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
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
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.
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.
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!
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
Revenue Ops: Our Proven Framework for Massive PipelineSales Hacker
What you'll learn:
- A proven framework to align & organize your revenue teams (sales, marketing & customer success)
- The “Ins & Outs” of Leandata’s & Outreach’s revenue operations
The Secret to Successful B2B Marketing: Revenue OperationsLeanData
Wondering how savvy marketers are generating pipeline these days? Wish Sales was following up on the demand you are creating? Learn how to accomplish this and more by establishing a revenue operations function at your organization.
Attend this work group to understand how Revenue Operations can propel your B2B marketing initiatives forward—whether whether they be account-based, inbound or both. We’ll outline how revenue operations can help drive scalable growth for all fall your go-to-market (GTM) motions, as well as leave you with a framework on how to get started.
We will cover how to:
- Implement the right GTM Marketing and Sales strategy (ABM, inbound, or both);
- Utilize revenue operations to make your marketing campaigns more successful;
- Unify company data so it is accessible and actionable by all; and
- Provide analytics and insights into what is working.
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
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
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.
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.
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!
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
Revenue Ops: Our Proven Framework for Massive PipelineSales Hacker
What you'll learn:
- A proven framework to align & organize your revenue teams (sales, marketing & customer success)
- The “Ins & Outs” of Leandata’s & Outreach’s revenue operations
The Secret to Successful B2B Marketing: Revenue OperationsLeanData
Wondering how savvy marketers are generating pipeline these days? Wish Sales was following up on the demand you are creating? Learn how to accomplish this and more by establishing a revenue operations function at your organization.
Attend this work group to understand how Revenue Operations can propel your B2B marketing initiatives forward—whether whether they be account-based, inbound or both. We’ll outline how revenue operations can help drive scalable growth for all fall your go-to-market (GTM) motions, as well as leave you with a framework on how to get started.
We will cover how to:
- Implement the right GTM Marketing and Sales strategy (ABM, inbound, or both);
- Utilize revenue operations to make your marketing campaigns more successful;
- Unify company data so it is accessible and actionable by all; and
- Provide analytics and insights into what is working.
The demands on a marketing organization
are rapidly changing.
The digital marketing era of today is complex and dynamic. There are
many channels that require investment and continuous attention. With
frictionless communication, trends happen faster and are shorter lived.
Without continuous attention, your digital presence decays rapidly.
Browsing through corporate websites, it is clear few companies have
adapted to effectively manage their digital marketing operations. Branding
and messaging are inconsistent, mobile device support is non-existent,
and aborted initiatives, such as corporate blogs and social pages, linger
as embarrassing reminders of poor follow-through. The problem is that
most organizations still see digital marketing as a series of projects: a web
redesign, setting up a blog, publishing a whitepaper. They can mobilize
resources to complete these projects, but cannot sustain the level of
effort necessary to keep a program going. And without that effort, these
marketing assets become liabilities.
If you want success in digital marketing, your
organization needs to operate like a publisher
by identifying high value audiences and
operationalizing processes to serve them.
This means delivering the right content in the right format and getting
irrelevant/outdated content out of the way. Known as marketing
operations, there is a field whose purpose is to keep content initiatives
performing after launch. Marketing operations encompasses a wide
array of skills and activities that stand in between the development of a
content asset and its consumption by an audience. This includes postproduction
for target channels, tagging for targeting, search engine
optimization, localization, instrumentation for analytics and performance
measurement.
Our previous whitepaper, Three First Steps for Operationalizing your
Content Marketing Strategy, introduced the concept of marketing
operations and recommended some preparatory steps to building a team.
This whitepaper will outline the details of how a marketing operations
group works.
Top10 Sales Transformation Keys to SuccessDSG Consulting
We’ve watched hundreds of B2B organizations succeed as well as fail at Sales Transformation. Sales Transformation cannot happen in organizations where leaders underestimate the level of change required or underinvest in Sales. Here’s our Top 10 list of how to get change management with Sales Enablement right.
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.
In this on-demand seminar HubSpot and BrainSell provide actionable tips to create a Smarketing (Sales + Marketing) approach to automating your business and revenue growth.
Qstream and Sales & Marketing Management Webinar: Next-Generation KPIs for th...QstreamInc
Given the evolution of B2B buying cycles, sales managers must continually acquire and adopt new skills to effectively lead, compete and win. Yet too often, when evaluating their team’s performance, sales managers focus exclusively on performance metrics such as quarterly bookings or quota achievement.
Of course, these are important—but they are also lagging indicators. If you have no deals closing today, the reality is that your team has been under-performing for months. So how can sales managers identify and measure the most critical leading indicators: the skills and behaviors required today to build sales success for tomorrow, and the long-term?
Qstream defines a new generation of sales performance indicators giving rise to the data-driven sales manager. We also share strategies that will enable forward-thinking managers to:
- Assess and strengthen the sales capabilities that matter most
- Validate and develop a profile of their top performers
- Use data to determine leadership priorities
- Leverage real-time analytics for more effective coaching and development
How to Build an Outbound Sales Strategy in 60 Days - Bastiaan Janmaat, CEO & ...SaaStock
Bastiaan Janmaat presented "How to Build an Outbound Sales Strategy in 60 Days" on the Operator Stage at SaaStock 2016 in Dublin on September 22nd 2016.
SaaStock is Europe’s Conference for B2B SaaS at RDS, Dublin Ireland in September 2017
Watch the Video Here: https://www.saastock.com/blog/view/how-to-build-an-outbound-sales-strategy-in-60-days
Dan Tyre talking about Sales Enablement at our virtual Solent HUG (HubSpot User Group) recently. It was great to see so many enthusiastic and engaged attendees at the webinar.
The feedback so far has been fantastic.
We look forward to inviting you to the next one in due course and we plan to run them at least quarterly.
Please visit our chapter and keep an eye on upcoming events:
https://bit.ly/39DyZN6
#SolentHUG
Best wishes
Sam (Solent HUG team).
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.
LTEN Qstream Webinar: The 3 C's of Successfully Linking Training to Business ...QstreamInc
For years, the Holy Grail of training has been the ability to go beyond information delivery and simple skills assessment to identify a direct, positive impact on business results. Sales managers in particular are frequent victims, frustrated by their inability to associate training investments to sales performance and new revenue acquisition.
The good news is that in the current era of Big Data, mobile and gamification, managers have powerful new options for monitoring and measuring learning transfer, making it possible for trainers and educators to document with increasing precision what sales teams really know, and then make that data available and actionable for managers.
Join LTEN and Qstream for this interactive webinar reviewing how to apply predictive analytics to training outcomes, helping teams connect the dots between sales metrics such as engagement, performance and content proficiency to actual business results.
Attendees of this webcast will discover the 3 C’s of successfully transforming real-time data from your training program into executive insights that managers love, including:
• Coaching,
• Confidence, and
• Correlation to sales performance.
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.
For CMOs and marketing leaders, it takes more than just an ad gone viral, the ‘event of the year,’ or that brilliant competitive campaign to delight the C-Suite. To truly entertain them, you have to give them what they want and care about.
In this webinar, you'll learn how you can:
- Drive better marketing efficiency
- Align marketing values with business values
- Be the champion advocating better marketing performance at your organization
SiriusDecisions Sales Enablement Market and Trends Survey RevealedSAVO
This presentation unveils SiriusDecisions’ recent sales enablement survey results, including trends and best practices to keep in mind as you look to improve sales productivity in 2014 and beyond.
A plan for new sales leaders. What to do in their first 75 days in their new position? An easy step by step guide. The first 25 days is to understand the current state of the sales team, next 25 days is about developing a GTM strategy followed by the next 25 days of implementation.
7 Methods to Get your Sales and Marketing Teams Aligned InfographicInsideView
Learn what separates leaders from laggards. Then discover 7 best practices these leading B2B businesses follow to achieve sales and marketing alignment.
OpsStars NY Keynote | Emergence of Revenue OperationsLeanData
Dana Therrien, Practice Leader, Sales Operations Strategies SiriusDecisions
Senior business leaders who wish to drive revenue and growth must prioritize close alignment between sales and marketing. However, siloed processes, data and even technology can hamper growth efforts – while priorities, budgets and senior personalities often remain in conflict.
To drive common process adoption, some companies are championing a change that introduces the notion of Revenue Operations. Although the term has various interpretations and applications, Revenue Operations brings the operational work of sales, marketing and customer success together under one roof. Revenue Operations is about taking a more holistic, end-to-end approach to managing operations across an organization. However, such an organizational change has considerable implications for both marketing and sales operations functions.
In this session, Dana will share:
Common issues driving the trend toward organizational integration
An analysis of the related benefits and challenges such an organizational shift can bring
Perspectives from a broad range of your peers in both sales and marketing operations
The demands on a marketing organization
are rapidly changing.
The digital marketing era of today is complex and dynamic. There are
many channels that require investment and continuous attention. With
frictionless communication, trends happen faster and are shorter lived.
Without continuous attention, your digital presence decays rapidly.
Browsing through corporate websites, it is clear few companies have
adapted to effectively manage their digital marketing operations. Branding
and messaging are inconsistent, mobile device support is non-existent,
and aborted initiatives, such as corporate blogs and social pages, linger
as embarrassing reminders of poor follow-through. The problem is that
most organizations still see digital marketing as a series of projects: a web
redesign, setting up a blog, publishing a whitepaper. They can mobilize
resources to complete these projects, but cannot sustain the level of
effort necessary to keep a program going. And without that effort, these
marketing assets become liabilities.
If you want success in digital marketing, your
organization needs to operate like a publisher
by identifying high value audiences and
operationalizing processes to serve them.
This means delivering the right content in the right format and getting
irrelevant/outdated content out of the way. Known as marketing
operations, there is a field whose purpose is to keep content initiatives
performing after launch. Marketing operations encompasses a wide
array of skills and activities that stand in between the development of a
content asset and its consumption by an audience. This includes postproduction
for target channels, tagging for targeting, search engine
optimization, localization, instrumentation for analytics and performance
measurement.
Our previous whitepaper, Three First Steps for Operationalizing your
Content Marketing Strategy, introduced the concept of marketing
operations and recommended some preparatory steps to building a team.
This whitepaper will outline the details of how a marketing operations
group works.
Top10 Sales Transformation Keys to SuccessDSG Consulting
We’ve watched hundreds of B2B organizations succeed as well as fail at Sales Transformation. Sales Transformation cannot happen in organizations where leaders underestimate the level of change required or underinvest in Sales. Here’s our Top 10 list of how to get change management with Sales Enablement right.
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.
In this on-demand seminar HubSpot and BrainSell provide actionable tips to create a Smarketing (Sales + Marketing) approach to automating your business and revenue growth.
Qstream and Sales & Marketing Management Webinar: Next-Generation KPIs for th...QstreamInc
Given the evolution of B2B buying cycles, sales managers must continually acquire and adopt new skills to effectively lead, compete and win. Yet too often, when evaluating their team’s performance, sales managers focus exclusively on performance metrics such as quarterly bookings or quota achievement.
Of course, these are important—but they are also lagging indicators. If you have no deals closing today, the reality is that your team has been under-performing for months. So how can sales managers identify and measure the most critical leading indicators: the skills and behaviors required today to build sales success for tomorrow, and the long-term?
Qstream defines a new generation of sales performance indicators giving rise to the data-driven sales manager. We also share strategies that will enable forward-thinking managers to:
- Assess and strengthen the sales capabilities that matter most
- Validate and develop a profile of their top performers
- Use data to determine leadership priorities
- Leverage real-time analytics for more effective coaching and development
How to Build an Outbound Sales Strategy in 60 Days - Bastiaan Janmaat, CEO & ...SaaStock
Bastiaan Janmaat presented "How to Build an Outbound Sales Strategy in 60 Days" on the Operator Stage at SaaStock 2016 in Dublin on September 22nd 2016.
SaaStock is Europe’s Conference for B2B SaaS at RDS, Dublin Ireland in September 2017
Watch the Video Here: https://www.saastock.com/blog/view/how-to-build-an-outbound-sales-strategy-in-60-days
Dan Tyre talking about Sales Enablement at our virtual Solent HUG (HubSpot User Group) recently. It was great to see so many enthusiastic and engaged attendees at the webinar.
The feedback so far has been fantastic.
We look forward to inviting you to the next one in due course and we plan to run them at least quarterly.
Please visit our chapter and keep an eye on upcoming events:
https://bit.ly/39DyZN6
#SolentHUG
Best wishes
Sam (Solent HUG team).
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.
LTEN Qstream Webinar: The 3 C's of Successfully Linking Training to Business ...QstreamInc
For years, the Holy Grail of training has been the ability to go beyond information delivery and simple skills assessment to identify a direct, positive impact on business results. Sales managers in particular are frequent victims, frustrated by their inability to associate training investments to sales performance and new revenue acquisition.
The good news is that in the current era of Big Data, mobile and gamification, managers have powerful new options for monitoring and measuring learning transfer, making it possible for trainers and educators to document with increasing precision what sales teams really know, and then make that data available and actionable for managers.
Join LTEN and Qstream for this interactive webinar reviewing how to apply predictive analytics to training outcomes, helping teams connect the dots between sales metrics such as engagement, performance and content proficiency to actual business results.
Attendees of this webcast will discover the 3 C’s of successfully transforming real-time data from your training program into executive insights that managers love, including:
• Coaching,
• Confidence, and
• Correlation to sales performance.
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.
For CMOs and marketing leaders, it takes more than just an ad gone viral, the ‘event of the year,’ or that brilliant competitive campaign to delight the C-Suite. To truly entertain them, you have to give them what they want and care about.
In this webinar, you'll learn how you can:
- Drive better marketing efficiency
- Align marketing values with business values
- Be the champion advocating better marketing performance at your organization
SiriusDecisions Sales Enablement Market and Trends Survey RevealedSAVO
This presentation unveils SiriusDecisions’ recent sales enablement survey results, including trends and best practices to keep in mind as you look to improve sales productivity in 2014 and beyond.
A plan for new sales leaders. What to do in their first 75 days in their new position? An easy step by step guide. The first 25 days is to understand the current state of the sales team, next 25 days is about developing a GTM strategy followed by the next 25 days of implementation.
7 Methods to Get your Sales and Marketing Teams Aligned InfographicInsideView
Learn what separates leaders from laggards. Then discover 7 best practices these leading B2B businesses follow to achieve sales and marketing alignment.
OpsStars NY Keynote | Emergence of Revenue OperationsLeanData
Dana Therrien, Practice Leader, Sales Operations Strategies SiriusDecisions
Senior business leaders who wish to drive revenue and growth must prioritize close alignment between sales and marketing. However, siloed processes, data and even technology can hamper growth efforts – while priorities, budgets and senior personalities often remain in conflict.
To drive common process adoption, some companies are championing a change that introduces the notion of Revenue Operations. Although the term has various interpretations and applications, Revenue Operations brings the operational work of sales, marketing and customer success together under one roof. Revenue Operations is about taking a more holistic, end-to-end approach to managing operations across an organization. However, such an organizational change has considerable implications for both marketing and sales operations functions.
In this session, Dana will share:
Common issues driving the trend toward organizational integration
An analysis of the related benefits and challenges such an organizational shift can bring
Perspectives from a broad range of your peers in both sales and marketing operations
"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!"
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
Leeds Digital Festival: How to justify your marketing spend to your bossXpand Marketing
Research shows that many marketing managers and executives are frustrated with the constant budget restraints and pushback that they face when trying to plan their company's marketing.
Is this you? If so, we’re here to tell you that it doesn't have to be this way.
In this webinar, Danni and Fran will discuss the common concerns and priorities of bosses or upper management when it comes to marketing spend.
We'll also share some proven strategies for aligning marketing objectives with the overall business strategy, proving the ROI of your marketing efforts, and building strong relationships with your boss and stakeholders.
By the end of this webinar, you'll have the tools and knowledge you need to justify your marketing budget and get the resources you need to succeed.
Measuring the Effectiveness of B2B MarketingHileman Group
Measuring the business impact of digital marketing efforts continues to be one of the biggest struggles in B2B. Learning how to effectively measure these campaigns will help ensure the success of your team and organization. View this presentation to learn how to integrate data, measure ROI and more in order to improve your B2B marketing efforts.
Download the PDF: https://www.demandmetric.com/content/digital-marketing-best-practices-report
It has been said that “All Marketing is Digital Marketing.” And with good reason! In the last decade (or less), the marketing environment has been transformed.
Marketing has moved from an environment in which traditional marketing, brick and mortar storefronts and Digital Marketing options all competed for the time, attention and resources of the marketing department to one in which Digital Marketing reigns supreme – with an occasional nod in the direction of the storefront, or traditional marketing (direct mail, print advertising, etc.)
One of the biggest challenges of Digital Marketing is the speed of which it has taken over the marketing organization, often in an ad hoc, uncoordinated fashion.
Demand Metric’s research has consistently shown that Digital Marketing has a very significant and positive impact on the organizations that are employing it when they do so by following best practices and processes in a coordinated, holistic approach.
In this Best Practices Report on Digital Marketing we will cover the Digital Marketing landscape in five distinct categories - Content Marketing, Social Media Marketing, Mobile Marketing, Video Marketing and Public Relations
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!
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
Quotient Marketing is an implementation-based management consulting firm targeted towards Marketing strategies and Sales management .
Quotient Marketing has developed an effective Business Intelligence solution and a distinct reengineering methodology, providing significant and measurable improvements in revenue growth, productivity, and asset utilization without capital expenditures.
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 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 - 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.
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
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.
Allocadia Webinar: Win the Race for Marketing Planning Success: 5 Best Practi...Allocadia Software
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)
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.
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
Digital marketing is the art and science of promoting products or services using digital channels to reach and engage with potential customers. It encompasses a wide range of online tactics and strategies aimed at increasing brand visibility, driving website traffic, generating leads, and ultimately, converting those leads into customers.
https://nidmindia.com/
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
Digital Money Maker Club – von Gunnar Kessler digital.focsh890
Title One is a comprehensive examination of the impact of digital technologies on
modern society. In a world where technology continues to advance rapidly, this article delves into the nuances and complexities of the digital age, exploring Its implications across various sectors and aspects of life.
SMM Cheap - No. 1 SMM panel in the worldsmmpanel567
Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.
3. Marketers Have Two Jobs
Customer
Create Engaging Customer Experiences by
Overseeing the Customer Lifecycle
Do Marketing
Attract
AcquireRetain
CMO
Manage and Optimize the
Business Of Marketing
Run Marketing
9. Only 21% of marketers
are able to point all
measurements to
Marketing’s contribution
to revenue.
- Allocadia 2017 Marketing Performance
Management Benchmark Maturity Study
11. Marketers have a Huge Opportunity to prove their contribution
to the organization…and thus, Prove Their Value.
Marketers need a way to run Marketing
more like a business and not just a function.
12. Marketers have a huge opportunity to prove their contribution
to the organization…and thus, prove their value.
Marketers need a way to Run Marketing
More Like a Business and not just a function.
14. About Kerri Wienbeck
Director of Marketing Operations,
GE Digital
Drive the functional excellence of marketing
• Women in Commercial Leader
• American Airlines
• Georgetown MBA
23. 23
Prove Marketing Matters By Running It Like A
Business
#RunMarketing
Relevant Metrics
Investment Transparency
Language of the Business
Bottom Line Impact
25. Three Tier Metrics System at GE Digital
IMPACT METRICS
TEAM OUTPUT
TACTICAL ACTIVITY
To: Executive Leadership
Ex: Opportunity Value, Deal Cycle Time
To: Marketing Leadership
Ex: Qualified Leads, Inquiries
To: Marketing Tactical Leaders
Ex: Clicks, Impressions, Open Rate
34. Did not have a
foundational
layer to connect
the dots
35. Proving ROI
Option 1: Build database
to connect
Option 2: Find our own
marketing tool
36. Proving ROI
Option 1: Build database
to connect
Option 2: Find our own
marketing tool
37. Why Spreadsheets aren’t enough
• You must capture more than budget and cost
• Cannot connect the right data points
• Limited collaboration & version control
• Does not provide insights to make strategic
decision
38. Why We Chose Allocadia
• Pivot spend in different ways
• Have true conversation with finance
about marketing investment
• Connect to other systems to
measure actual ROI
• Actually run marketing like a
business.
39. Implementation
Knew I wouldn't be saving the world in 1 shot
• Phased approach
• Included change management
• Clear who comes along in
each part of the journey
40. Phases of Allocadia Roll Out
Pre-Allocadia 1
“Just focused on
collecting data”
Pre-Allocadia 2
“Review of
technologies”
Phase 1
“Getting data in, get it
flowing”
Phase 2
“Expand to meet
reporting needs”
Phase 3:
“Scaling & maximizing
Allocadia’s capabilities”
And the data backs this up.
Gartner 290B in 2016
2017 = year CMO outspends CIO in martech…and guess what it’s actually happening.
$$$ = oppourutnity
Yet…We’re put in a box where were the brand and creative side…logos on the pens…when we need to be strategic partners.
And here’s why…We suck at measuring at Revenue. We still can’t do it. Still a mystery for tha majority of the industry.
And we are paying for it
Our bosses are paying for it
CMOs 50% that of other executives
RYAN: I dislike this slide. Frame of reference is negative. Might work in general copy but I don’t want any inference that RH is having difficulty. Make it more positive. We have to do better.
RYAN: same as last slide
Neenu:
I believe many of you are familiar with GE – a company that turned 125 years old this year (a birth month coinciding with my 10 year anniversary at GE).
However, for some, GE Digital may not be too familiar.
GE Digital is a software start-up within the big GE – we were founded in 2011 when 100 individuals saw the opportunity to build answers for some of the toughest challenges facing industrial businesses that no one was solving yet. Today we are ~26K employees worldwide defining what digital means in an industrial world by building software that transforms the way people connect with their data, devices, and machines.
To give you a flavor of what that means –
For the healthcare industry, Better connectivity means cancer patients can get access to life saving therapies more quickly,
In the transportation industry, access to data means that planes and trains can run more efficiently to reduce carbon footprint
And in the Energy Industry, connecting people to machines allows us to provide greater protection for plant operators against life threatening accidents at power stations and oil fields.
While our mission is inspiring – we are solving big industrial problems with software and our scale is an advantage – our business challenges are unique. We are running fast to grow the software side of GE and the challenges are hard. Manage your legs are 125 years old – but you are trying to run a race alongside businesses who are just teenagers. Us marketers within the organization – we really need to make sure we can keep pace and get an edge on our younger competitors. The right technology and the right delivery of the technology helps us to to stay in the race.
Sam: You’ve had to build a multi-million dollar business unit out of thin air – that’s amazing.
Let’s pretend that we ask the chief executive of your company the overused icebreaker, “which 3 people would he/she invite to the dinner table.” But instead of any person, it has to be a functional leader and instead of a dinner table it would be the company strategy session. Do you think your marketing executive would be named? Not according to the studies mentioned above. I believe the most common responses we would get to that question are leaders of commercial, finance and product or IT. But marketing matters – so how do we get a seat at that table? How can we prove that marketing matters? I feel strongly that it’s by adopting the concept of “running marketing” with dependence on data and metrics.
What do I mean by running marketing? It’s different than doing marketing, which is the actual execution of campaigns and tactics. Running marketing is the process and technology to plan, evaluate results against goals and drive better investment choices. Allocadia was actually the company that brought me that concept. Marketing Performance Management is an industry term that you may have heard of, but when Allocadia broke it down and called it “running marketing,” that really clicked with me.
Unwieldy with our global marketing team, biggest budget in commercial organization. Hundreds of vendors. Not easy to track, as some other functions woho maybe only have 5 key vendors, buy about 6 times a year. Massive undertaking, something that we would only get so far in excel. WEren’t connecting it to any activities. No way to connect planning to spend to results and so it was that point we realized there had to be a tool to help us.
I feel strongly that it’s by adopting the concept of “running marketing” with dependence on data and metrics.
How can we prove that Marketing Matters?
What do I mean by running marketing? It’s different than doing marketing, which is the actual execution of campaigns and tactics. Running marketing is the process and technology to plan, evaluate results against goals and drive better investment choices. Allocadia was actually the company that brought me that concept. Marketing Performance Management is an industry term that you may have heard of, but when Allocadia broke it down and called it “running marketing,” that really clicked with me.
Today, I’d like to unpack 4 concepts that are rooted in data and metrics. You’ll see how we began to “run marketing” so that our leaders are seen as stewards and investors of dollars to drive real return for the company. So that we get a seat at the table.
So what do leaders care about? Campaign effectiveness. Pipeline penetration. Just to name a few.
I think we can eliminate the term “vanity metrics” if we clearly define which metrics matter and to whom. Starting last year around his time, I began infusing a three tier metrics system in our organization.
Activity, Output and Impact. These terms come from a Sirius Decisions model and a lot of best practice benchmarking and research.
Activity – Activity metrics are for the execution teams, are often reviewed on a daily or weekly basis to make minor adjustments in campaigns and are very granular. For example, these metrics include clicks, impressions, bounce rates. We use a business insight tool to visualize these reports in real time for on demand reporting.
Output – Output metrics are the result of the activities we perform as a marketing organization. For example, a campaign may be made up of inbound paid advertising, a demand generation email, a field marketing webinar, and a discovery workshop. The clicks and impressions are reported in activity. But the leads that together this campaign generated would be the output. The net new contacts to the database would be another output. These metrics are reported on a monthly basis to our marketing leaders, who use the information to make pivots in our integrated campaigns and small resource changes.
Impact – And finally, we boil our output metrics up to our impact metrics. These are the KPIs that show true impact of our work – most commonly to the sales or commercial organization. Examples of impact metrics include number and value of sourced opportunities, pipeline value, deal velocity and conversion rates. Each of these areas are impacted by marketing and tie much closer to the organization goal of making money - of driving orders, revenue and profit. We are in the habit of having monthly conversations about the impact metrics at our commercial and marketing leadership level. And the numbers and analysis shown help us pivot in agile fashion toward strategies that maximize return for our organization.
I’ve found that presenting our quarterly contribution to pipeline is nice. Showing the trends quarter over quarter raises eyebrows. But respect is earned through transparency of our decisions and results. How did we forecast and set goals? Did we reach the targets? What went well, what did not go as planned and what are we changing to improve? Adding this qualitative data to your quantitative analysis, goes a long way to achieving that seat at the table.
Transparent investment was the hardest leg of our journey – and to be honest we’re not quite finished yet. We started our journey at a time when the company was in “start up phase” and I couldn’t even get the quantitative investment data with a high degree of certainty. Data was everywhere and sometimes nowhere. I knew we needed to be showing our investment by region, product, business unit, sales stage and marketing objective. I knew we needed to be able to set targets based on our dollar investment and then analyze the resulting pipeline impact to make strategic decisions on future investments.
Ultimately, we needed to create visibility into our business. Visibility is the precursor to accountability and, in my opinion, to respect and a seat at the table. Transparency only comes from connected systems and clean data. But I didn’t have the data.
So step one, collect the data and understand our business requirements. Which data did we need? What was the process to collect it? What did we need to present out? I started small and iterated until I had a high degree of confidence in what we were collecting and reporting out.
Then I moved to step two, scale. I couldn’t scale to meet the needs of our global organization with excel, so I searched for a solution to help take us to the next level. I invested in Allocadia. Caveat – the answer to data aggregation and reporting is not always by buying a tool. However, in this case, I understood my business problem and weighed potential solutions. For me, Allocadia was the solution that could help me plan, track, measure, predict and report with the scale I needed but also at the detailed level I required.
Step three was to set our commercial and business goals, align our marketing spend, have real-time on-demand transparency into our budget, spend and forecasted spend and then report on the outcome of our spend in terms of pipeline. With Allocadia, I can easily segment our spend by those cuts I mentioned above – region, product, sales stage, etc. And I can track against campaign performance. I’m finally armed with the robust quantitate data to analyze spend.
Step four – add the qualitative aspect to the story. Where did we reach targets, where did we miss and what are we changing? This is where we can prove that we’re stewards of our investments and have a laser focus on money and return on investment.
When I started monthly meetings with our commercial and marketing leadership, we struggled with lingo. Very often we were presenting compelling metrics, but they were getting lost behind terms that were not familiar outside the marketing organization. Terms such as buyer’s journey and marketing funnel labels or even lead statuses such as marketing qualified leads and inside sales accepted were not commonly understood. At first we tried to educate and define every word or phrase that might not be common. But we’ve since learned that it’s better to integrate into the common lingo of the audience.
Talk in the language the business cares about: money, investment.
We have made a concerted effort to switch from talking about the buyer’s journey or marketing funnel to using the sales stages. We did however, work hard to align in such a way that while we use their terms, we added a new stage to explain the pre-opportunity work that we do (traditionally called awareness). So now instead of showing conversion rate from MQ to SQ, we are showing conversion from S0 to S1. Just that small change has opened so many doors – being included in strategic conversations of which content should be delivered and what sales activities should be conducted at each stage. We are now part of the pipeline building team.
While investment transparency is what I considered most difficult, the fourth and final area is probably the most impactful – tying your investment to the bottom line.
Return on Marketing Investment. Companies define this slightly differently, but in order to be true to the original definition of ROI, one must evaluate revenue against all costs – this includes marketing discretionary spend as well as product and delivery costs. Keep in mind, many schools of thought believe you need a multi touch attribution model at a minimum to accurately perform ROI calculations. To be completely honest, we’re not quite there yet as an organization – we’re just 2 years old afterall.
So, I’ve adopted a “yield” metric until we are mature enough to do full ROI or ROMI. For us, yield shows for every dollar we spend on marketing efforts, how much pipeline we generate. We factor in nurture time (meaning dollars spent in Jan do not necessarily product pipeline in Jan as we often need a few touches before an opportunity materializes).
Yield has been our ticket. It has allowed us to educate our executives on why marketing matters. The return of our efforts and investment. We can now tell a compelling story of why marketing matters.
Return on Marketing Investment. Companies define this slightly differently, but in order to be true to the original definition of ROI, one must evaluate revenue against all costs – this includes marketing discretionary spend as well as product and delivery costs. Keep in mind, many schools of thought believe you need a multi touch attribution model at a minimum to accurately perform ROI calculations. To be completely honest, we’re not quite there yet as an organization – we’re just 2 years old afterall.
So, I’ve adopted a “yield” metric until we are mature enough to do full ROI or ROMI. For us, yield shows for every dollar we spend on marketing efforts, how much pipeline we generate. We factor in nurture time (meaning dollars spent in Jan do not necessarily product pipeline in Jan as we often need a few touches before an opportunity materializes).
Yield has been our ticket. It has allowed us to educate our executives on why marketing matters. The return of our efforts and investment. We can now tell a compelling story of why marketing matters.
6Sense
On24
Finance or could go find a new tool. Only looked at 1 or 2. New could not go with a enterprise...needed something that could plug in easily and make an impact easily. Stopped searching after found Allocadia and realized how critical it was to bring the pieces together.
Finance or could go find a new tool. Only looked at 1 or 2. New could not go with a enterprise...needed something that could plug in easily and make an impact easily. Stopped searching after found Allocadia and realized how critical it was to bring the pieces together.
can do pivot and v-lookups. ... Far too many dots have to connect. Big data.
capturing commitment to budget. Actual spend.
Each of these compenents are in different systems, excel could not give full visibility and depth.
Now we’re not just tying spend to activity, but showing investment in different ways. How much did I spend on DG vs inbound. Want to pivot. Want to know if we are overspending can we reallocate…that crosses budgets regions teams. Only way to do that million labels.
Only Allocadia could show what we could be spending to pivot, that in general is the only way we can go and tell our Finance story.
Knowing I wouldn’t be solving the world
Phased approach > change management, knowing what we want to tackle in those phases, who needs to come along with me in that journey. First part of the journey, smaller group of people before having it rolled out.
Pre: (Dark Ages): So focused on collecting data.
Pre: review of technologies
Phase 1 Getting data in, get it flowing: Allocadia – limited, base data, asking questions, what did leaders ask. Finance as a partner. (1Q implementation)
Phase 2: Expanding to meeting reporting needs (2Q2)
Phase 3: Scaling and maximizing tool capabilities (use it for more purposes, connect to other systems…maximize its utility!) (Just started will take maybe another year)
Instead of Finance chasing down quarterly close from multiple functional owners, they log into allocadia.
Instead of building a budget from scratch, looking at the reports.
Acting more like a business owner, steward of the dollar CEO has handed to marketing. Transparency. Strategic conversation on investments.
And it’s working. We were slated for a budgetary cut in 4Q, but it was dismissed earlier this month. THAT NEVER HAPPENS.
Especially within a marketing org at GE. And here is why: for the past year there was a rumor in the finance organization that global marketing understood their spending, was tracking with such precision and detail that they were being good stewards and carefully evaluating investment decisions.
When we received a new finance partner in 2Q, we immediately gave full access to Allocadia and helped her understand the data through reports, dashboards and transparency into our leadership’s strategy meetings. Her partnership along with our data driven story of a strong yield from our investments led to this unprecedented decision by executives.
You know what else? Our marketing leadership is being asked to many tables. We are at the commercial leadership table discussing proactive strategies to improve market share and cycle time. We are at the finance leadership table discussing budget allocation and target markets. We are at the table with our chief executive discussing growth plans.
So how do I measure that we’ve successfully convinced leadership that marketing matters and achieved a seat at the table? By seeing how marketing is influencing the commercial strategy, aligning with right groups at right levels, and being part of infrastructure and foundational decision making at GE Digital.