Fastest time-to-value Global adoption Timely monthly forecasting Page 20 © 2012 Marketo, Inc. Marketo Proprietary and Confidential Over 100 million users globally $2B+ in revenue
  • Demo © 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • Cost Center Owner Enter Target Budget Budget Owner Enter Planned Spend Budget Owner Enter Forecast CC & Budget Owner Reconcile Actuals CC & Budget Owner Demo Agenda Analyze Spend/ Prove ROI Page 22 © 2012 Marketo, Inc. I own 6 cost centers. Where do I enter the target budget for them? Where do I enter my programs and details before budget allocation, and request budget approval? Contracts have been negotiated. Now I can I enter forecast. I want to see all actuals related to an activity. Are my cost centers over or under? How are my programs performing? Marketo Proprietary and Confidential
  • Enter Target Budget Budget Owner Enter Forecast CC & Budget Owner Enter Planned Spend Reconcile Actuals CC & Budget Owner Budget Owner Cost Center Owner Demo Agenda Analyze Spend/Prove ROI Page 23 © 2012 Marketo, Inc.  System of record  Expense entry form customizable  One system to enter all data  PO and Actuals mapping  Closed-loop ROI reporting Marketo Proprietary and Confidential
  • Data Process Flow © 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • Reconcile Invoices and Purchase Orders Import to MFM (for each line item) Is there an exact match to a PO# or MFM ID? Yes Reconcile to line item! (actuals export) No Is there a match between any field and a budget? (set multiple rules and prioritize) Page 25 © 2012 Marketo, Inc. Marketo Proprietary and Confidential Yes Assign to budget owner
  • Automated Import Process for Financial Data Costs Actuals Export Secure FTP (csv or xls) Other data source     No APIs or heavy integrations required Low IT involvement Can import virtually any source data Each data source has it’s own data mapping rules Page 26 © 2012 Marketo, Inc. Marketo Proprietary and Confidential Marketo Financial Management
  • Summary Budget management is a data aggregation and broken process challenge Marketo Financial Management gives marketers a single system of record for your budget data to • • • • Make collaboration across teams and regions easy Get more accurate and complete spending reports Streamline invoice and PO reconciliation processes Measure ROI with more accurate program cost data Only Marketo supports the full budget management lifecycle Page 27 © 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • So, why are we still using budget spreadsheets? Page 28 © 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • Q&A Webinar: Your Marketing Budget: It’s Not You, It’s Your Spreadsheet Page 29 © 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • Thank you! Brian Glover Sr. Product Marketing Manager bglover@marketo.com © 2012 Marketo, Inc. Marketo Proprietary and Confidential