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Going for the Goldin Marketing Planning

Welcome!

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@allocadia#marketingplanning

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Your Hosts

James Thomas

CMO

Ryan Danner

Director of Budgeting, Planning &

Forecasting

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Join Us on Social

#marketingplanning

@allocadia

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What We’ll Cover Today

• The state of marketing planning today• Frameworks• Methods• Tools

• What strategic planning can look like• 5 recommendations for getting started

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The State of Marketing Planning

• Top-down guidelines for big-bucket budget allocation• SiriusDecisions, IDC,

others• Limitations• Must be adapted for each

organization

Frameworks &

Strategic Alignment

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Marketing Framework Examples

IDC Taxonomy SiriusDecisions Campaign Framework

Sample Only

Sample Only

(Screenshot excerpts from past Allocadia webinars)

www.idc.com www.SiriusDecisions.com

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The State of Marketing Planning

• Workflows:• Top-down allocation• Bottoms-up activity building

• Planning vs. budgeting• Planning & forecasting• So much planning is ad-hoc

• “Gut feel”• “Last year +”• Squeaky wheels / politics

Methods

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Analyst Data

Reviewing Plans

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The State of Marketing Planning

• Spreadsheets (69%)• 25% with another app

• Dedicated business planning application (5%)

Tools & Technologie

sSource: Ventana Research white paper: Strategic Planning for Modern Marketers (2015)

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What’s holding us back from better marketing planning?

No ability to measure impactof spend (past, current, future)

Lack of information/data about the sales

& marketing environment

Inadequate technology or

resources (including people)

Source: Ventana Research white paper: Strategic Planning for Modern Marketers (2015)

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Analyst Data

Measuring Impact

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Marketing Planning Philosophies

Good strategic marketing plans can help: • Drive alignment:

• with Sales• to Company goals• within the marketing organization

• Secure incremental funding• Drive more revenue

Core Beliefs

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What strategic planning can look like

Flexible Aligned Revenue-Driven

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Bronze-Level Marketing Planning

A quantitative understandingof marketing spend.

• Scenario planning• +10%, +20%, -10%

• “Hit the ground running” when conditions change

It’s all about

Flexibility

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Silver-Level Marketing Planning

A qualitative understandingof marketing spend.

• Planning decisions guided by corporate strategy, frameworks or other defined metrics

• An aligned plan builds team momentum

It’s all about

Alignment

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Gold-Level Marketing Planning

A predictive understandingof marketing performance.

• Creating plans based on forecasted revenue outcomes

• An executive-level conversation about business impact

It’s all about

Revenue

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Summing Up

1. Recognize that change management is the biggest challenge.

2. Take steps to make the planning conversation data-driven. Analyze what worked & what didn't. Historical data will shape your marketing planning priorities.

5 Recommendations for advancing your marketing

planningpractices

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Summing Up

3. Start by defining big-picture strategic priorities. They will become a lens to view every activity.

4. Plan to plan. Use your next planning cycle to lay a foundation for the next one after that. Start capturing the data you’ll need for the following year or quarter.

5 Recommendations for advancing your marketing

planningpractices

(continued)

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Summing Up

5. Better marketing planning is a journey that starts with small steps.

5 Recommendations for advancing your marketing

planningpractices

(continued)

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Questions

Type your questions in the comment box

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Additional Resources – Marketing Planning

The Gold Medal Playbook of

Marketing Planning (eBook)

Strategic Planning for Modern

Marketers (Ventana Research

white paper)

Plus on-demand webinars:

• 5 Marketing Planning Best Practices to Achieve of your Objectives

• How to Align Campaign Plans & Budgets with SiriusDecisions & Allocadia

All available on the Resources section at allocadia.com

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Thank you!

James Thomas

CMO

Ryan Danner

Director of Budgeting, Planning &

Forecasting

@jthomas_44@allocadia