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Plan to Measure Webinar Deck

Plan to Measure: Set Up Measurements Now to Execute Better Tomorrow

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Plan to Measure: Set Up
Measurements Now to Execute
Better Tomorrow
Guest speaker, Ross Graber, Senior Research Director, SiriusDecisions
Allocadia helps marketers plan strategically,
invest with purpose, and measure impact.
QUESTIONS? EMAIL SAM.MELNICK@ALLOCADIA.COM
Percolate helps efficiently manage the
operations of content, from strategy and
planning through development and
execution to drive growth.
Plan to Measure Webinar Deck
About Ross Graber
• Passionate about helping b-to-b marketing
organizations create meaningful systems of
measurement that accurately reflect marketing’s
contribution to the business.
• Focuses upon developing and operationalizing the
approaches leading organizations use to
demonstrate accountability, understand results and
make improvements.
• His research has spanned the marketing operations
discipline and includes data, process, people and
technology.
Senior Research Director in the SiriusDecisions
Marketing Operations Strategies service
@siriusdecisions 6 © 2018 SiriusDecisions. All Rights Reserved
Executive Summary
• Key issues
• What you will walk away with
• B-to-b marketing leaders struggle to develop accountable systems of measurement capable
of fully demonstrating performance
• In response, b-to-b marketing leaders have signaled their intent to increase investments in
analytics technologies
• While response detection, data aggregation and modeling are all business needs, an
ineffective planning approach represents the primary point of failure
• A core framework for aligning marketing plans with measurement
• A view of the process and technologies needed to support aligned measurement
• An understanding of the optimal role played by marketing operations leaders
Ad

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Plan to Measure Webinar Deck

  • 1. Plan to Measure: Set Up Measurements Now to Execute Better Tomorrow Guest speaker, Ross Graber, Senior Research Director, SiriusDecisions
  • 2. Allocadia helps marketers plan strategically, invest with purpose, and measure impact. QUESTIONS? EMAIL SAM.MELNICK@ALLOCADIA.COM
  • 3. Percolate helps efficiently manage the operations of content, from strategy and planning through development and execution to drive growth.
  • 5. About Ross Graber • Passionate about helping b-to-b marketing organizations create meaningful systems of measurement that accurately reflect marketing’s contribution to the business. • Focuses upon developing and operationalizing the approaches leading organizations use to demonstrate accountability, understand results and make improvements. • His research has spanned the marketing operations discipline and includes data, process, people and technology. Senior Research Director in the SiriusDecisions Marketing Operations Strategies service
  • 6. @siriusdecisions 6 © 2018 SiriusDecisions. All Rights Reserved Executive Summary • Key issues • What you will walk away with • B-to-b marketing leaders struggle to develop accountable systems of measurement capable of fully demonstrating performance • In response, b-to-b marketing leaders have signaled their intent to increase investments in analytics technologies • While response detection, data aggregation and modeling are all business needs, an ineffective planning approach represents the primary point of failure • A core framework for aligning marketing plans with measurement • A view of the process and technologies needed to support aligned measurement • An understanding of the optimal role played by marketing operations leaders
  • 7. SiriusPerspective: @siriusdecisions 7 © 2018 SiriusDecisions. All Rights Reserved What’s Going Wrong With B-to-B Measurement? Buyer’s journeys are multi-faceted, buying groups are complex, and campaigns are hierarchical – expecting technology to present a universal view of performance is currently science fiction. • Businesses are good at understanding summary level performance • Organizations are also reasonably adept at detecting tactic responses • It’s everything in between that presents a challenge - why? Ineffective approaches to planning!
  • 8. @siriusdecisions 8 © 2018 SiriusDecisions. All Rights Reserved According to SiriusDecisions Research Sources: SiriusDecisions 2017 Sales Planning Study, SiriusDecisions 2017 Global CMO Study Only 14% of b-to-b organizations say they have an aligned planning process across product, marketing and sales CMOs report their top transformation issue is marketing planning and strategy 43% of CMOs plan to increase marketing planning and strategy headcount over the next two years 14% 43% #1
  • 9. SiriusPerspective: @siriusdecisions 9 © 2018 SiriusDecisions. All Rights Reserved Campaigns Provide Structure Ahead of Execution Campaigns organize sales and marketing efforts around a defined audience and buyer need; thus helping to align resources and actions to business goals. The building of awareness, interest and urgency around a theme The sourcing and nurturing of demand based on the theme The help with progression of opportunities sourced by the theme • Press release • Blog • Infographic • White paper • PPT • Video • Battlecard • Playbook • ROI tool CONTENT The knowledge building of external targets and internal audiences Market Intelligence Reputation Demand Creation Sales Enablement THE PROGRAM FAMILIES • Focus group • SWOT analysis • Internal survey • Briefing • Blog publication • Social posting • Email • Webcast • Event • Training • Engagement DELIVERY
  • 10. SiriusPerspective: @siriusdecisions 10 © 2018 SiriusDecisions. All Rights Reserved Interactive Content+Search FreeRegistration +Event SurveyResults+ Webinar CustomerVideo + WebSite Brochure+Email FreeTrial+Event Analyst Presentation+ Webinar CaseStudy+ Email Ebook+Email PeerNetworking +Event SolutionWP +Webinar Demo+Tele Design Programs To Accomplish Specific Objectives Program planning within campaigns will further specify what needs to be accomplished and how marketing resources will be applied. Campaign Theme Program Family Program Objective Audience Tactic (Offer + Delivery Mechanism) Program 1: Source 250 demand units to pipeline from new logo accounts by end of Q4 FY18 Activate IT Operations Program 3: Reduce days in pipeline by 15% Accelerate CIO Program 2: Influence 850 prioritized demand units via successful appointment setting Validate Senior IT Campaign Reputation Demand Creation Sales Enablement Market Intelligence
  • 11. SiriusPerspective: @siriusdecisions 11 © 2018 SiriusDecisions. All Rights Reserved Clear Objectives Enable Precise Measurement Tactics success must be viewed within the context of campaign, program family and program goals – otherwise, performance is only a measure of responsiveness. Revenue Goal $$$ Campaign Goal 1: X% market share Campaign Goal 2: +Y% retention CampaignSummary Programs Program Families Demand Goal 1: +Q% pipeline Demand Goal 2: +R% velocity Demand Goal 3: +S% influence Tactics Activate Goal 1: +A inquires Activate Goal 2: +B% new logo inq Activate Goal 3: -C% cost per inquiry Reputation Demand Creation Sales Enablement Market Intelligence Activate 1 Activate 2 Validate 1 Accelerate 1 WebinarsEventsEmail PPCTactic Types (samples) Sends Click-through Inquiries Cost per lead Cost ExampleMetrics Attendees Inquiries Cost/attendee Cost per lead Cost Attendees Cost/attendee Cost per lead Cost Placements Clicks Inquiries Cost per lead Cost
  • 12. SiriusPerspective: @siriusdecisions 12 © 2018 SiriusDecisions. All Rights Reserved Campaign Planning Requires Discipline A campaign planning process will facilitate the breakdown of higher level business goals into smaller goals, before resourcing a series of tactics. Goal Setting Needs Assessment Campaign Definition Campaign Targeting Program Planning Prepare Build Map audience and persona needs to solutions Determine theme, team budget, architecture and measurement Refine audience and personas within nested campaigns Establish program and tactic plans Deliver Execution Post- Execution Execute tactics Apply lessons learned to future campaigns Align campaign goals to marketing plan SiriusDecisions Campaign Implementation Process What do we need to accomplish? What must our programs do?
  • 13. SiriusPerspective: @siriusdecisions 13 © 2018 SiriusDecisions. All Rights Reserved Categorization Is Essential Any real understanding of performance depends upon grouping and understanding tactics based on who they’re for and what they need to accomplish. Recommended minimum categorization: • Campaign • Audience • Program • Buying stage Why do so many companies struggle with this?
  • 14. SiriusPerspective: @siriusdecisions 14 © 2018 SiriusDecisions. All Rights Reserved Challenges Along the Way Without a deliberate planning process and technologies to support goal capture, goal distillation and the categorization of tactics, marketing measurement can’t fulfill upon its visibility promise. Planning Process Following a systematic approach to campaign planning aligns activities and effort around agreed outcomes Goal Capture Quantifying goals at multiple levels of a campaign hierarchy is necessary to understand achievement Categorization Tactics must have an intended purpose and audience – scalable measurement requires reasonable tactic metadata
  • 15. SiriusPerspective: @siriusdecisions 15 © 2018 SiriusDecisions. All Rights Reserved The Role of Marketing Operations Development of scalable process and supporting technology for cross-functional execution cuts across the priority pillar of marketing operations leaders.
  • 16. @siriusdecisions 16 © 2018 SiriusDecisions. All Rights Reserved Closing Thoughts • Accountable and insight-rich measurement is contingent upon a solid planning approach which conveys a context for achievement • Disciplined planning requires a process-driven approach which aligns organizational functions and tactics around clearly stated goals • Business systems need to be enlisted to facilitate the creation of these plans and build scale into the ways data gets categorized • Effective marketing operations functions must play a role in establishing planning discipline an supporting technology
  • 17. Panel Discussion Ross Graber Senior Research Director SiriusDecisions Sam Melnick VP, Marketing Allocadia Noah Brier Co-Founder and CTO Percolate QUESTIONS? EMAIL SAM.MELNICK@ALLOCADIA.COM
  • 18. Want to Learn More? Sam Melnick Vice President, Marketing Email: sam.melnick@allocadia.com Twitter: @sammelnick https://bit.ly/2Bsfc2s Noah Brier Co-Founder and CTO Email: noah@percolate.com Twitter: @heyitsnoah https://bit.ly/2WYnbNR