This document discusses marketing performance management (MPM) and how The House of Marketing (THoM) approaches it. MPM involves measuring marketing performance through key performance indicators (KPIs) and return on marketing investment (RoMI). It ensures marketing efforts are aligned with business objectives and allows continuous learning. THoM's 4-step MPM methodology delivers operational, tactical and strategic benefits like higher efficiency, transparency, and organizational alignment.

1. Logo client
Marketing Performance Management (MPM)
Improving Commercial Efficiency
© The House of Marketing

2. – Draft –
Although RoMI(1) is a top buzzword in YMS(2) 2012,
it does not appear as a top challenge
However, other top challenges in the list indicate the need for RoMI
N = 436
(1): RoMI = Return on Marketing Investment
(2): Yearly Marketing Survey by The House of Marketing
Source: Yearly Marketing Survey by The House of Marketing
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3. – Draft –
Are marketeers scared of RoMI and MPM?
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4. – Draft –
Marketing Performance Management (MPM) is
about process, people and technology
How are people contributing to How is MPM embedded in the
performance? organization?
•Motivation & change PROCESS •Link with strategic business
management objectives
•Competence PEOPLE •Process mapping
development & •Roles & responsibilities
management
TECHNO-
LOGY
How can technology facilitate?
•Alignment with business objectives
•Set up and/or implement tools to create
insights from data
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5. – Draft –
Where does it often go wrong?
Major blocking issues can be linked to process, people and technology
1 Not 2 Too isolated
insightful Indicators should
2 reflect the
PROCESS Metrics should be
well-designed & business
PEOPLE attractive to objectives and be
deliver their targeted at a
message at a specific audience
4
glance
3
3 Too outdated 4 Too manual
1 Indicators should Collection &
be updated and delivery of data &
evolve through the insights should be
TECHNO- time with the automatic to
LOGY company ensure sustainable
and efficient
solution
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6. – Draft –
We tackle MPM issues in a 4 step process, as well
on strategic, tactic, as on operational level
Input Marketing scope
Business
1 2 3 4
objectives STRATEGIC Define
as defined marketing
in the strategy set & Set up
corporate or objectives measure
Translate Imple-
ment
BU strategy Set campaign objectives ment,
pro-
TACTIC
objectives/ into KPI’s measure
cesses,
marketing & set and
roles,
drivers targets learn
systems
and tools
TIONAL
OPERA-
Set action
objectives
Learning cycle
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7. – Draft –
THoM MPM methodology delivers operational, tactical
ánd strategical benefits
Operational and tactical benefits Strategical benefits
• Higher efficiency and effectiveness
of marketing (impact on cost ánd
revenues)
• Dashboard giving a clear view on
• Higher transparency &visibility of
tactical and operational
objectives
…leading to…
actions/issues
• Turns your marketing efforts into
• Continuous learning and tangible and measurable actions
improvement towards Sales & Management
• Organizational alignment and focus
• Doing more with less on the Business Objectives (as
defined on coporate or BU level)
• Learning organization that makes
decisions on hard facts
supplemented with experiential
intuition
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8. – Draft –
THoM Marketing Performance Mgmt Expertise
Pieter Lievyns
Mobile: +32 (0) 495 29 31 14
E-Mail: pieter.lievyns@thom.eu
The House of Marketing
Kardinaal Mercierplein, 2
B-2800 Mechelen
Belgium
Office +32 (0)15 444 000
Fax +32 (0)15 444 044
www.thehouseofmarketing.be
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