The document outlines key strategies for effective marketing planning, emphasizing the importance of aligning marketing plans with corporate objectives and integrating both top-down and bottom-up planning approaches. It introduces four best practices for marketing performance management (MPM) and discusses the necessary communication between marketing and finance to ensure success. Additionally, the document highlights the role of marketing organizations in lead generation and provides resources for attendees of the sponsored webinar.

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SPONSORED BY:
Marketing Planning Mastery:
4 Strategies From The Best Marketing
Organizations

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#SPS16Demand Gen Report: @DG_Report
Carol Krol: @carolkrol
Fuze: @fuze
Ken Evans: @DGMatters
Allocadia: @allocadia
Sam Melnick: @sammelnick

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Featured Speakers
Sam Melnick
Director, Customer &
Marketing Insights
Allocadia
@sammelnick
Ken Evans
Senior Director of
Marketing Operations
Fuze
@DGMatters
MODERATOR:
Carol Krol
Editor-in-Chief
Demand Gen Report

10. Everyone has a plan
'till they get punched in the mouth

11. Sam Melnick
Director,
Customer & Marketing Insights
@SamMelnick
Ken Evans
Senior Director,
Marketing Operations
@DGMatters

12. What We Will Cover Today
• Where Planning Fits in With Marketers Jobs
• The 4 Best Practice for Marketing Planning
1. Align marketing plans with company-wide strategy
2. Making practical use of analyst frameworks
3. Combine top-down with bottom-up planning
4. Achieve harmony with the finance department

13. Context.

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

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

16. What is Marketing Performance Management?
Planning Operating
Evaluating
MPM

17. MPM Category: Planning
• Corporate Marketing starts with a
top-down plan that supports
corporate goal.
• Marketers in the field build their
bottom-up plans and budgets.
• These planning activities meet in
the middle.
Planning
MPM

18. MPM Category: Operating
• At this point the plan has been set
• The different marketing teams
across the organization use the plan
as a roadmap while executing
• The CMO supports the field with
processes and technologies that
collect data, fine tune plans, and
reconcile results
Operating
MPM

19. MPM Category: Evaluating
• As execution occurs data is collected the
marketing department measures performance.
• This includes targeted and actual: Investments,
results, and ROI calculations.
• In-quarter or in-year evaluations allow
Marketing to adjust so they meet and beat their
targets.
• During planning season it gives Marketing the
insights to build a more effective and efficient
plan for the next quarter or year.
MPM
Evaluating

20. Let’s Talk Planning
Planning
MPM

21. 4 Planning Best Practices to Focus On
1. Align marketing plans with company-wide strategy
2. Make practical use of analyst frameworks
3. Combine top-down with bottom-up planning
4. Achieve harmony with the finance department

23. Marketing Planning Theory
ü Identify Process & the
Key Stakeholders
ü Start Early and
Communicate Often
ü Don’t Forget to “Launch”

24. Marketing Planning Reality
X Time Creep…It’s Already
November?!?!
X Corporate Budgets
Delivered With No Time
to React
X Department Planning
Goes Rogue…

25. Real Life Examples
Success Areas
Company objectives around:
• Growth
• Product Differentiation
• Customer Satisfaction
• Operational Efficiency

26. Your Take-Away
Keep your planning in-line with
Corporate Objectives.
If those aren’t clear, look to your
corporate vision, mission, or strategy.

28. Marketing Planning Theory
ü Choose a Framework that
Fits Your Org
ü Look Outside Your Org to
Avoid Bias
ü Benchmark!!!

29. Marketing Planning Reality
X Standardize & Stay True
X Frameworks are Good.
Project Managers are
Better
X Every Company is
Different, External Help
May Lack Context

30. Real Life Examples
Benchmarks: Focus on Efficiency
Goals
• Expense to Revenue
• Program to People
• Looking for Areas That Help Plan
for the Future

31. Your Take-Away
Have a template for Marketing Heads.
BUT FIRST. Assure they are all aligned
to Marketing priorities.

33. Marketing Planning Theory
ü Start with the C-Level or
VP-Level Vision
ü Then Bottom-Up Plans
From the Field
ü Communicate Often and
“Meet In the Middle”

34. Marketing Planning Reality
X Last Minute Budget Cuts
L
X Field is Easily Influenced
by Sales (or Channel)
X Lack of Alignment
Between Marketing &
Sales

35. Real Life Examples
Aligning to Corp Objectives
• Agreed on by Exec Team
• Marketing Priorities Set by the CMO
• Will Still “Allow” Some Unaligned
Field Activities

36. Your Take-Away
Bottom up plans are VERY important, and happen
naturally.
But…
Buy-in around the overall planning process &
Corporate Objectives is where you should start.

38. Marketing Planning Theory
ü Communicate in
Finance’s Language
ü Gain Trust Early & Often
ü Predictability is Your
(and Finance’s) Friend

39. Marketing Planning Reality
Ø Lots of Truth to These
Theories
X Marketing & Sales Has
Been a Focus…Finance,
Not as Much
X Weekly Meetings with
Finance. Or Else.

40. Real Life Examples
Rise Above Cost-Per Metrics
• Cost Per/MQL Wasn’t Good
Enough
• Needed to Focus on Customer
Acquisition Costs
• Partner with Finance (where
needed)

41. Your Take-Away
Find a Finance partner.
Seriously. Find one.
Candidates Include: The head of FP&A,
the CFO, or one of their Lieutenants.

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

44. Allocadia Helps Merge Both Jobs
Plan
Convert

45. Gain Control of Marketing Planning with
Allocadia
Request a demo:
Click Here!
Or
Sam.Melnick@Allocadia.com

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How Are We Doing?

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Q&A / Speakers
Sam Melnick
Director, Customer &
Marketing Insights
Allocadia
@sammelnick
Ken Evans
Senior Director of
Marketing Operations
Fuze
@DGMatters
MODERATOR:
Carol Krol
Editor-in-Chief
Demand Gen Report

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