Allocadia Webinar - 4 Roadblocks to Better Marketing Performance

Overcoming the 4 roadblocks to

Today’s Speakers

Jeff ChamberlainSr. Director,

Product Marketing

Sam MelnickVP of Marketing

Pete MatthewsMarketing/ Sales

Operations

Laura Patterson President & Founder

What is Marketing Performance Management?

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 SnowSenior 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

Why Marketing Performance Management Matters

CMO Turnover in 2016 Was at its Highest

Level in 4 YearsRussell Reynolds Associates: http://www.russellreynolds.com/insights/thought-leadership/marketing-moves-2016-q1-q2


Forrester predicts 30% of CMOs will lose their

job in 20172017 Predictions: Dynamics That Will Shape The Future In The Age Of The Customer: https://go.forrester.com/wp-content/uploads/Forrester-2017-Predictions.pdf


"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

Where MPM Comes into Play

Marketing Performanc

e Manageme

nt

Marketing Execution

What is your biggest challenge area in Marketing Performance Management?

Top 4 Roadblocks to Overcome!1. Corporate Alignment

2. Process & Technologies

3. Best practices of monitoring & measurement

4. Creating business impact & value

Corporate Alignment

Takeaways for Creating Corporate Alignment Always tie goals and measurements to corporate

objectives

Alignment is a never ending job

Don’t forget about Finance!

Processes & Technology Approach

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

Best Practices of Monitoring & Measurement

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

Creating business impact & value

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

The Great Big Guide to Marketing Performance Management

Allocadia cloud software helps marketers gain control of their marketing investments and tie results back to those investments - helping marketers make better decisionsTo help the largest global brands master their marketing performance. We empower organizations to do their best marketing by providing the most accurate, useful, and actionable marketing performance data and insights.A marketing & sales operations visionary; bringing best in class operational methodologies to companies looking to drive high-performance revenue generating teams in a measured, manageable and predictable mannerOur passion and purpose is to bring science to the discipline of Marketing and help our customers use data, analytics, metrics, and processes to improve and prove the value of their Marketing.

Pete Matthews

Jeff ChamberlainOrigami Logic

[email protected]

Peter MatthewsMarketing/ Sales Ops

[email protected]

Laura Patterson VisionEdge Marketing

[email protected]

Sam MelnickAllocadia

[email protected]

mailto:[email protected]






Allocadia Webinar - 4 Roadblocks to Better Marketing Performance

Marketing

Transcript of Allocadia Webinar - 4 Roadblocks to Better Marketing Performance