Still, budgeting and planning processes are among the most hair-pulling exercises marketing teams go through each year. That’s why National Instruments turned to SiriusDecisions’ Campaign framework to bring sanity back to this annual activity. For this 400-member global marketing team, selecting an industry accepted framework, leveraging technology, and doubling down on collaboration led to huge strides in their planning and budgeting process. To watch this webinar on demand visit: http://resources.allocadia.com/revamping-marketing-planning-national-instruments-webinar.html

1. How National Instruments
Revamped Marketing Planning
Using the SiriusDecisions Campaign Framework

2. Sam Melnick
Director,
Customer & Marketing Insights
@SamMelnick
Helena Lewis
Sr. Group Manager,
Global Marketing Operations &
Technology

3. Context.

4. CMO
Manage and Optimize the
Business Of Marketing
Run Marketing
Today’s Marketer Has Two Jobs
Attract
Acquire
ConvertRetain
Advocate
Customer
Create Engaging Customer Experiences by
Overseeing the Customer Lifecycle
Do Marketing

5. Marketers Must Merge Both Jobs To Succeed
Plan
Convert
Run Marketing
MPM
Do Marketing
Execution

6. More Tools than Ever!

7. More Vendors than Ever!
0
1000
2000
3000
4000
2011 2012 2013 2014 2015
NumberofMarTechVendors

8. Six MarTech Capability Clusters
1. Advertising & Promotion
2. Content & Experience
3. Social & Relationships
4. Commerce & Sales
5. Data
6. Management

9. Six MarTech Capability Clusters
Do:
Do:
Do:
Do:
Run:
Run:
Advertising & Promotion
Content & Experience
Social & Relationships
Commerce & Sales
Data
Management

10. 1 : 2
DoRun
But…

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

12. Only 35% of marketing decisions are
made using marketing analytics”
The CMO Survey
“

13. If I don’t Run marketing efficiently,
then I can’t Do marketing effectively.”
Senior Business Director
Major Banking & Financial Company
“

14. Allocadia Helps Marketers Merge Both Jobs
Plan
Convert

15. Helena Lewis
Sr. Group Manager,
Global Marketing Operations & Technology
National Instruments
• $1.5B High-Tech Hardware/Software
Company
• Operations within 50 Countries
• 600+ Marketers
• 130 Marketers within Allocadia

16. What Planning at National
Instruments Looked Like
1 Year Ago

17. No Consistent Process

18. Budgets Separate from Plans

19. Lack of Holistic View

20. Too Many People Involved

21. What National Instruments
Did to Fix
This

22. Brought in External Help

23. Launched Buyer-Centric Campaigns

24. Took More Accountability for the Plan

25. Implemented the Right Technologies

26. Easy Enough?

27. Easy Enough? WRONG

28. What We Will Cover Next
1. Making SiriusDecisions frameworks “real”
2. Aligning the organization to ensure accountability
and transparency
3. The importance of getting out of PowerPoint and
Excel and into SaaS technologies

29. Turning Frameworks into Reality
1) Choosing the SiriusDecisions Campaign
Framework

30. Need 1: Focus on Customers’ Needs
Need 2: Align Planning & Budgeting
Need 3: Find a Proven Partner

31. Settling on SiriusDecisions
• Long time customer
• Have tried adopting in
smaller pieces
• Got tired of trying our own
interpretation

32. Making the Move Work for NI
• Made some adjustments,
but did not change intent
• Not a flip of a switch
• Kept some product focus

33. National Instruments Interlock Process
Goals are
collected from
Product Groups
A
B
C
5
6
NEED
Targets:Segment,Industry
DemandType&MarketingStrategy
Needs and marketing
strategies are extracted and
intelligence is gathered
around the target audience
Campaign and Product goals,
priorities, investment, and mix
are planned with region and
product dimensions
Plan is translated
back into Product
Group/Lines context
BuyingProcess
1 2 3 4
Product
Group 1
Product
Group 2
Product
Group 3
Product
Group 5
Product
Group 6
Product
Group 4
Prod. Group 1
View
Prod Group 2
View
Prod Group 3
View
Prod Group 5
View
Prod Group 6
View
Prod Group 4
View
2
3
4
1
CampaignsProductGroup/Lines
ProductGroup/Lines

34. Budget Allocation Model At NI

35. Making the Move Work for NI
• Drives NI position in key growth areas and major market trends
Campaign
• Focuses mostly on demand creation - Always-on” assets & content
maintenance
Product
Groups
• Activities that are not directly tied to a stripe or campaign or spans
across all
Out of
Product
30% of Investment
50% of Investment
20% of Investment

36. Staying on Track with Targets

37. Turning Frameworks into Reality
2) Evolving the Marketing Organization

38. Multiple Organizational & Process Changes
• Aligned roles and responsibilities to the
“go to market” framework
• Centralized corporate functions to drive
alignment
• Regionalization to drive efficiencies,
consistency and accountability

39. The Evolved Regional Marketing Organization
• A consistent org structure across regions
• Regional roles align with corporate functions
• Enables ownership & accountability
Regional
Marketing
Director
Regional Demand
Center
Regional Integrated
Marketing
Field Marketing
Regional Marketing
Operations

40. Implementation of a Regional Ecosystem

41. Getting to a Decision – the RAPID Model

42. Turning Frameworks into Reality
3) Moving From PowerPoint & Excel to SaaS
Technologies

43. Bringing it All Together
Settled on a Framework - SiriusDecisions
Full Throttle on Organizational Changes
But Still Had No Way to Enable These Changes

44. Life Before Allocadia

45. Life With Allocadia

46. Enabling Virtual Campaign Budgets

47. Our Secret Sauce: Tagging

48. Ensures Alignment

49. What Benefits Have We Seen?

50. Running Marketing More Efficiently
Insights & Transparency: See what is being done &
where money is being spent
Optimize: Determine the best model & next action
Enable: Reinforce new frameworks & ensure accountability

51. You can never have global
insights if you operate in
spreadsheets…
… that’s why it is critical to
have a unified SaaS Platform”
- Helena Lewis
“

52. Start to Run Marketing More Efficiently
Get a demo:
Click Here!
Or
Sam.Melnick@Allocadia.com

53. Questions