1. Logo client
Marketing Performance Management (MPM)
Improving Commercial Efficiency
© The House of Marketing

2. – Draft –
Although RoMI(1) is a top buzzword in YMS(2) 2012,
it does not appear as a top challenge
However, other top challenges in the list indicate the need for RoMI
N = 436
(1): RoMI = Return on Marketing Investment
(2): Yearly Marketing Survey by The House of Marketing
Source: Yearly Marketing Survey by The House of Marketing
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3. – Draft –
Are marketeers scared of RoMI and MPM?
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4. – Draft –
Marketing Performance Management (MPM) is
about process, people and technology
How are people contributing to How is MPM embedded in the
performance? organization?
•Motivation & change PROCESS •Link with strategic business
management objectives
•Competence PEOPLE •Process mapping
development & •Roles & responsibilities
management
TECHNO-
LOGY
How can technology facilitate?
•Alignment with business objectives
•Set up and/or implement tools to create
insights from data
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5. – Draft –
Where does it often go wrong?
Major blocking issues can be linked to process, people and technology
1 Not 2 Too isolated
insightful Indicators should
2 reflect the
PROCESS Metrics should be
well-designed & business
PEOPLE attractive to objectives and be
deliver their targeted at a
message at a specific audience
4
glance
3
3 Too outdated 4 Too manual
1 Indicators should Collection &
be updated and delivery of data &
evolve through the insights should be
TECHNO- time with the automatic to
LOGY company ensure sustainable
and efficient
solution
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6. – Draft –
We tackle MPM issues in a 4 step process, as well
on strategic, tactic, as on operational level
Input Marketing scope
Business
1 2 3 4
objectives STRATEGIC Define
as defined marketing
in the strategy set & Set up
corporate or objectives measure
Translate Imple-
ment
BU strategy Set campaign objectives ment,
pro-
TACTIC
objectives/ into KPI’s measure
cesses,
marketing & set and
roles,
drivers targets learn
systems
and tools
TIONAL
OPERA-
Set action
objectives
Learning cycle
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7. – Draft –
THoM MPM methodology delivers operational, tactical
ánd strategical benefits
Operational and tactical benefits Strategical benefits
• Higher efficiency and effectiveness
of marketing (impact on cost ánd
revenues)
• Dashboard giving a clear view on
• Higher transparency &visibility of
tactical and operational
objectives
…leading to…
actions/issues
• Turns your marketing efforts into
• Continuous learning and tangible and measurable actions
improvement towards Sales & Management
• Organizational alignment and focus
• Doing more with less on the Business Objectives (as
defined on coporate or BU level)
• Learning organization that makes
decisions on hard facts
supplemented with experiential
intuition
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8. – Draft –
THoM Marketing Performance Mgmt Expertise
Pieter Lievyns
Mobile: +32 (0) 495 29 31 14
E-Mail: pieter.lievyns@thom.eu
The House of Marketing
Kardinaal Mercierplein, 2
B-2800 Mechelen
Belgium
Office +32 (0)15 444 000
Fax +32 (0)15 444 044
www.thehouseofmarketing.be
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