Marketing is notorious for developing their plans in isolation. With increasing pressure to deliver business value, great marketing teams are laser focused on aligning their activities to corporate objectives and revenue targets.
In this webinar, we'll show you how best-run modern marketing organizations are able to align targets and drive growth while managing budgets within a few percent of target, and answer key questions like:
How are we planning our activities against our target? How can we ensure our marketing campaigns, programs and tactics are aligned with revenue growth?
Watch this webinar and learn:
- 5 best practices in marketing planning used by best-in-class enterprise organizations
- How you can build marketing plans aligned to business objectives and global campaign initiatives
- How you can measure the impact of marketing investments, and reallocate spend to high performing programs (including what-if scenario plans to determine investment priorities)
Marketing Operations teams play a critical role in building alignment across teams, processes and programs in the marketing organization. They manage everything from improving operational efficiencies to streamlining technologies and reporting on analytics to the CMO. But, what does a Marketing Operations professional do all day?
Here are 8 pieces of advices from Marketing Operations professionals in the grind.
Allocadia Webinar: Going for the Gold in Marketing PlanningAllocadia Software
Going For the Gold in Marketing Planning
Move Beyond “Gut Feel” Towards More Strategic Marketing Plans
What does marketing planning look like at your organization? Is it a well-defined and strategic process, or a slightly chaotic one?
While every company plans differently, there’s likely a little room for improvement in the marketing planning methods at virtually every marketing organization.
In this webinar, hosts Ryan Danner, Director of Planning for Red Hat Software and James Thomas, CMO of Allocadia software talk about their experiences as long-time marketing leaders with responsibility for planning.
They paint a picture of what better marketing planning looks like (flexible, aligned and revenue-driven) and share some first steps your organization can take to start making it happen.
In this webinar, you’ll learn:
- The current state of marketing planning – what’s working, and what’s not
- The pros and cons of some of the most common tools, frameworks and approaches to marketing planning
- 3 levels of advanced marketing planning (Bronze, Silver and Gold) recommended by Allocadia and how to achieve them
Contact us at 1-866-684-0935 or at hello@allocadia.com for more information.
Allocadia Webinar: Looking Forward & Back in Marketing PerformanceAllocadia Software
Don’t go into your next planning & budgeting cycle without insight into your marketing performance — both past and future.
Planning and budgeting season is almost here. Many organizations simply pull out last year’s plans and tweak them… but without factoring performance into the planning cycle, big opportunities can be missed.
Performance metrics can radically transform your marketing organization:
-- With marketing plans driven by past performance data, you’ll reduce costs and drive more revenue, since you’ll be investing more in the programs that really move the needle.
-- With meaningful, achievable forward-looking performance targets, you’ll bring your team into closer alignment and set them up to be more successful.
So why don’t more marketers do this? Performance measurement is complex. Metrics can be spread across siloed systems, and various parts of the business can define success in different ways. And what do you do with the data once you get it?
This webinar provides perspectives, tools and best practices for measuring your past performance so you can revitalize your budgets and plans for next financial period. We also discuss how to set meaningful performance targets for the year ahead.
How to Align Marketing Campaign Plans and Budgets with SiriusDecisionsAllocadia Software
Learn how marketing organizations are improving their marketing planning and budgeting processes using The SiriusDecisions Campaign Framework and Allocadia Software for better alignment.
What you'll learn:
1) How The Campaign Framework works. Identify key components of B2B marketing campaigns and deliver advanced marketing planning concepts
2) How to Align your Marketing Budgeting Strategy & Programs. Connect your corporate goals to your marketing programs and campaigns
3) How to Manage your Marketing Investments & Budgets using marketing budgeting software. Define budget targets, release and re-allocate marketing funds
Learn more at www.allocadia.com.
Today’s marketers live in one of two worlds. In one, they have the ability to prove marketing’s impact to their CEO, CFO, and Board. In the other, this is is simply not possible.
When marketers can prove their impact, they gain confidence, receive more budget, and become highly respected corporate contributors. When this does not exist, marketing is relegated to being a second class department with minimal power and are left to watch their resources dwindle.
So, what is the difference between the true marketing leaders and the rest?
The Answer: Advanced Marketing Performance Management (MPM). Demand Metric and VisionEdge Marketing's research clearly shows that the organizations who are able to drive maximum impact and prove their worth are well on their way to becoming just as undeniably indispensable to their organizations as sales or finance.
Allocadia Webinar - How Pitney Bowes Got to Marketing ROI by Starting with th...Allocadia Software
Every year, a top priority for marketers is the ability to measure ROI, but the reality is very few marketing organizations actually produce quality ROI insights. Creating valuable advanced measurements is hard.
This webinar covered how Pitney Bowes, a $3.5B global company, leveraged technology to take control of their marketing investments and gain the confidence of their finance department. They then successfully married investments and returns to create three layers of ROI insights across their entire marketing organization.
Allison Smith Terrey, Vice President of Marketing Operations & Analytics, and Anna Alexander, Manager of Marketing Budget Systems, walk you through the story of how savvy choices around technology and data and gaining executive buy-in helped transform corporate marketing operations into a trusted advisor across the company.
At Allocadia, we aim to help marketers be the leaders they need to be. To help us do this, we need to be thoughtful about the team we build and how we all work together. This includes how we work with our customers, partners, and any Allocadia stakeholder. To rally behind this mission, we are guided by these core values at the heart of Allocadia Culture: #RunTogether, #RunToWin, #RunSmart, #RunCreatively, and #RunHealthy. It's all here in our Culture Code!
Marketing Operations teams play a critical role in building alignment across teams, processes and programs in the marketing organization. They manage everything from improving operational efficiencies to streamlining technologies and reporting on analytics to the CMO. But, what does a Marketing Operations professional do all day?
Here are 8 pieces of advices from Marketing Operations professionals in the grind.
Allocadia Webinar: Going for the Gold in Marketing PlanningAllocadia Software
Going For the Gold in Marketing Planning
Move Beyond “Gut Feel” Towards More Strategic Marketing Plans
What does marketing planning look like at your organization? Is it a well-defined and strategic process, or a slightly chaotic one?
While every company plans differently, there’s likely a little room for improvement in the marketing planning methods at virtually every marketing organization.
In this webinar, hosts Ryan Danner, Director of Planning for Red Hat Software and James Thomas, CMO of Allocadia software talk about their experiences as long-time marketing leaders with responsibility for planning.
They paint a picture of what better marketing planning looks like (flexible, aligned and revenue-driven) and share some first steps your organization can take to start making it happen.
In this webinar, you’ll learn:
- The current state of marketing planning – what’s working, and what’s not
- The pros and cons of some of the most common tools, frameworks and approaches to marketing planning
- 3 levels of advanced marketing planning (Bronze, Silver and Gold) recommended by Allocadia and how to achieve them
Contact us at 1-866-684-0935 or at hello@allocadia.com for more information.
Allocadia Webinar: Looking Forward & Back in Marketing PerformanceAllocadia Software
Don’t go into your next planning & budgeting cycle without insight into your marketing performance — both past and future.
Planning and budgeting season is almost here. Many organizations simply pull out last year’s plans and tweak them… but without factoring performance into the planning cycle, big opportunities can be missed.
Performance metrics can radically transform your marketing organization:
-- With marketing plans driven by past performance data, you’ll reduce costs and drive more revenue, since you’ll be investing more in the programs that really move the needle.
-- With meaningful, achievable forward-looking performance targets, you’ll bring your team into closer alignment and set them up to be more successful.
So why don’t more marketers do this? Performance measurement is complex. Metrics can be spread across siloed systems, and various parts of the business can define success in different ways. And what do you do with the data once you get it?
This webinar provides perspectives, tools and best practices for measuring your past performance so you can revitalize your budgets and plans for next financial period. We also discuss how to set meaningful performance targets for the year ahead.
How to Align Marketing Campaign Plans and Budgets with SiriusDecisionsAllocadia Software
Learn how marketing organizations are improving their marketing planning and budgeting processes using The SiriusDecisions Campaign Framework and Allocadia Software for better alignment.
What you'll learn:
1) How The Campaign Framework works. Identify key components of B2B marketing campaigns and deliver advanced marketing planning concepts
2) How to Align your Marketing Budgeting Strategy & Programs. Connect your corporate goals to your marketing programs and campaigns
3) How to Manage your Marketing Investments & Budgets using marketing budgeting software. Define budget targets, release and re-allocate marketing funds
Learn more at www.allocadia.com.
Today’s marketers live in one of two worlds. In one, they have the ability to prove marketing’s impact to their CEO, CFO, and Board. In the other, this is is simply not possible.
When marketers can prove their impact, they gain confidence, receive more budget, and become highly respected corporate contributors. When this does not exist, marketing is relegated to being a second class department with minimal power and are left to watch their resources dwindle.
So, what is the difference between the true marketing leaders and the rest?
The Answer: Advanced Marketing Performance Management (MPM). Demand Metric and VisionEdge Marketing's research clearly shows that the organizations who are able to drive maximum impact and prove their worth are well on their way to becoming just as undeniably indispensable to their organizations as sales or finance.
Allocadia Webinar - How Pitney Bowes Got to Marketing ROI by Starting with th...Allocadia Software
Every year, a top priority for marketers is the ability to measure ROI, but the reality is very few marketing organizations actually produce quality ROI insights. Creating valuable advanced measurements is hard.
This webinar covered how Pitney Bowes, a $3.5B global company, leveraged technology to take control of their marketing investments and gain the confidence of their finance department. They then successfully married investments and returns to create three layers of ROI insights across their entire marketing organization.
Allison Smith Terrey, Vice President of Marketing Operations & Analytics, and Anna Alexander, Manager of Marketing Budget Systems, walk you through the story of how savvy choices around technology and data and gaining executive buy-in helped transform corporate marketing operations into a trusted advisor across the company.
At Allocadia, we aim to help marketers be the leaders they need to be. To help us do this, we need to be thoughtful about the team we build and how we all work together. This includes how we work with our customers, partners, and any Allocadia stakeholder. To rally behind this mission, we are guided by these core values at the heart of Allocadia Culture: #RunTogether, #RunToWin, #RunSmart, #RunCreatively, and #RunHealthy. It's all here in our Culture Code!
10 Questions to Ask Vendor Prior to Quarterly Business ReviewJoan Braatz
A merchant's guide to preparing for an upcoming Quarterly Business Review (or Joint Business Plan) with supplier. Ask these 10 questions prior to the QBR to identify opportunities, mitigate risk, and align on priorities of action to move the category / brand forward.
Mech/ Merchandise /Revenue/Gross Profit/Margin/Dollars/Data/Ecommerce/Omnichannel/Retail
[Presentation] How GE Built a Tech Stack to Run Marketing Like a BusinessAllocadia Software
Kerri Wienbeck shares how GE Digital a $1B startup, rebuilt their marketing tech stack in order to become stewards of marketing investments and results. With the help of Allocadia they were able to build a stronger relationship with Finance, create real visibility into budgets, and ultimately know where to spend their next dollar for maximum impact.
Microsoft & Red Hat: Two Very Different Journeys to Marketing ROIAllocadia Software
Microsoft and Red Hat are two tech powerhouses that faced the same challenge: connecting their marketing plans, spend, and results to get a clear picture of marketing ROI.
In this webinar, we cover:
- The business pains around planning, budgeting, and measuring marketing performance that spurred them into action
- The very different paths Microsoft and Red Hat took to solve those pains, and the technologies they used
-Recommendations from Harris at Microsoft & Ryan at Red Hat for how to create positive change in global marketing organizations
Marketing Technology for the Rest of Us: Run Marketing So You Can Do More Mar...Allocadia Software
B2B buyer demands have changed the game for B2B marketers. Because of their personal
experiences as consumers and thanks to digital technologies, B2B buyers expect a consistent and personalized experience in every stage of the purchasing journey. Thanks to a fast-growing martech landscape, CMOs today have an unimaginable amount of tech at their disposal to meet increasing customer expectations. Many of these technologies are campaign-focused – helping marketers do marketing. But, to truly implement this vision of personalized one-to-one customer conversations, marketing teams also need to understand and integrate budgeting, planning and analytics – and learn how to run marketing efficiently. When marketing organizations link front-end and back-end technologies, they benefit from more operational efficiency and can devote more time, energy and budget to their most important customer-facing work.
At the end of this session you will be able to:
- Make your marketing dollars work harder
- Prove what's working and what's not - and what to do about it
- Link the customer experience with marketing performance
Anaplan Marketing Operational Excellence webinar: Planning to performanceAnaplan
Watch our latest marketing webinar to discover practical advice on how to create operational excellence to achieve your marketing goals from campaign planning to performance.
This webinar demonstrates Anaplan’s Marketing Resource Management and Marketing Performance Management apps—showing how leading organizations are truly connecting their plans to execution and performance to optimization.
Webinar: Why & How to Break Down the Wall Between Marketing and FinanceAllocadia Software
In this session, we’ll feature the winning efforts of Hortonworks’ Marketing department. A year ago, this team was challenged with unreliable spreadsheet budgeting, no visibility into actual spend, an inability to compare spend against plan, and little insight into marketing ROI.
Carey Rutigliano, Hortonworks’ Director of FP&A, will share how they gained control of their marketing investments, built trust between Finance and Marketing, and made changes that directly improved their marketing performance.
In this session, you’ll learn:
How Marketing, Finance and Sales at Hortonworks overcame interdepartmental tensions, learned to speak the same language and developed collaborative strategies for growth
5 essential questions every Marketer should ask Finance during planning season
How Hortonworks leveraged Marketing Performance Management technology to win Finance as a trusted advisor, increase visibility into marketing spend and run marketing more effectively.
Watch the webinar recording here: https://content.allocadia.com/webinars/why-how-to-break-down-the-wall-between-marketing-and-finance
Blacfox has created a powerful growth framework that we call the Intelligent Growth Plan. An Intelligent Growth plan is:
1. Data-driven
2. Tech enabled
3. Resource light
4. People-centered
A well done Intelligent Growth Plan can be well executed despite resource constraints like tight budgets. This is the beauty of it. It enables growth no matter the current situation.
small business marketing plan 2020 is an overview of the coaching and consultancy solution from www.growyourbusiness.tv to help small business owners to plan, document and execute a marketing plan.
If you want to know how to write a marketing plan in 2020, then check out this document, then get in touch.
TAGS:
small business marketing plan 2020, How to write a marketing plan, How to write a marketing plan in 2020, How to write a marketing plan for small business, How to plan your marketing, marketing plan checklist, marketing plan, online marketing plan, social media marketing plan template 2020, marketing plan 2020, how to write a marketing strategy, small business marketing, small business marketing plan checklist, marketing planning, marketing plan template 2020, small business marketing plan
SaaStrU 301: The Journey to Building a Successful Customer Advisory Board in ...saastr
Customers that invest their money, time, and trust in your software and people want to see their ROI grow year after year. What better way to ensure your company's growth is aligned with the needs of your most important customers and to effectively use your limited resources than to hear their input directly? Join us as we walk through Mapistry’s journey building an Enterprise Customer Advisory Board from scratch and the strategy we used to align company strategy with our company mission. We also will be sharing our toolkit for forming a Board and running meetings and how we iterated on the process and structure to enable the sharing of key insights from enterprise companies such as Georgia-Pacific, Amazon, Tesla, 3M, Constellation Brands, and Republic Services.
Allocadia Webinar - 2017 Benchmark Research Webinar w/ PedowitzAllocadia Software
In this webinar, we analyzed the results of a comprehensive survey fielded from over 200 organizations, to understand how leading CMOs are aligning their plans to corporate strategy, handling global budgets, buying and using marketing technology, and making smarter decisions by managing their marketing performance.
Sales reports like Lead conversion rate, Pipeline Generation, Quarter-on-Quarter Comparisons, SaaS Monthly Recurring Revenue (MRR) usually are time consuming work. With iSEEit Reports they come out of the box tied to your updated sales data.
From the Desk of ClickUp's VP of Operations: Hold Onto Your SaaS: How ClickUp...saastr
In a world full of endless software innovations and limitless competition, getting your software into the hands of new users and growing revenues can be a monumental challenge. ClickUp, the all-in-one productivity platform, was built to take on the hyper-competitive project management and collaborative work industry, and has not only carved out a niche for itself but has actually taken market share from some of the biggest companies in the world. One of the key drivers of ClickUp's growth from $4M to $70M ARR in two years has been its combination of product-led growth and organic marketing. In this presentation, ClickUp's VP of Operations, Aaron Cort, will share how ClickUp's focus on building foundational product-led growth and organic marketing efforts combined with strategic paid marketing attribution and brand-building with out-of-home advertising, enabled the company to take on one of the most competitive SaaS markets in the world to win (and is just getting started)!
How to Conduct Plan-O-Gram (POG) ReviewJoan Braatz
A merchant's guide to preparing to present a POG change to senior leadership. Who should help with data reports and preparation. What illustrations are needed from space planning. Outline of agenda to present Proposed POG to senior leadership.
Mech/ Merchandise /Revenue/Gross Profit/Margin/Dollars/Data/Ecommerce/Omnichannel/Retail
From Ads to Warehouses to Doorsteps: Unlocking End-to-End Success on AmazonTinuiti
In this webinar, we partnered with Amazon sales analytics platform, Jungle Scout, to unpack how to rethink your KPIs on Amazon, the impact of operations on advertising, and how to win with an integrated approach.
Marketing automation software or strategy webinarMarketo
“Marketing Automation is no longer an optional solution but … essential to assure business success.”Nucleus Research: “Marketing Automation Drives Business Success” 2019
10 Questions to Ask Vendor Prior to Quarterly Business ReviewJoan Braatz
A merchant's guide to preparing for an upcoming Quarterly Business Review (or Joint Business Plan) with supplier. Ask these 10 questions prior to the QBR to identify opportunities, mitigate risk, and align on priorities of action to move the category / brand forward.
Mech/ Merchandise /Revenue/Gross Profit/Margin/Dollars/Data/Ecommerce/Omnichannel/Retail
[Presentation] How GE Built a Tech Stack to Run Marketing Like a BusinessAllocadia Software
Kerri Wienbeck shares how GE Digital a $1B startup, rebuilt their marketing tech stack in order to become stewards of marketing investments and results. With the help of Allocadia they were able to build a stronger relationship with Finance, create real visibility into budgets, and ultimately know where to spend their next dollar for maximum impact.
Microsoft & Red Hat: Two Very Different Journeys to Marketing ROIAllocadia Software
Microsoft and Red Hat are two tech powerhouses that faced the same challenge: connecting their marketing plans, spend, and results to get a clear picture of marketing ROI.
In this webinar, we cover:
- The business pains around planning, budgeting, and measuring marketing performance that spurred them into action
- The very different paths Microsoft and Red Hat took to solve those pains, and the technologies they used
-Recommendations from Harris at Microsoft & Ryan at Red Hat for how to create positive change in global marketing organizations
Marketing Technology for the Rest of Us: Run Marketing So You Can Do More Mar...Allocadia Software
B2B buyer demands have changed the game for B2B marketers. Because of their personal
experiences as consumers and thanks to digital technologies, B2B buyers expect a consistent and personalized experience in every stage of the purchasing journey. Thanks to a fast-growing martech landscape, CMOs today have an unimaginable amount of tech at their disposal to meet increasing customer expectations. Many of these technologies are campaign-focused – helping marketers do marketing. But, to truly implement this vision of personalized one-to-one customer conversations, marketing teams also need to understand and integrate budgeting, planning and analytics – and learn how to run marketing efficiently. When marketing organizations link front-end and back-end technologies, they benefit from more operational efficiency and can devote more time, energy and budget to their most important customer-facing work.
At the end of this session you will be able to:
- Make your marketing dollars work harder
- Prove what's working and what's not - and what to do about it
- Link the customer experience with marketing performance
Anaplan Marketing Operational Excellence webinar: Planning to performanceAnaplan
Watch our latest marketing webinar to discover practical advice on how to create operational excellence to achieve your marketing goals from campaign planning to performance.
This webinar demonstrates Anaplan’s Marketing Resource Management and Marketing Performance Management apps—showing how leading organizations are truly connecting their plans to execution and performance to optimization.
Webinar: Why & How to Break Down the Wall Between Marketing and FinanceAllocadia Software
In this session, we’ll feature the winning efforts of Hortonworks’ Marketing department. A year ago, this team was challenged with unreliable spreadsheet budgeting, no visibility into actual spend, an inability to compare spend against plan, and little insight into marketing ROI.
Carey Rutigliano, Hortonworks’ Director of FP&A, will share how they gained control of their marketing investments, built trust between Finance and Marketing, and made changes that directly improved their marketing performance.
In this session, you’ll learn:
How Marketing, Finance and Sales at Hortonworks overcame interdepartmental tensions, learned to speak the same language and developed collaborative strategies for growth
5 essential questions every Marketer should ask Finance during planning season
How Hortonworks leveraged Marketing Performance Management technology to win Finance as a trusted advisor, increase visibility into marketing spend and run marketing more effectively.
Watch the webinar recording here: https://content.allocadia.com/webinars/why-how-to-break-down-the-wall-between-marketing-and-finance
Blacfox has created a powerful growth framework that we call the Intelligent Growth Plan. An Intelligent Growth plan is:
1. Data-driven
2. Tech enabled
3. Resource light
4. People-centered
A well done Intelligent Growth Plan can be well executed despite resource constraints like tight budgets. This is the beauty of it. It enables growth no matter the current situation.
small business marketing plan 2020 is an overview of the coaching and consultancy solution from www.growyourbusiness.tv to help small business owners to plan, document and execute a marketing plan.
If you want to know how to write a marketing plan in 2020, then check out this document, then get in touch.
TAGS:
small business marketing plan 2020, How to write a marketing plan, How to write a marketing plan in 2020, How to write a marketing plan for small business, How to plan your marketing, marketing plan checklist, marketing plan, online marketing plan, social media marketing plan template 2020, marketing plan 2020, how to write a marketing strategy, small business marketing, small business marketing plan checklist, marketing planning, marketing plan template 2020, small business marketing plan
SaaStrU 301: The Journey to Building a Successful Customer Advisory Board in ...saastr
Customers that invest their money, time, and trust in your software and people want to see their ROI grow year after year. What better way to ensure your company's growth is aligned with the needs of your most important customers and to effectively use your limited resources than to hear their input directly? Join us as we walk through Mapistry’s journey building an Enterprise Customer Advisory Board from scratch and the strategy we used to align company strategy with our company mission. We also will be sharing our toolkit for forming a Board and running meetings and how we iterated on the process and structure to enable the sharing of key insights from enterprise companies such as Georgia-Pacific, Amazon, Tesla, 3M, Constellation Brands, and Republic Services.
Allocadia Webinar - 2017 Benchmark Research Webinar w/ PedowitzAllocadia Software
In this webinar, we analyzed the results of a comprehensive survey fielded from over 200 organizations, to understand how leading CMOs are aligning their plans to corporate strategy, handling global budgets, buying and using marketing technology, and making smarter decisions by managing their marketing performance.
Sales reports like Lead conversion rate, Pipeline Generation, Quarter-on-Quarter Comparisons, SaaS Monthly Recurring Revenue (MRR) usually are time consuming work. With iSEEit Reports they come out of the box tied to your updated sales data.
From the Desk of ClickUp's VP of Operations: Hold Onto Your SaaS: How ClickUp...saastr
In a world full of endless software innovations and limitless competition, getting your software into the hands of new users and growing revenues can be a monumental challenge. ClickUp, the all-in-one productivity platform, was built to take on the hyper-competitive project management and collaborative work industry, and has not only carved out a niche for itself but has actually taken market share from some of the biggest companies in the world. One of the key drivers of ClickUp's growth from $4M to $70M ARR in two years has been its combination of product-led growth and organic marketing. In this presentation, ClickUp's VP of Operations, Aaron Cort, will share how ClickUp's focus on building foundational product-led growth and organic marketing efforts combined with strategic paid marketing attribution and brand-building with out-of-home advertising, enabled the company to take on one of the most competitive SaaS markets in the world to win (and is just getting started)!
How to Conduct Plan-O-Gram (POG) ReviewJoan Braatz
A merchant's guide to preparing to present a POG change to senior leadership. Who should help with data reports and preparation. What illustrations are needed from space planning. Outline of agenda to present Proposed POG to senior leadership.
Mech/ Merchandise /Revenue/Gross Profit/Margin/Dollars/Data/Ecommerce/Omnichannel/Retail
From Ads to Warehouses to Doorsteps: Unlocking End-to-End Success on AmazonTinuiti
In this webinar, we partnered with Amazon sales analytics platform, Jungle Scout, to unpack how to rethink your KPIs on Amazon, the impact of operations on advertising, and how to win with an integrated approach.
Marketing automation software or strategy webinarMarketo
“Marketing Automation is no longer an optional solution but … essential to assure business success.”Nucleus Research: “Marketing Automation Drives Business Success” 2019
Our Sales Enablement Plan Playbook is a planning methodology that highlights our premium tool-kit of tools & templates to help you develop a sales enablement plan that increases your win-rate, deal-size and % reps attaining quota.
Managing Digital Marketing in 2015
Best practices for integrating digital technology,
marketing and advertising to fuel business growth
Author: Dr Dave Chaffey
Research in collaboration with TFM&A 2015
Published: January 2015
More and more, brands are realizing the power of integrating tactics like events and digital campaigns into a larger effort to build the long-term relationships with their customers that help them reach their overall marketing goals.
However, budget, influenced by emotion, is all too often the primary factor in deciding how and when to employ these valuable marketing assets.
Enter portfolio planning: a strategic approach that allows companies to make informed decisions on the right number, type, frequency, and cadence of tactics needed to generate an optimal experiential marketing mix. In essence, “brand experience media planning”.
In the latest Jack POV, learn the 6 principles of portfolio planning and how you can incorporate a strategic approach to better engage your customers.
As always, let me know if you’d like to learn more about how brand experience media planning can help your business.
Find out more at jackmorton.com.
Driving Marketing Automation Success Across the Enterprise: Marketing StrategyMarketo
Looking to build the business case for launching a marketing automation solution at your enterprise organization?
Join Marketo to hear best practices for building a business case and marketing strategy to ensure you get documented buy-in from all stakeholders. As with any new process or system, everyone’s goals must be aligned in order to be successful.
Attend to learn how to:
-Build a business case to identify your strategies and objectives
-Quantify the potential benefits of your marketing automation solution
-Justify the improvements you are predicting
4-Step Marketing Formula to Startup Success - Pure Design SolutionPure Design Solution
Are you prepared to get a free access to the formula that will kickstart your business’s marketing and skyrocket your startup? These 4 Step marketing formula to startup success.
"Marketing Analytics - Definitive Guide to Marketing Metrics via Marketo
This guide will help you:
• What are the most important marketing metrics for me to use?
• How can I measure my various marketing programs’ impact on revenue and profit?
• How can I best communicate marketing results with my executive team and board?
• Which personnel, procedural, and cultural changes need to occur within my organization so I can implement marketing measurement?
• And many more…
The bottom line of any business is the top line: revenue and faster growth!"
The Secret to Building a Sales Enablement PowerhouseMindTickle
Alex from Procore and Marc from MindTickle explore:
State of the industry
Need for Sales Enablement
Sales Enablement and Sales Readiness at Procore
Best-in-class framework for Sales Readiness
Webinar: Make Benchmarks an Actionable Part of Your Marketing PlanAllocadia Software
On-Demand Webinar Link: https://content.allocadia.com/webinars/make-benchmarks-an-actionable-part-of-your-marketing-plan
Join Allocadia for a live webinar on July 26th at 11am PT / 2pm ET when Kathleen Schaub, Program Vice President of the CMO Advisory & Customer Experience at IDC, will share how using benchmarks in planning can help maximize the efficiency of marketing budgets.
Marketing teams often have several sources of benchmark data to use for planning – but struggle with how to make this data actionable, diminishing the impact that benchmarking can have. Data from previous years' budgets and performance, along with external data from peers, all have their uses. The secret is in applying the right benchmarks for the right purpose at the right time.
In this webinar we will discuss:
- Which benchmarks are appropriate to use for planning purposes
- How you should use benchmarks at different stages of the planning process
- Key areas to benchmark
- How data quality affects results
Don't miss this opportunity to discover the path to actionable planning data!
Webinar: Uncovering the Most Useful Metrics for Planning SeasonAllocadia Software
Watch the webinar here: https://content.allocadia.com/webinars/uncovering-the-most-useful-metrics-for-planning-season
It seems like every year, once the chaos of your marketing planning process is over, you look back and think to yourself, "next year, I'll be more prepared for this!" Yet when the next year rolls around, planning season sneaks up and becomes just as troublesome once again.
With FY19 planning season knocking on your door, now is your chance to break this vicious cycle. But where should you start?
By examining the metrics that will guide marketing as to where to invest their resources in the coming year.
Ken Evans, Senior Director, Marketing Operations at Fuze shares how he wrangles the right metrics to make sure planning season is a success.
We’ll answer these questions:
- What metrics should I use during planning season and why?
- Who within marketing (and beyond) cares about these metrics?
- What technologies does Ken use to collect these metrics?
Webinar: How Box Doubled Marketing ROI Without Increasing BudgetAllocadia Software
Live recording: https://content.allocadia.com/webinars/how-box-doubled-marketing-roi-without-increasing-budget
Hear Tim West, Sr Manager, Marketing Operations at Box share how his marketing organization used Allocadia, Salesforce and Tableau to:
- Create an account based attribution model
- Directly associate spend to pipeline via Allocadia
- Use ROI analysis and identify the most efficient and effective tactics
It’s time to put aside arguments about ‘credit’ and focus on doubling down on what actually works!
Webinar: How Marketing Ops Can Maximize Event ROI (w/ Integrate)Allocadia Software
Events are a massive part of a marketing plan - they take considerable time, money and people to execute and successfully drive pipeline and revenue. But have you asked yourself, what can I do differently in the lead up to an event that will directly impact results? Or what are my MOps peers doing pre and post event that drives better results than I?
In this 30-minute peer exchange, we shared:
- How to build an event revenue program in conjunction with Sales
- The three critical things MOps pros do pre-event that directly impact pipeline revenue (trust us, these are not obvious!)
- The tools and processes that can boost your efficiency and ensure better post-event results
View recording here: https://content.allocadia.com/webinars/how-marketing-ops-can-maximize-event-roi
Allocadia Webinar - 4 Marketing Planning Strategies From The Best Global Orga...Allocadia Software
What’s the #1 thing that determines your success as a marketing organization, quarter after quarter, year after year? It’s the strength of your marketing plans and how well you execute them.
Indeed, effective marketing planning is a must-have for all high-performing teams.
However, too many orgs struggle to rally around a single planning process. For them, planning is disjointed and chaotic. As a result, their marketing execution can seem constantly behind the eight-ball: reactive, rather than proactive.
We spoke to a group of high-performance marketing leaders and analysts to uncover four of the most effective and practical ways they’ve evolved planning at their organizations.
We’ll dive into each one:
- Aligning marketing plans with company-wide strategy;
- Making practical use of analyst frameworks;
- Combining top-down with bottoms-up planning; and
- Achieving harmony with the finance department.
If you’re a marketing leader looking to build sound planning practices that give rise to functional, measurable plans that can truly drive revenue, this webinar is for you.
Also check out our webinar here: https://content.allocadia.com/webinars/4-marketing-planning-strategies-from-the-best-global-organizations
How to Accelerate Marketing Performance Through More Effective Budgeting and ...Allocadia Software
Symantec and Change Healthcare are experts in optimizing marketing budget to impact top line.
Hear firsthand their recipe for success and gain practical tips for driving organizational revenue whilst saving marketing time and money.
Join Oracle’s David Johnson and Allocadia’s Jeff Epstein on October 5th for a panel discussion with Symantec and Change Healthcare about the struggles they faced improving their marketing performance and how they have now upped their marketing game by:
- Saving critical time and improving internal efficiency during business planning season
- Building marketing plans and budgets that are aligned and measurable against corporate objectives
- Creating internal synchronization to streamline
- Making smart marketing decisions based on intelligent insights
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
Advancing Through the 5 Stages of Marketing Performance Webinar w/ Matt HeinzAllocadia Software
This webinar helps you to come away with a clear picture of where your organization stands on Allocadia’s Marketing Performance Maturity Model and gain practical advice for advancing up the 5 stages of marketing performance.
You'll also learn:
- The inputs and steps needed to create a high performing marketing organization
- Advice on improving and advancing through each stage of the maturity model
- Which areas of improvement to focus on as you head into 2017 planning season
To watch the webinar on demand visit: http://resources.allocadia.com/5-stages-in-marketing-performance-heinz-webinar.html
Allocadia Webinar - Creating the Foundation for ABM (feat. Engagio) Allocadia Software
The Account-Based Marketing (ABM) movement is in full force — and for good reason. Marketers are seeing the value in becoming more targeted, more personal and better aligned with sales. The momentum in the category is real, but many organizations are still just getting started with ABM.
To create a high performing Account-Based Marketing organization, marketers must first build a strong foundation. They must start with planning, investment choices and impact measurements — and they must understand how these categories change as their organization moves to ABM.
In this webinar, Engagio’s Jon Miller and Allocadia’s Sam Melnick will discuss why marketers must start with these core elements of an ABM strategy or otherwise risk failure. Some key questions that will be answered:
- How can I incorporate ABM into my strategic marketing plan?
- What changes do I need to make to my marketing mix when I invest in ABM?
- How do I prove the impact of ABM on Marketing Performance?
This webinar should be attended by marketers who are already utilizing, in the midst of planning for, or just starting to consider Account-Based Marketing.
Join us in the third webinar in our “Run Marketing” Series, designed to enable marketers to Run Marketing with confidence and drive business impact.
Money & Metrics: Bridging marketing finances with campaign dataAllocadia Software
As an organization using Oracle Marketing Cloud, you're accustomed to having all your marketing campaigns and programs in one place, fully measurable, and integrated with other systems. You're automating campaigns, building advanced workflows, and tracking metrics.
But what about the "I" in ROI -- the investment side of things?
How are you managing your marketing spend, plans and budgets? Are your budgets, plans and actuals linked with everything you're doing in OMC? The financial side of marketing is often the one piece of the marketing puzzle that's not yet connected to the bigger picture.
See more at: http://learn.allocadia.com/webinar-money-and-metrics/#sthash.F07OyXOQ.dpuf
The ROI Dilemma: Aligning Marketing Priorities with Measurable PerformanceAllocadia Software
Despite steady advances in marketing execution and measurement technologies, B2B marketing leaders still struggle to measure marketing’s impact on the business. In this webinar, SiriusDecisions Research Director Ross Graber & Allocadia CMO James Thomas look at the current state of B2B marketing measurement and share guidance on how successful organizations align their business objectives with measurable marketing impact.
Join us to hear SiriusDecisions' research-based recommendations for how to:
- Establish a meaningful view of marketing’s contribution to revenue
- Develop measurement priorities, and align those priorities with marketing investments
- Structure a system of measurement that effectively demonstrates results.
What do top-performing marketing teams do differently from the rest of the pack?
This presentation for marketing leaders shares:
- Essential characteristics that define marketing organizations who have “cracked the code” to become best-in-class
- How to overcome a challenge every marketer faces: quantifying marketing’s contribution to revenue
- The three types of marketing professionals on your team, and what it takes to lead and motivate each of them
- How to make marketing more relevant to the C-Suite
Tactical to Transformational: The Evolution of Marketing OperationsAllocadia Software
How the Marketing Operations function can lead transformational change across the organization.
While some Marketing Operations teams are operating at a tactical level, often disconnected from marketing leadership, best-in-class organizations are empowering their marketing operations teams to drive transformational change in the way marketing aligns with the product and sales.
With the increasingly essential role of planning, measuring and reporting marketing’s contribution to the corporate bottom line, marketing operations is uniquely positioned to enable better alignment, efficiency and transformation across marketing, sales and product organizations.
What you'll learn:
1. The evolving role of marketing operations in strategy, infrastructure, enablement and accountability
2. How to align marketing strategy and investments to business goals and revenue performance
3. An overview of key financial planning perspectives that provide the basis for aligned measurement and performance
LF Energy Webinar: Electrical Grid Modelling and Simulation Through PowSyBl -...DanBrown980551
Do you want to learn how to model and simulate an electrical network from scratch in under an hour?
Then welcome to this PowSyBl workshop, hosted by Rte, the French Transmission System Operator (TSO)!
During the webinar, you will discover the PowSyBl ecosystem as well as handle and study an electrical network through an interactive Python notebook.
PowSyBl is an open source project hosted by LF Energy, which offers a comprehensive set of features for electrical grid modelling and simulation. Among other advanced features, PowSyBl provides:
- A fully editable and extendable library for grid component modelling;
- Visualization tools to display your network;
- Grid simulation tools, such as power flows, security analyses (with or without remedial actions) and sensitivity analyses;
The framework is mostly written in Java, with a Python binding so that Python developers can access PowSyBl functionalities as well.
What you will learn during the webinar:
- For beginners: discover PowSyBl's functionalities through a quick general presentation and the notebook, without needing any expert coding skills;
- For advanced developers: master the skills to efficiently apply PowSyBl functionalities to your real-world scenarios.
Securing your Kubernetes cluster_ a step-by-step guide to success !KatiaHIMEUR1
Today, after several years of existence, an extremely active community and an ultra-dynamic ecosystem, Kubernetes has established itself as the de facto standard in container orchestration. Thanks to a wide range of managed services, it has never been so easy to set up a ready-to-use Kubernetes cluster.
However, this ease of use means that the subject of security in Kubernetes is often left for later, or even neglected. This exposes companies to significant risks.
In this talk, I'll show you step-by-step how to secure your Kubernetes cluster for greater peace of mind and reliability.
Full-RAG: A modern architecture for hyper-personalizationZilliz
Mike Del Balso, CEO & Co-Founder at Tecton, presents "Full RAG," a novel approach to AI recommendation systems, aiming to push beyond the limitations of traditional models through a deep integration of contextual insights and real-time data, leveraging the Retrieval-Augmented Generation architecture. This talk will outline Full RAG's potential to significantly enhance personalization, address engineering challenges such as data management and model training, and introduce data enrichment with reranking as a key solution. Attendees will gain crucial insights into the importance of hyperpersonalization in AI, the capabilities of Full RAG for advanced personalization, and strategies for managing complex data integrations for deploying cutting-edge AI solutions.
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Goodbye Windows 11: Make Way for Nitrux Linux 3.5.0!SOFTTECHHUB
As the digital landscape continually evolves, operating systems play a critical role in shaping user experiences and productivity. The launch of Nitrux Linux 3.5.0 marks a significant milestone, offering a robust alternative to traditional systems such as Windows 11. This article delves into the essence of Nitrux Linux 3.5.0, exploring its unique features, advantages, and how it stands as a compelling choice for both casual users and tech enthusiasts.
Why You Should Replace Windows 11 with Nitrux Linux 3.5.0 for enhanced perfor...SOFTTECHHUB
The choice of an operating system plays a pivotal role in shaping our computing experience. For decades, Microsoft's Windows has dominated the market, offering a familiar and widely adopted platform for personal and professional use. However, as technological advancements continue to push the boundaries of innovation, alternative operating systems have emerged, challenging the status quo and offering users a fresh perspective on computing.
One such alternative that has garnered significant attention and acclaim is Nitrux Linux 3.5.0, a sleek, powerful, and user-friendly Linux distribution that promises to redefine the way we interact with our devices. With its focus on performance, security, and customization, Nitrux Linux presents a compelling case for those seeking to break free from the constraints of proprietary software and embrace the freedom and flexibility of open-source computing.
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Essentials of Automations: The Art of Triggers and Actions in FMESafe Software
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We’ll kick things off by showcasing the most commonly used event-based triggers, introducing you to various automation workflows like manual triggers, schedules, directory watchers, and more. Plus, see how these elements play out in real scenarios.
Whether you’re tweaking your current setup or building from the ground up, this session will arm you with the tools and insights needed to transform your FME usage into a powerhouse of productivity. Join us to discover effective strategies that simplify complex processes, enhancing your productivity and transforming your data management practices with FME. Let’s turn complexity into clarity and make your workspaces work wonders!
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How to Get CNIC Information System with Paksim Ga.pptxdanishmna97
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UiPath Test Automation using UiPath Test Suite series, part 6DianaGray10
Welcome to UiPath Test Automation using UiPath Test Suite series part 6. In this session, we will cover Test Automation with generative AI and Open AI.
UiPath Test Automation with generative AI and Open AI webinar offers an in-depth exploration of leveraging cutting-edge technologies for test automation within the UiPath platform. Attendees will delve into the integration of generative AI, a test automation solution, with Open AI advanced natural language processing capabilities.
Throughout the session, participants will discover how this synergy empowers testers to automate repetitive tasks, enhance testing accuracy, and expedite the software testing life cycle. Topics covered include the seamless integration process, practical use cases, and the benefits of harnessing AI-driven automation for UiPath testing initiatives. By attending this webinar, testers, and automation professionals can gain valuable insights into harnessing the power of AI to optimize their test automation workflows within the UiPath ecosystem, ultimately driving efficiency and quality in software development processes.
What will you get from this session?
1. Insights into integrating generative AI.
2. Understanding how this integration enhances test automation within the UiPath platform
3. Practical demonstrations
4. Exploration of real-world use cases illustrating the benefits of AI-driven test automation for UiPath
Topics covered:
What is generative AI
Test Automation with generative AI and Open AI.
UiPath integration with generative AI
Speaker:
Deepak Rai, Automation Practice Lead, Boundaryless Group and UiPath MVP
Encryption in Microsoft 365 - ExpertsLive Netherlands 2024Albert Hoitingh
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3. Agenda
1. 5 Best Practices in
Modern Marketing Planning
2. Marketing Planning in
Allocadia
3. Q&A
Housekeeping
Engage with us!
Ask a question or post
a comment in the
chat panel. We’ll
answer questions in
the Q&A at the end.
Technical difficulties?
Chat with our
operator for
assistance.
Join us live on | @marksmithvr @jthomas_44 #planningmpm @allocadia
4. Marketing Planning
Frequency
How frequently do you
revise your marketing
plan?
Ventana Research Benchmark Research 2014
Join us live on | @marksmithvr @jthomas_44 #planningmpm @allocadia
• Annually (9%)
• Semi-annually (14%)
• Quarterly (34%)
• Monthly (12%)
• Weekly (5%)
• Daily (1%)
• As Needed (17%)
15. Marketing Planning
Tools/Software
How well do your tools
or software for
marketing planning
enable you to optimize
marketing spend?
• Very Well (7%)
• Well (22%)
• Adequately (24%)
• Poorly (22%)
• Don't Know (24%)
Ventana Research Benchmark Research 2014
Join us live on | @marksmithvr @jthomas_44 #planningmpm @allocadia
16. How Modern Marketers Plan in Allocadia
Join us live on | @marksmithvr @jthomas_44 #planningmpm @allocadia
17. Marketing Performance For All Marketers
Cloud marketing software for planning, budgeting,
and analysis for revenue-driven marketing teams
CMO and Executives
Real time visibility & analytics
into every aspect of the
organizations marketing
performance and contribution to
company revenue
Marketing program ROI across
objectives, programs, teams,
and segments
Marketing Operations
Easily unify marketing
investments with strategy and
programs, so they can optimize
marketing performance
Global alignment across teams,
programs, audiences
Field, Trade and
Corporate Marketing
Easy to use, spreadsheet-free
way to manage marketing
plans, budgets, investments,
and returns
Optimize and reallocate spend
to high value programs
Join us live on | @marksmithvr @jthomas_44 #planningmpm @allocadia
19. How modern marketers plan in Allocadia
Scenario Planning
Plan with scenarios to act
agilely across the
organization as your
budgets change
throughout the year.
Strategic Insights
Align your top-down
strategic targets against
bottoms-up marketing plans,
empowering all marketers to
plan strategically.
Revenue Impact
Plan your marketing
programs to align with
revenue targets, achieving
a more predictive view of
performance.
Join us live on | @marksmithvr @jthomas_44 #planningmpm @allocadia
24. 1) Strategic Data
2) Strategic Alignment
Strategic Insights: Analytics View
Plan your spend strategically against objectives,
product lines, target audiences and campaign.
28. Summary
• To achieve planning excellence, modern
marketing organizations should able to:
• Judge the effectiveness of their spend and
its impact on sales and business results
• Have visibility across their investments (ie.
demand vs. awareness)
• Justify how their planned spend is aligned
directly to business objectives
Join us live on | @marksmithvr @jthomas_44 #planningmpm @allocadia
29. James Thomas
CMO
Allocadia
@jthomas_44
Mark Smith
Chief Research Officer
Ventana Research
@marksmithvr
Connect with us
Join us live on | @marksmithvr @jthomas_44 #planningmpm @allocadia
1. Get a copy of Strategic Planning
for Modern Marketers, a research
perspective by Ventana Research
2. Read the eBook: The Gold Medal
Playbook of Marketing Planning
3. Get a demo of Allocadia
Thanks for joining!
Editor's Notes
James to introduce call
James to run through agenda
Money & Metrics discussion: what’s working, what’s not
How Eloqua users can understand ROI using Allocadia
Questions
Five Best Practices in Modern Marketing Planning to Achieve Your Objectives
Marketing is notorious for developing their plans in isolation. With increasing pressure to deliver business value, great marketing teams are laser focused on aligning their activities to corporate objectives and revenue targets.
In this webinar, we'll show you how best-run modern marketing organizations are able to align targets and drive growth while managing budgets within a few percent of target, and answer key questions like:
How are we planning our activities against our target? How can we ensure our marketing campaigns, programs and tactics are aligned with revenue growth?
5 best practices in marketing planning used by best-in-class enterprise organizations
How you can build marketing plans aligned to business objectives and global campaign initiatives
How you can measure the impact of marketing investments, and reallocate spend to high performing programs (including what-if scenario plans to determine investment priorities)
Marketing departments are under pressure to justify their spending in terms of value delivered to the business overall. Thus marketing plans must demonstrate that their planned activities align with strategic goals and contribute to attainment of sales and revenue goals and that their planned expenses are worthwhile and justified. To do so requires complete, accurate and timely data that can be analyzed to produce metrics that show this contribution and track marketing performance. It also requires flexible software that has capabilities to support these efforts. Improving marketing planning processes, involving all stakeholders and giving them information and tools to understand it should be priorities for today’s marketing teams.
As competition increases and customer preferences change, the pressure on marketing departments intensifies.
Marketing must modernize with the times. It must continue to adjust its efforts to changing markets, but the pace of change in those markets is accelerating.
New technologies such as search engine optimization and social media, added to new communication channels that influence customer behavior, create challenges as marketing professionals struggle to adapt their approaches to these shifts.
In an increasingly online world where customers can jump instantly from one company to another and do so at any time of day in any location, Marketing must find ways to catch and hold their attention.
Marketers are dissatisfied with their department’s ability to plan, yet planning to align with strategic goals is now an essential activity for Marketing.
Fewer than half (48%) of organizations participating in our recently completed benchmark research on next-generation business planning said they are satisfied with their organization’s current process of creating marketing plans. More than 40 percent said the marketing planning process is too slow, has too few skilled resources and lacks readily available data; more than one in three (36%) said their technology is inadequate.
Overall only 15 percent of research participants said they manage their marketing planning process very well.
Executive management expects marketing’s efforts to align with strategic goals and correlate directly to sales and revenue results, but it is a major challenge to connect marketing spend to its planning, execution and results.
Marketing business planning requires data with which to compare actual spend to the budget and to results. But many organizations lack complete information about their marketing and sales environments and activities; without it, developing plans and setting objectives is difficult.
Most marketing plans can’t compare actual spend information to the budget without time-consuming manual effort.
One-third (34%) of research participants admitted that the accuracy of their plans depends very much on having accurate and timely data from other parts of the organization.
For effective marketing, organizations must integrate data about sales, customers, operations, suppliers and accounting to develop a complete picture of activities. Only with such a picture can the organization improve the accuracy of the marketing plan.
Integrating data that results from marketing activities is essential to determine how fully goals have been achieved.
Organizations should build a single repository for all marketing-related information in which they can use analytics to measure the results of marketing efforts by integrating data from other systems and regularly updating it to track alignment between spending and execution.
According to our benchmark research, more than one-third (36%) of marketing organizations take 10 days or longer to review marketing spend vs. budgeted amounts, and nearly three-fourths (73%) take at least seven days.
Rather than being done once and remaining static thereafter, planning should be a continuous process to manage marketing performance to achieve objectives.
More than half (53%) of organizations in our research create a marketing plan annually or semiannually. More than one-fourth (28%) review it quarterly, and one-third (34%) revise it quarterly. We assert that greater frequency improves effectiveness in management. [CHART 1: Performing Marketing Planning] Others that perform these activities less often are likely to struggle in aligning marketing spend to the budget.
Marketing should be able to update plans when changes necessitate it, but the research finds that organizations have difficulty in developing such flexibility.
When major changes take place from the original plan, one-third, the largest percentage (34%), do a shorter revised plan, and only one in five (22%) do a complete revision.
In large measure that’s because most organizations use inadequate technology tools, primarily spreadsheets, for planning.
For example, in linking their plan to the budget, 38 percent consolidate individual spreadsheets manually, one-fourth (24%) link them on the server, and the same percentage paste information from systems and spreadsheets are into other systems and spreadsheets.
Two in five (39%) use a spreadsheet by itself for marketing planning, and one-fourth (25%) use spreadsheets in conjunction with another application; very few (5%) use a dedicated application.
Among those that use spreadsheets almost half (42%) admit that those tools make it difficult to manage the marketing planning process.
Few automated methods are available to determine the impact of budget on marketing and business. Most organizations copy and paste data into spreadsheets and manually update it.
To develop flexible, accurate marketing plans is a complex challenge that requires focus on all aspects of planning: people, process, information and technology. Toward that end we offer the following five suggestions for practices that if instituted can provide an advantage over competitors.
Align plans to business objectives – and keep them aligned.
Ensure that your plan links the department’s budget, spend and results information to its goals.
Only three out of 10 research participants said their marketing plan is relevant to how the company actually operates.
Plans won’t stay relevant on their own. Revisit them regularly; involve leaders in emphasizing the importance of keeping plans current.
Gaining alignment and ensuring plans are relevant requires communication across the team. In only about one in three (37%) organizations do executives and managers communicate the need to adapt the marketing plan to changes during the year.
Facilitate access to data to enable stakeholders to interact with the plan at any time.
Fewer than one in four (22%) organizations can drill down to details of the marketing plan during meetings; most (37%) require hours or one or two days afterward to perform this analysis, and one-third (34%) take a week or longer.
Use what-if scenarios to determine investment priorities.
Marketing planners need to work with complete, timely data to determine the best path forward for investments and to generate revenue.
Trade-off analysis and scenario planning are key tools for discovering the best opportunities and preparing to shift investment priorities if necessary.
When trying to assess potential trade-offs, fewer than one-third (30%) of organizations said they have all or most of the numbers needed to measure their impacts on the plan’s alignment to strategy. [CHART 2: Trade-Offs]
To efficiently measure trade-offs or create what-if scenarios, capable technology tools are essential.
Only three in 10 (29%) organizations said their current software can help users assess trade-offs well or very well; nearly as many (22%) said the software does this poorly.
Similarly, only 14 percent said they can explore every relevant scenario and examine their implications for the entire company. Most (42%) have limits on the number of scenarios and/or on their ability to understand their implications while one-fourth (26%) have limits on both aspects. Almost one-fifth (19%) do not explore what-if scenarios.
To utilize trade-off analysis and scenario planning fully for managing investments, adopt software that has these capabilities.
Use collaboration to establish and maintain Marketing’s alignment with other functions.
Innovative technology can support collaboration processes that will increase the flow of new ideas and approaches for marketing, but fewer than half (46%) of research participants said they collaborate effectively or very effectively in marketing planning.
To develop multifaceted plans that benefit the entire enterprise, make it easy for stakeholders in whatever role or location to contribute ideas and information to the process.
Our research finds that 85 percent of companies that collaborate effectively also manage planning well. Marketing should provide collaborative tools with which to discuss budgets, plans and results.
Adopt purpose-built technology that supports marketing planning processes and users.
As noted earlier, many organizations use spreadsheets for planning, but we find consistently that this technology is not adequate for complicated enterprise tasks involving many people.
Software designed specifically for marketing can enable agile planning that changes as conditions do.
A majority (55%) of those that use a dedicated planning application said they are able to explore all implications of scenarios.
Our research shows that more organizations are leaning in this direction. One-third (34%) have evaluated alternatives to their current software and have decided to implement one or are deciding on their next steps.
Planning applications now available have been designed for nontechnical business users, which can encourage adoption. Look for products that are easy to use and understand.
In our business planning research, usability is the technology and vendor selection criterion most participants (63%) said is very important.
Another next-generation technology that facilitates marketing planning is cloud computing, which does not require costly upfront licenses and in-house maintenance.
More research participants (36%) now prefer cloud-based software as a service to access marketing planning applications and tools than prefer to have it on-premises (33%).
Evaluate the tool your organization now uses for marketing planning and compare its capabilities and usability to those of dedicated software.
Our research consistently finds that organizations that use dedicated software complete planning faster and gain better results than those that use other tools.
Measure the impact of current marketing investments to be able to optimize spending.
Executive management supports business units that spend effectively and can demonstrate cost-effective results. Take steps to be able to evaluate yours.
Well-designed software is able to compare a plan to actuals to quantify the impact of marketing spending on business results.
In our research nearly as many organizations said their software’s ability to measure revenue impact is poor (20%) as said it does so well or very well (27%). As regards optimizing marketing spend, more (27%) said the software does this poorly than said it does so well or very well (19%).
Evaluate potential marketing software investments on whether they will yield metrics that contribute to reaching your goals. To gain support for an investment, show that it can help produce quantifiable measures of marketing performance and its relevance to achievement of overall strategic goals.
Invest in a Modern Approach
In today’s fierce competition for customers and market share, marketing groups must be able to immediately judge the effectiveness of their spending and its impact on sales and business results.
In our research just 10 percent of organizations said they can accurately measure their marketing plan’s effect on the rest of the company; the largest percentage (45%) have only a general idea of the impact.
Marketing groups that plan routinely are more able to track alignment to goals than those plan sporadically. Frequent planning can ensure that necessary changes are made promptly.
Doing so requires appropriate processes and tools that for most is an investment.
Marketing organizations must take responsibility for the accuracy of their plans, but our research shows that many cannot assure this. Only 37 percent said their marketing plan are accurate or very accurate; most (48%) are only somewhat accurate. In addition only a slight majority (56%) measure the accuracy of their plans.
Even fewer (10%) can accurately measure their plan’s impact on the rest of the company.
Managing marketing effectively requires having applications that support its efforts, and planning is a key job. It’s never too soon to improve modernize Marketing and improve its contribution to the company’s competitiveness.
Implementing a dedicated tool for marketing planning can alleviate a number of issues that hinder productivity and reduce the department’s importance to the business. It can enable you to move beyond sporadic, partial reviews and manual tasks that waste time that could be used for core functions that add value to the business.
Targets:
"What are our investment goals by strategic objective?”(E.g. thought leadership in a new market vs sales enablement in an established one?)
“What are our investment goals by strategic initiative?”(E.g. global campaign A vs. B?)
Benefits: With strategic targets, marketing operations professionals can share marketing objectives with their marketing organization and empower them to be accountable to them.
Alignment:
"How do our plans align to strategic objectives?”
Benefits: With the strategic targets alignment module marketers can instantly understand how their plans align to corporate objectives. They can be more accountable by identifying any alignment issues and can make better decisions around their spend.
Scenarios can be layered on top of strategic investment alignment and revenue impact planner modules:
Investments: What is our marketing plan (our “plan B”) if more budget becomes available?
Strategic Alignment: What is our strategic distribution of spend if we decide to do a particular activity over another?
Revenue Impact: How can we readjust our marketing efforts to generate 10% revenue before year-end? Or if budget gets cut mid year how will this affect our ability to hit our revenue targets?
Scenarios can be layered on top of strategic investment alignment and revenue impact planner modules:
Investments: What is our marketing plan (our “plan B”) if more budget becomes available?
Strategic Alignment: What is our strategic distribution of spend if we decide to do a particular activity over another?
Revenue Impact: How can we readjust our marketing efforts to generate 10% revenue before year-end? Or if budget gets cut mid year how will this affect our ability to hit our revenue targets?
Targets:
"What are our investment goals by strategic objective?”(E.g. thought leadership in a new market vs sales enablement in an established one?)
“What are our investment goals by strategic initiative?”(E.g. global campaign A vs. B?)
Benefits: With strategic targets, marketing operations professionals can share marketing objectives with their marketing organization and empower them to be accountable to them.
Alignment:
"How do our plans align to strategic objectives?”
Benefits: With the strategic targets alignment module marketers can instantly understand how their plans align to corporate objectives. They can be more accountable by identifying any alignment issues and can make better decisions around their spend.
James to lead
Poll will show in ReadyTalk (Brittany to open/close)