In this presentation, we teamed up with Allocadia, Origami Logic, Response Capture and revealed how to overcome the 4 key MPM challenges: 1. Justifying your Marketing investment plan and winning C-suite support 2. Equipping your team for execution success 3. Benchmarking best practices for the best results 4. Graduating from measuring tactical results to measuring true Marketing value.

1. Overcoming the
4 roadblocks to

2. Today’s Speakers
Jeff Chamberlain
Sr. Director, Product
Marketing
Sam Melnick
VP of Marketing
Pete Matthews
Marketing/ Sales
Operations
Laura Patterson
President & Founder

3. What is Marketing Performance Management?

4. Leading Industry Analysts are Helping to Define
Marketing Performance Management (MPM)
“If B2B marketing measurement represents
what a driver sees in a car’s rearview
mirror, then MPM serves as the headlights
and the steering wheel of the car itself that
improve both visibility and control for the
driver.”
-Vendor Landscape: New Technologies Make B2B
Marketing Performance Management A Reality
Allison Snow
Senior Analyst
“Marketing performance management (MPM)
encompasses the technologies and services for
solutions that support marketing’s ability to
gain access to insights, analyze data, make
predictions, and optimize marketing programs,
campaigns and resources…
…At the foundational level, MPM includes a data repository, BI tools and analytical
workbenches. At the strategic level, MPM provides role-based access to
information and KPIs through dashboards, visualization, point-and-click analysis,
modeling, simulation and optimization.”
Definition of Marketing
Performance Management

5. Why Marketing Performance Management Matters
CMO Turnover in 2016
Was at its Highest Level
in 4 Years
Russell Reynolds Associates: http://www.russellreynolds.com/insights/thought-leadership/marketing-moves-2016-q1-q2

6. Why Marketing Performance Management Matters
Forrester predicts 30% of
CMOs will lose their job in
2017
2017 Predictions: Dynamics That Will Shape The Future In The Age Of The Customer: https://go.forrester.com/wp-content/uploads/Forrester-2017-Predictions.pdf

7. Why Marketing Performance Management Matters
"CMOs now have to show that they
are impacting business growth
right from the outset, or they are
likely to be short-lived on the job."
The New CMO Reality: 'Grow Or Go’: https://www.forbes.com/sites/avidan/2016/12/07/the-new-cmo-reality-grow-or-go/#1b2bc48953d0

8. Where MPM Comes into Play
Marketing
Performance
Management
Marketing
Execution

9. Top 4 Roadblocks to Overcome!
1. Corporate Alignment
2. Process & Technologies
3. Best practices of monitoring &
measurement
4. Creating business impact & value

10. Corporate Alignment

11. Takeaways for Creating Corporate
Alignment
✓ Always tie goals and measurements to corporate objectives
✓ Alignment is a never ending job
✓ Don’t forget about Finance!

12. Processes & Technology Approach

13. Takeaways for Building a Processes
& Technology Approach
✓ The best technology solutions work on a process that is
proven
✓ Map out the way your customer buys &map sales process:
Then understand how they match
✓ Establish a 3-5 year process and technology roadmap strategy

14. Best Practices of Monitoring &
Measurement

15. Takeaways for Monitoring &
Measuring Marketing Results
✓ Don’t look for Technology to be a magic fix
✓ Make sure you have quality data before you automate
measurements
✓ Start with overall objectives, then move to the needs of
stakeholders and then finally process

16. Creating business impact & value

17. Takeaways for Creating Business
Impact & Value
✓ Align Marketing initiatives and investments to what matters to
the business
✓ Embrace data, processes, and tools to facilitate alignment and
agility
✓ Seek continuous improvement and benchmark against
industry best practices

18. The Great Big Guide to Marketing Performance
Management