Fifty Shades of Uncertainty: Tracking Global Marketing Budgets
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The document is a presentation about Marketo Financial Management, a budget management software. It discusses how marketers struggle to manage global marketing budgets across different sources and systems. The presentation demonstrates how Marketo Financial Management provides a centralized system to plan, track, and optimize marketing budgets and spending through features like budget planning, visual dashboards, automated data imports, and ROI reporting. It includes a customer case study and offers attendees a follow-up deep dive session on using the software for budgeting, planning and reporting.
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Fifty Shades of Uncertainty: Tracking Global Marketing Budgets
- 1. “Fifty Shades of Uncertainty: Tracking Global Marketing Budgets” will begin shortly. Plan a Successful Skydive 1. Get all of your questions answered before you jump 2. Choose the method for your jump 3. Pay attention 4. Land safely 5. Brag © 2012 Marketo, Inc. Marketo Proprietary and Confidential #RevEngine #mktomfm
- 2. © 2012 Marketo, Inc. Marketo Proprietary and Confidential #RevEngine Your Speakers Brian Glover Sr. Product Marketing Manager, Marketo Tracy Torres Sr. Solutions Consultant, Marketo
- 3. Agenda • Why tracking global marketing budgets is hard today • How to make it easier to • Plan, Execute and Optimize marketing spend • Marketo Financial Management Demo • The technicalities • Automated Import Process Explained • Q & A Page 3 © 2012 Marketo, Inc. Marketo Proprietary and Confidential #RevEngine
- 4. Marketers Struggle to Manage Budgets & Spend Page 4 © 2012 Marketo, Inc. Marketo Proprietary and Confidential #RevEngine
- 5. Marketers Struggle to Measure ROI & Optimize For most marketers… Page 5 © 2012 Marketo, Inc. Marketo Proprietary and Confidential #RevEngine It’s a data aggregation problem
- 6. What If You Could… 1) See where you’re going Page 6 © 2012 Marketo, Inc. Marketo Proprietary and Confidential #RevEngine 2) Make adjustments 3) Land on target
- 7. Marketo Financial Management Budget management software made for marketing teams that helps them manage spend better. Up-to-date view from a single, web-based source, so you can: Forecast Accurately Reallocate Budget Page 7 © 2012 Marketo, Inc. Marketo Proprietary and Confidential #RevEngine Spend to Plan
- 8. Marketo Financial Management Replaces tedious manual processes with a fully-featured yet intuitive approach to budget and spend tracking. Centralized Budgets & Roll Ups Page 8 © 2012 Marketo, Inc. Marketo Proprietary and Confidential #RevEngine Excel-like Budget Planning Visual Dashboards & Reports Multi-Currency Support Access & Collaboration Rights Import Finance Data
- 9. Marketo Financial Management Only Marketo connects your spend to financial data, strategic plans and marketing programs Invoices Marketing Goals Marketing Programs Spend Purchase Orders Page 9 © 2012 Marketo, Inc. Marketo Proprietary and Confidential #RevEngine Target Audience Regions
- 10. Customer Success – Enterprise Customer Success Challenges: Visibility into regional budgets Aggregating budget data across sources Time-consuming conversions, rework, invoice reconciliation, etc. Solution: Global standards for budget management Benefits Lowest total cost of ownership Fastest time-to-value Global adoption Timely monthly forecasting Page 10 © 2012 Marketo, Inc. Marketo Proprietary and Confidential #RevEngine The cloud company that enables mobile workstyles 260,000 companies use Citrix products Over 100 million users globally $2B+ in revenue
- 11. demo © 2012 Marketo, Inc. Marketo Proprietary and Confidential #RevEngine
- 12. The Cycle Target Budget Planned Spend Analyze Variance and Optimize Spend ROI Reporting Page 12 © 2012 Marketo, Inc. Marketo Proprietary and Confidential #RevEngine Forecast Campaign Reconciliation Execution
- 13. Demo Agenda Enter Target Budget Enter Activity Enter Forecast Reconcile Actuals Prove ROI I own 6 cost centers. Where do I enter the target budget for them? Where do I enter my activity, MRM details before budget allocation, and request budget approval? Contracts have been negotiated. Now I can I enter forecast. I want to see all actuals related to an activity. What is the cost per new name, per member and other program performance indicators. Cost Center Owner Budget Owner Budget Owner CC & Budget Owner CC & Budget Owner Page 13 © 2012 Marketo, Inc. Marketo Proprietary and Confidential #RevEngine
- 14. Demo Agenda Enter Target Budget Enter Activity Enter Forecast Reconcile Actuals Prove ROI Cost Center Owner Budget Owner Budget Owner CC & Budget Owner CC & Budget Owner System of record MRM entry form customizable One system to enter all data PO and Actuals import Closed-loop ROI reporting Page 14 © 2012 Marketo, Inc. Marketo Proprietary and Confidential #RevEngine
- 15. data process flow © 2012 Marketo, Inc. Marketo Proprietary and Confidential #RevEngine
- 16. Automated Import Process for Financial Data Actuals Export (csv or xls) Costs Other data source Secure FTP Page 16 © 2012 Marketo, Inc. Marketo Proprietary and Confidential #RevEngine Marketo Financial Management No APIs or heavy integrations required Low IT involvement Can import virtually any source data Each data source has it’s own data mapping rules
- 17. Customer Success – Enterprise Kristen Petersen Director of Marketing Operations Business Pain: Marketing spend visibility Forecast versus commit tracking Consolidating spreadsheets across regions Marketing/finance communication Solution: Budgeting, Planning and Forecasting Implementation: Go-live in <2 months Global leader in Application Delivery Page 17 © 2012 Marketo, Inc. Marketo Proprietary and Confidential #RevEngine Networking (ADN) 8 of the Fortune 10 companies 44 of the Fortune 50 companies $1B+ in revenue Customer Success “Marketing organizations need a system for budgets and operational data… We expect Marketo’s solution to help marketing improve budget oversight and simplify the relationship between marketing & finance.”
- 18. Summary • Budget management is a data aggregation and broken process challenge • Marketo Financial Management gives you a single system of record for your budget data and makes collaboration across teams and regions easy • Only Marketo supports the full budget management lifecycle: • Planning • Execution • Optimization Page 18 © 2012 Marketo, Inc. Marketo Proprietary and Confidential #RevEngine
- 19. Special Offer for Customers: Budgeting, Planning and Reporting Deep Dive 2hr Consulting Session Page 19 © 2012 Marketo, Inc. Marketo Proprietary and Confidential #RevEngine What an executive dashboard looks like and how to present it 5 Key business questions and answers for building credibility 5 Key reports for your library of best practices Be the driver for visibility and aggregation The must have reports for planning
- 20. Thank You! To accept the special offer, respond to our follow up email or contact your sales rep. Brian Glover, Sr. Product Marketing Manager bglover@marketo.com Tracy Torres, Sr. Solutions Consultant ttorres@marketo.com © 2012 Marketo, Inc. Marketo Proprietary and Confidential #RevEngine
Editor's Notes
- Marketers struggle to manage their budgets & spend And it’s no wonder why 89% of companies are tracking their budgets in massive spreadsheets on a shared network Customers frequently tell us: “I can’t track the spend on all of the marketing programs I have in flight” -you might have 100s of programs globally -and spending data changes too fast to keep a handle on it -that makes it a real challenge to keep the budget balanced “Getting spending updates across teams and regions is unreliable and hard to consolidate” -you have to corral people to get their updates into spreadsheets -you have to deal with version control issues, broken formulas and data entry mistakes -consolidating spreadsheets across regions is a nightmare “Finance is asking me questions I can’t answer about reconciling invoices and forecasting spend” -mapping finance’s view of of the world (invoices and purchase orders) to marketing’s view, which is about programs and campaigns, isn’t easy -and it’s hard to provide accurate forecasts when you don’t fully trust the data -you don’t want to risk your credibility with the finance team -so you spend a lot of time gathering, organizing, checking and double checking the data
- What if, for every budget period, you could -See where you’re going -Make adjustments with confidence to balance your budget -Land on target
- Marketo Financial Management is budget management software made for marketers that helps them manage spend better. It gives marketing teams an up-to-date view from a single, web-based source, so you can: -Forecast accurately -Find and reallocate budget (knowing the money is really “there”) -Spend to plan Marketo Financial Management saves marketers time, makes it easy to collaborate across teams and regions, and helps marketing and finance work together better.
- MFM capabilities include: Centralized Budget & Roll Ups -organize your marketing investments by team, brand or location -easily manage access rights -manage multi-currency budgeting environments -roll up plans, forecasts and actual totals Visual Dashboards & Reports -easily answer key marketing budget questions with out-of-the box dashboards -standard and configurable reports allow you to get value quickly and set up the reports you need for your process or on-the-fly reporting -full library of report visualizations with drill down capabilities Excel-like Financial Planning Functionality for Marketers -Familiar spreadsheet like interface for easy adoption -marketing budgeting scenarios – top-down or bottom-up planning -view quarterly or yearly totals -import/export capabilities Map investment plans to objectives & Marketo programs -map spend to marketing goals, allocate one spend to multiple goals -capture additional information like target audience or region -track additional information with custom fields by region Finance ERP System Data Import -intelligence rules-based import process brings actuals from finance systems into MFM -lightweight solution that does not require direct connection to ERP systems -works for all organizations regardless of the ERP system used -low IT involvement -quick time to benefit because you can reduce errors with manual entry and more quickly map your actuals to your plan Highly configurable to support YOUR process -custom calculations with formula engine -drag and drop layout editor -set monthly, quarterly or yearly marketing budgeting time frames -edit head names to reflect your own terminology
- Unlike other budget management solutions, MFM connects your spend and expenses to your financial data, strategic plans and marketing programs, So you can report on where spend is occurring, how it supports your marketing objectives and work together better with finance.