Proving Marketing's Worth: What B2Bs Need to Measure and Why [Marketing Metrics]
Proving Marketing's Impact: Advanced MPM - Webinar
-
Upload
allocadia-software -
Category
Marketing
-
view
147 -
download
3
Transcript of Proving Marketing's Impact: Advanced MPM - Webinar
![Page 1: Proving Marketing's Impact: Advanced MPM - Webinar](https://reader033.fdocuments.net/reader033/viewer/2022051709/58717b741a28ab230b8b632f/html5/thumbnails/1.jpg)
Demand Metric Research Corporation Copyright © 2016. All Rights Reserved.
Proving Marketing’s ImpactAdvanced Marketing Performance Management
In Partnership With:
![Page 2: Proving Marketing's Impact: Advanced MPM - Webinar](https://reader033.fdocuments.net/reader033/viewer/2022051709/58717b741a28ab230b8b632f/html5/thumbnails/2.jpg)
Demand Metric Research Corporation Copyright © 2016. All Rights Reserved.
Presenters:
![Page 3: Proving Marketing's Impact: Advanced MPM - Webinar](https://reader033.fdocuments.net/reader033/viewer/2022051709/58717b741a28ab230b8b632f/html5/thumbnails/3.jpg)
Demand Metric Research Corporation Copyright © 2016. All Rights Reserved.
Brian BrownriggDirector, Customer &
Marketing Insights@MopsGuruQuintovate
Jerry RackleyChief Analyst
@jrackmanDemand Metric
Sam MelnickDirector, Customer &
Marketing Insights@SamMelnick
Allocadia
![Page 4: Proving Marketing's Impact: Advanced MPM - Webinar](https://reader033.fdocuments.net/reader033/viewer/2022051709/58717b741a28ab230b8b632f/html5/thumbnails/4.jpg)
Demand Metric Research Corporation Copyright © 2016. All Rights Reserved.
Today’s Agenda What is MPM (and why is it so
important?) Advanced MPM: What the Data Says Creating Change to Create Impact Actions & Next Steps
![Page 5: Proving Marketing's Impact: Advanced MPM - Webinar](https://reader033.fdocuments.net/reader033/viewer/2022051709/58717b741a28ab230b8b632f/html5/thumbnails/5.jpg)
Demand Metric Research Corporation Copyright © 2016. All Rights Reserved.
Marketing Performance Management
![Page 6: Proving Marketing's Impact: Advanced MPM - Webinar](https://reader033.fdocuments.net/reader033/viewer/2022051709/58717b741a28ab230b8b632f/html5/thumbnails/6.jpg)
Demand Metric Research Corporation Copyright © 2016. All Rights Reserved.
Context.
![Page 7: Proving Marketing's Impact: Advanced MPM - Webinar](https://reader033.fdocuments.net/reader033/viewer/2022051709/58717b741a28ab230b8b632f/html5/thumbnails/7.jpg)
Demand Metric Research Corporation Copyright © 2016. All Rights Reserved.
Today’s Marketer Has Two Jobs
![Page 8: Proving Marketing's Impact: Advanced MPM - Webinar](https://reader033.fdocuments.net/reader033/viewer/2022051709/58717b741a28ab230b8b632f/html5/thumbnails/8.jpg)
Demand Metric Research Corporation Copyright © 2016. All Rights Reserved.
Marketers Must Merge Both Jobs to Succeed
![Page 9: Proving Marketing's Impact: Advanced MPM - Webinar](https://reader033.fdocuments.net/reader033/viewer/2022051709/58717b741a28ab230b8b632f/html5/thumbnails/9.jpg)
Demand Metric Research Corporation Copyright © 2016. All Rights Reserved.
More Options Than Ever
![Page 10: Proving Marketing's Impact: Advanced MPM - Webinar](https://reader033.fdocuments.net/reader033/viewer/2022051709/58717b741a28ab230b8b632f/html5/thumbnails/10.jpg)
Demand Metric Research Corporation Copyright © 2016. All Rights Reserved.
More Tactics Than Ever!
![Page 11: Proving Marketing's Impact: Advanced MPM - Webinar](https://reader033.fdocuments.net/reader033/viewer/2022051709/58717b741a28ab230b8b632f/html5/thumbnails/11.jpg)
Demand Metric Research Corporation Copyright © 2016. All Rights Reserved.
More Vendors Than Ever!
![Page 12: Proving Marketing's Impact: Advanced MPM - Webinar](https://reader033.fdocuments.net/reader033/viewer/2022051709/58717b741a28ab230b8b632f/html5/thumbnails/12.jpg)
Demand Metric Research Corporation Copyright © 2016. All Rights Reserved.
Six MarTech Capability Clusters
1. Advertising & Promotion
2. Content & Experience
3. Social & Relationships
4. Commerce & Sales5. Data6. Management
![Page 13: Proving Marketing's Impact: Advanced MPM - Webinar](https://reader033.fdocuments.net/reader033/viewer/2022051709/58717b741a28ab230b8b632f/html5/thumbnails/13.jpg)
Demand Metric Research Corporation Copyright © 2016. All Rights Reserved.
Six MarTech Capability Clusters
Do:
Do:
Do:
Do:
Run:
Run:
Advertising & PromotionContent & ExperienceSocial & RelationshipsCommerce & SalesDataManagement
![Page 14: Proving Marketing's Impact: Advanced MPM - Webinar](https://reader033.fdocuments.net/reader033/viewer/2022051709/58717b741a28ab230b8b632f/html5/thumbnails/14.jpg)
Demand Metric Research Corporation Copyright © 2016. All Rights Reserved.
1 : 2 DoRun
But…
![Page 15: Proving Marketing's Impact: Advanced MPM - Webinar](https://reader033.fdocuments.net/reader033/viewer/2022051709/58717b741a28ab230b8b632f/html5/thumbnails/15.jpg)
Demand Metric Research Corporation Copyright © 2016. All Rights Reserved.Demand Metric Research Corporation Copyright © 2016. All Rights Reserved.
Fewer than 20% of B2B organizations are comfortable with their ability to quantify the returns on marketing spend”
SiriusDecisions
“
![Page 16: Proving Marketing's Impact: Advanced MPM - Webinar](https://reader033.fdocuments.net/reader033/viewer/2022051709/58717b741a28ab230b8b632f/html5/thumbnails/16.jpg)
Demand Metric Research Corporation Copyright © 2016. All Rights Reserved.Demand Metric Research Corporation Copyright © 2016. All Rights Reserved.
Only 35% of marketing decisions are made using marketing analytics”
The CMO Survey
“
![Page 17: Proving Marketing's Impact: Advanced MPM - Webinar](https://reader033.fdocuments.net/reader033/viewer/2022051709/58717b741a28ab230b8b632f/html5/thumbnails/17.jpg)
Demand Metric Research Corporation Copyright © 2016. All Rights Reserved.Demand Metric Research Corporation Copyright © 2016. All Rights Reserved.
If I don’t Run marketing efficiently, then I can’t Do marketing effectively.”
Senior Business DirectorMajor Banking & Financial Company
“
![Page 18: Proving Marketing's Impact: Advanced MPM - Webinar](https://reader033.fdocuments.net/reader033/viewer/2022051709/58717b741a28ab230b8b632f/html5/thumbnails/18.jpg)
Demand Metric Research Corporation Copyright © 2016. All Rights Reserved.
Marketers Must Focus on MPM to Succeed
![Page 19: Proving Marketing's Impact: Advanced MPM - Webinar](https://reader033.fdocuments.net/reader033/viewer/2022051709/58717b741a28ab230b8b632f/html5/thumbnails/19.jpg)
Demand Metric Research Corporation Copyright © 2016. All Rights Reserved.
Marketing Performance Management (MPM) is the strategic arm of marketing.
Defining MPM
![Page 20: Proving Marketing's Impact: Advanced MPM - Webinar](https://reader033.fdocuments.net/reader033/viewer/2022051709/58717b741a28ab230b8b632f/html5/thumbnails/20.jpg)
Demand Metric Research Corporation Copyright © 2016. All Rights Reserved.
What the Data Says
![Page 21: Proving Marketing's Impact: Advanced MPM - Webinar](https://reader033.fdocuments.net/reader033/viewer/2022051709/58717b741a28ab230b8b632f/html5/thumbnails/21.jpg)
Demand Metric Research Corporation Copyright © 2016. All Rights Reserved.
![Page 22: Proving Marketing's Impact: Advanced MPM - Webinar](https://reader033.fdocuments.net/reader033/viewer/2022051709/58717b741a28ab230b8b632f/html5/thumbnails/22.jpg)
Demand Metric Research Corporation Copyright © 2016. All Rights Reserved.
A B C D or lower0%
10%
20%
30%
40%
50%
60%
26%
50%
18%
6%
The MPM Landscape: Marketing’s MPM Grade
![Page 23: Proving Marketing's Impact: Advanced MPM - Webinar](https://reader033.fdocuments.net/reader033/viewer/2022051709/58717b741a28ab230b8b632f/html5/thumbnails/23.jpg)
Demand Metric Research Corporation Copyright © 2016. All Rights Reserved.
Best Rest0%
10%20%30%40%50%60%70%80%90%
100%89%
53%
Agreement: Marketing Knows the Business
![Page 24: Proving Marketing's Impact: Advanced MPM - Webinar](https://reader033.fdocuments.net/reader033/viewer/2022051709/58717b741a28ab230b8b632f/html5/thumbnails/24.jpg)
Demand Metric Research Corporation Copyright © 2016. All Rights Reserved.
Best Rest0%
10%20%30%40%50%60%70%80%90%
100% 95%
66%
Agreement: Leadership knows how marketing impacts the business
![Page 25: Proving Marketing's Impact: Advanced MPM - Webinar](https://reader033.fdocuments.net/reader033/viewer/2022051709/58717b741a28ab230b8b632f/html5/thumbnails/25.jpg)
Demand Metric Research Corporation Copyright © 2016. All Rights Reserved.
Best Rest0.01.02.03.04.05.06.07.08.0 7.5
6.0
1 = Very Poorly; 10 = Extremely Well
Linking Marketing Results to Business Goals
![Page 26: Proving Marketing's Impact: Advanced MPM - Webinar](https://reader033.fdocuments.net/reader033/viewer/2022051709/58717b741a28ab230b8b632f/html5/thumbnails/26.jpg)
Demand Metric Research Corporation Copyright © 2016. All Rights Reserved.
Best Rest0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%90%
63%
Setting Performance Targets for Most/All Marketing Programs & Objectives
![Page 27: Proving Marketing's Impact: Advanced MPM - Webinar](https://reader033.fdocuments.net/reader033/viewer/2022051709/58717b741a28ab230b8b632f/html5/thumbnails/27.jpg)
Demand Metric Research Corporation Copyright © 2016. All Rights Reserved.
Customers at risk
Customer Experience
Buying journey
0 1 2 3 4 5 6 7 8 9
5.2
5.9
5.8
7.2
8.0
7.6
1 = Not at all effective; 10 = Extremely effective
BestRest
Effectiveness at Using Data to Understand
![Page 28: Proving Marketing's Impact: Advanced MPM - Webinar](https://reader033.fdocuments.net/reader033/viewer/2022051709/58717b741a28ab230b8b632f/html5/thumbnails/28.jpg)
Demand Metric Research Corporation Copyright © 2016. All Rights Reserved.
Best Rest0%
10%
20%
30%
40%
50%
60%
70%
80%71%
49%
Presence of a Marketing Operations Function
![Page 29: Proving Marketing's Impact: Advanced MPM - Webinar](https://reader033.fdocuments.net/reader033/viewer/2022051709/58717b741a28ab230b8b632f/html5/thumbnails/29.jpg)
Demand Metric Research Corporation Copyright © 2016. All Rights Reserved.
Creating The Change
![Page 30: Proving Marketing's Impact: Advanced MPM - Webinar](https://reader033.fdocuments.net/reader033/viewer/2022051709/58717b741a28ab230b8b632f/html5/thumbnails/30.jpg)
Demand Metric Research Corporation Copyright © 2016. All Rights Reserved.
Establish Foundation for Change
1. Align on Objectives2. The Case for Managing Change3. Plan for Consistent Communication
to ALL Stakeholders
![Page 31: Proving Marketing's Impact: Advanced MPM - Webinar](https://reader033.fdocuments.net/reader033/viewer/2022051709/58717b741a28ab230b8b632f/html5/thumbnails/31.jpg)
Demand Metric Research Corporation Copyright © 2016. All Rights Reserved.
Finance:“I need to ensure the marketers are viewing the same financial information
I am for accurate reporting.”
“I need to get my marketers the right data,
accounting for all sources of committed
and actual spend.“
“I need to be able to track my marketing plans and ongoing
spend in a way that makes sense to me.“
Finance Marketing IT
![Page 32: Proving Marketing's Impact: Advanced MPM - Webinar](https://reader033.fdocuments.net/reader033/viewer/2022051709/58717b741a28ab230b8b632f/html5/thumbnails/32.jpg)
Demand Metric Research Corporation Copyright © 2016. All Rights Reserved.
Crawl Walk Run
Capa
bilit
y M
atur
ity L
evel
Measurement and Reporting
Marketing and Finance Annual Planning Processes
Integrated Campaign Views
Align Campaign Spend to Org Objectives
5
4
3
2
1321
Invoice to PO Matching
Visibility to Commitments and POs
Predictive ROIAnalytic ROI
Finance-Marketing Reconciliation
MPM Capabilities Alignment
![Page 33: Proving Marketing's Impact: Advanced MPM - Webinar](https://reader033.fdocuments.net/reader033/viewer/2022051709/58717b741a28ab230b8b632f/html5/thumbnails/33.jpg)
Demand Metric Research Corporation Copyright © 2016. All Rights Reserved.
Structured change management will:A) Minimize the negative impact of change in duration B) Minimize the depth in the “Valley of Despair” C) Accelerate time to competence/new levels of productivity for end users, and D) Sustain ongoing performance and investment optimization.
The Case for Managing Change
![Page 34: Proving Marketing's Impact: Advanced MPM - Webinar](https://reader033.fdocuments.net/reader033/viewer/2022051709/58717b741a28ab230b8b632f/html5/thumbnails/34.jpg)
Demand Metric Research Corporation Copyright © 2016. All Rights Reserved.
Assessing your stakeholder groups leads to effective, tailored communications1) The relative size of stakeholders in any given group2) The impact to stakeholders3) The readiness of each stakeholder
BUSINESS VALUE
Low Medium High
Low
High
Medium
STAK
EHO
LDER
IMPA
CT
Keep Satisfied
Monitor
Manage Closely
Keep Informed
PROJECT BUDGET
SMALL
MEDIUM
LARGE
HUGE
Stakeholder Readiness
Stakeholder Analysis
Stakeholder Group Sizes
Stak
ehol
der I
mpa
ct
![Page 35: Proving Marketing's Impact: Advanced MPM - Webinar](https://reader033.fdocuments.net/reader033/viewer/2022051709/58717b741a28ab230b8b632f/html5/thumbnails/35.jpg)
Demand Metric Research Corporation Copyright © 2016. All Rights Reserved.
Move stakeholders up through the Commitment Curve; avoid the Resistance Path!
Leve
l of C
omm
itmen
t
Time And Communication
AWARENESS
OWNERSHIP (or COMMITMENT)
BUY-IN
UNDERSTANDING *
UNAWARE
The Commitment Curve
![Page 36: Proving Marketing's Impact: Advanced MPM - Webinar](https://reader033.fdocuments.net/reader033/viewer/2022051709/58717b741a28ab230b8b632f/html5/thumbnails/36.jpg)
Demand Metric Research Corporation Copyright © 2016. All Rights Reserved.
Actions & Next Steps
![Page 37: Proving Marketing's Impact: Advanced MPM - Webinar](https://reader033.fdocuments.net/reader033/viewer/2022051709/58717b741a28ab230b8b632f/html5/thumbnails/37.jpg)
Demand Metric Research Corporation Copyright © 2016. All Rights Reserved.
Takeaway: MPM is NOT Opt-InEnergy Must Be Placed Here
Always Happening!
![Page 38: Proving Marketing's Impact: Advanced MPM - Webinar](https://reader033.fdocuments.net/reader033/viewer/2022051709/58717b741a28ab230b8b632f/html5/thumbnails/38.jpg)
Demand Metric Research Corporation Copyright © 2016. All Rights Reserved.
Best Rest0%
10%
20%
30%
40%
50%
60%
70%
80% 76%
24%
Takeaway: MPM lets Marketing Function as a Center-of-Excellence
![Page 39: Proving Marketing's Impact: Advanced MPM - Webinar](https://reader033.fdocuments.net/reader033/viewer/2022051709/58717b741a28ab230b8b632f/html5/thumbnails/39.jpg)
Demand Metric Research Corporation Copyright © 2016. All Rights Reserved.
Takeaway: Stakeholders
BUSINESS VALUE
Low Medium High
Low
High
Medium
STAK
EHO
LDER
IMPA
CT
Keep Satisfied
Monitor
Manage Closely
Keep Informed
Get to know ALL of your stakeholders intimately and plan your communication around their needs.
![Page 40: Proving Marketing's Impact: Advanced MPM - Webinar](https://reader033.fdocuments.net/reader033/viewer/2022051709/58717b741a28ab230b8b632f/html5/thumbnails/40.jpg)
Demand Metric Research Corporation Copyright © 2016. All Rights Reserved.
One-Week Exercise Personalized
Assessment Real Data about Your
Organization Helps You Garner Support for
MPM across the Organization
MPM Health Check
![Page 41: Proving Marketing's Impact: Advanced MPM - Webinar](https://reader033.fdocuments.net/reader033/viewer/2022051709/58717b741a28ab230b8b632f/html5/thumbnails/41.jpg)
Demand Metric Research Corporation Copyright © 2016. All Rights Reserved.
www.allocadia.com @Allocadia Sam.melnick@allocadi
a.com 866.684.0935
www.quintovate.com @QuintoVate [email protected]
m 402.392.4017
![Page 42: Proving Marketing's Impact: Advanced MPM - Webinar](https://reader033.fdocuments.net/reader033/viewer/2022051709/58717b741a28ab230b8b632f/html5/thumbnails/42.jpg)
Demand Metric Research Corporation Copyright © 2016. All Rights Reserved.
For more information, visit:www.demandmetric.com
![Page 43: Proving Marketing's Impact: Advanced MPM - Webinar](https://reader033.fdocuments.net/reader033/viewer/2022051709/58717b741a28ab230b8b632f/html5/thumbnails/43.jpg)
Demand Metric Research Corporation Copyright © 2016. All Rights Reserved.