At Musqot we work with CMOs in large Enterprise companies everyday, and what we see is that they often experience the same challenges. In these slides we share some of the most common pain points that marketing executives tells us they need help with.

1. CMO PAIN POINTS
Common challenges for Enterprise marketing executives
Musqot slideshare
2017-04-27

2. STAKEHOLDER ALIGNMENT
MAJOR CHALLENGE FOR ENTERPRISE MARKETING TEAMS
Operational Marketing Processes (collaboration)
Internal stakeholders
(departments)
MARKETING
SALES
FINANCE
PRODUCT
Strategic Planning Budgeting, Financials Tactical Planning Reporting, AnalyticsProduction Execution
Requests, Approvals, document revision control, resource allocation, etc

3. How to control that branch offices execute within
strategic boundaries, while allowing for the local
adaptions required to ensure market success?
How to enable cross-border reporting and global
analytical insights - without burdening local
controllers and having to manually aggregate branch
formats that may not even be directly compatible?
GLOBAL ENTERPRISE COLLABORATION
CENTRAL HQ-COMPLIANCE VS. LOCAL ADAPTATION REQUIREMENTS
Local tweaks and adaptions
Strategic Directions
How to ensure multi-national understanding of
how each local piece fits into (and contribute to)
the Global puzzle?
HQ

4. MARKETING PLANS ARE NOT STATIC
PLANNED VS. ACTUAL
Annual Marketing PlanQ1
Hosted events, numeric count
ATL spend (% of total)
Production costs
Co-funding from channel partners
Budget Actual
How do you separate
deliberate strategic changes vs.
“accidents” and ad-hoc
adjustments?
Can you monitor, detect
and control deviations from
the initial plan? Really?
Q2 Q3 Q4

5. CLASSIC MARKETING PITFALLS
‣ Marketing resource spend continues after an initiative has been cancelled, due to inefficient
stakeholder communication = money wasted!
‣ Marketing campaigns that does not align with the strategy are being executed anyway,
because of undetected post-approval deviation
‣ Sub-optimal performance/ROI due to insufficient knowledge sharing internally
‣ Sales cannibalization as a result of campaigns not being fully coordinated
‣ Admin resources drained on manual report compilations
‣ Failure to comply with internal financial requirements (marketing spend forecasting, etc)
‣ Conflicts and friction related to partner funded activities (keeping track of external funds
mixed with the internal marketing budget)

6. HACKING THE 80/20 RULE…
HOW IMPROVE “ROI” BY FOCUSING ON THE RIGHT THINGS
Annual sales is € 1 Billion – Marketing budget is € 100 Million (10x ROI)
€20 M spend drives €800 M in sales
ROI = 40x
Musqot Performance Gantt will help you identify which
marketing investments belong to category A vs. B (so that you
can take the appropriate action and optimize performance)!
Starting Point (simplified example)
€80 M spend drives €200 M in sales
ROI = 2.5x 5x
Worst 80% of your marketing generates
20% of your results (Category B).
Best 20% of your marketing generates
80% of your results (Category A).
CONCLUSION
Knowing which marketing activities that belong
to category A vs B is crucial to increase overall
marketing ROI.
CONCLUSION
Optimizing category B activities in a way that
increases ROI from 2.5x to 5x will generate a
massive € 200 M in additional payback value
(equals a 20% overall ROI improvement on the
total marketing budget)
Optimization focus!

7. CONTACT
Oscar Nelson, CEO
+46-(0)70-795 67 57
onelson@musqot.com
Thomas Lönnegren, Head of Sales
+46-(0)72-387 39 29
tlonnegren@musqot.com