Fifty Shades of Uncertainty: Tracking Global Marketing Budgets
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Transcript of Fifty Shades of Uncertainty: Tracking Global Marketing Budgets
© 2012 Marketo, Inc. Marketo Proprietary and Confidential
#RevEngine
Plan a Successful Skydive
1. Get all of your questions answered before you jump
2. Choose the method for your jump
3. Pay attention
4. Land safely
5. Brag
“Fifty Shades of Uncertainty: Tracking Global Marketing Budgets”
will begin shortly.
#mktomfm
© 2012 Marketo, Inc. Marketo Proprietary and Confidential
#RevEngine
Your Speakers
Brian Glover Sr. Product Marketing Manager, Marketo
Tracy TorresSr. Solutions Consultant, Marketo
Page 3© 2012 Marketo, Inc. Marketo Proprietary and Confidential#RevEngine
Agenda
• Why tracking global marketing budgets is hard today
• How to make it easier to • Plan, Execute and Optimize marketing spend
• Marketo Financial Management Demo
• The technicalities• Automated Import Process Explained
• Q & A
Page 4© 2012 Marketo, Inc. Marketo Proprietary and Confidential#RevEngine
Marketers Struggle to Manage Budgets & Spend
“I can’t track the spend on all of the marketing programs I have in flight”
“Getting spending updates across teams and regions is unreliable and hard to consolidate.”
“Finance is asking me questions I can’t answer about reconciling invoices and forecasting spend.”
Page 5© 2012 Marketo, Inc. Marketo Proprietary and Confidential#RevEngine
Marketers Struggle to Measure ROI & Optimize
For most marketers…
It’s a data aggregation
problem
Page 6© 2012 Marketo, Inc. Marketo Proprietary and Confidential#RevEngine
1) See where you’re going
2) Make adjustments
3) Land on target
What If You Could…
Page 7© 2012 Marketo, Inc. Marketo Proprietary and Confidential#RevEngine
Marketo Financial Management
Budget management software made for marketing teams that helps them manage spend better.
Up-to-date view from a single, web-based source, so you can:
Forecast Accuratel
y
Reallocate Budget
Spend to Plan
Page 8© 2012 Marketo, Inc. Marketo Proprietary and Confidential#RevEngine
Marketo Financial Management
Replaces tedious manual processes with a fully-featured yet intuitive approach to budget and spend tracking.
Centralized Budgets & Roll Ups
Visual Dashboards & Reports
Excel-like Budget Planning
Multi-Currency Support
Access & Collaboration Rights
Import Finance Data
Page 9© 2012 Marketo, Inc. Marketo Proprietary and Confidential#RevEngine
Marketo Financial Management
Only Marketo connects your spend to financial data, strategic plans and marketing programs
Spend
Purchase Orders
InvoicesMarketing
GoalsMarketing ProgramsTarget
AudienceRegions
Page 10© 2012 Marketo, Inc. Marketo Proprietary and Confidential#RevEngine
Customer Success – Enterprise
Challenges:
Visibility into regional budgets
Aggregating budget data across sources
Time-consuming conversions, rework, invoice reconciliation, etc.
Solution: Global standards for budget management
Benefits
Lowest total cost of ownership
Fastest time-to-value
Global adoption
Timely monthly forecasting
Customer Success
The cloud company that enables mobile workstyles
260,000 companies use Citrix products
Over 100 million users globally
$2B+ in revenue
© 2012 Marketo, Inc. Marketo Proprietary and Confidential
#RevEngine
demo
Page 12© 2012 Marketo, Inc. Marketo Proprietary and Confidential#RevEngine
The Cycle
Planned Spend
Analyze Variance and Optimize
Spend
ROI Reporting Forecast
Campaign ExecutionReconciliation
Target Budget
Page 13© 2012 Marketo, Inc. Marketo Proprietary and Confidential#RevEngine
Demo Agenda
Prove ROI
Enter Forecast
Reconcile Actuals
Enter Activity
Enter Target Budget
I own 6 cost centers. Where do I enter the target budget for them?
Where do I enter my activity, MRM details before budget allocation, and request budget approval?
Contracts have been negotiated. Now I can I enter forecast.
I want to see all actuals related to an activity.
What is the cost per new name, per member and other program performance indicators.
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Page 14© 2012 Marketo, Inc. Marketo Proprietary and Confidential#RevEngine
Demo Agenda
Prove ROI
Enter Forecast
Reconcile Actuals
Enter Activity
Enter Target BudgetC
ost
C
ente
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MRM entry form customizable
System of record
Closed-loop ROI reporting
One system to enter all data
PO and Actuals import
© 2012 Marketo, Inc. Marketo Proprietary and Confidential
#RevEngine
data process flow
Page 16© 2012 Marketo, Inc. Marketo Proprietary and Confidential#RevEngine
Automated Import Process for Financial Data
Actuals Export
(csv or xls)
Costs
Other data source
Secure FTP
Marketo Financial Management
No APIs or heavy integrations required Low IT involvement Can import virtually any source data Each data source has it’s own data mapping rules
Page 17© 2012 Marketo, Inc. Marketo Proprietary and Confidential#RevEngine
Customer Success – Enterprise
Kristen Petersen
Director of Marketing Operations
Business Pain:Marketing spend visibility
Forecast versus commit tracking
Consolidating spreadsheets across regions
Marketing/finance communication
Solution: Budgeting, Planning and Forecasting
Implementation:
Go-live in <2 months
Global leader in Application Delivery Networking (ADN)
8 of the Fortune 10 companies
44 of the Fortune 50 companies
$1B+ in revenue
Customer Success
“Marketing organizations need a system for budgets and operational data… We expect Marketo’s solution to help marketing improve budget oversight and simplify the relationship between marketing & finance.”
Page 18© 2012 Marketo, Inc. Marketo Proprietary and Confidential#RevEngine
Summary
• Budget management is a data aggregation and broken process challenge
• Marketo Financial Management gives you a single system of record for your budget data and makes collaboration across teams and regions easy
• Only Marketo supports the full budget management lifecycle:• Planning• Execution• Optimization
Page 19© 2012 Marketo, Inc. Marketo Proprietary and Confidential#RevEngine
Special Offer for Customers:Budgeting, Planning and Reporting Deep Dive2hr Consulting Session
What an executive dashboard looks like and how to present it
5 Key business questions and answers for building credibility
5 Key reports for your library of best practices
Be the driver for visibility and aggregation
The must have reports for planning
© 2012 Marketo, Inc. Marketo Proprietary and Confidential
#RevEngine
Thank You!
To accept the special offer, respond to our follow up email or contact your sales rep.
Brian Glover, Sr. Product Marketing [email protected]
Tracy Torres, Sr. Solutions [email protected]