Watch This Free Webinar On-Demand: http://dg-r.co/2fJTpcj - Marketing Planning Mastery: 4 Strategies From The Best Marketing Organizations
Don't suffer through a disjointed planning - Learn how high-performing marketing leaders have evolved the planning process
The strength of your marketing plans and how well you execute them is the #1 indicator of success.
However, too many orgs struggle to rally around a single planning process. For them, planning is disjointed and chaotic and the resulting marketing execution can seem constantly behind the eight-ball: reactive, rather than proactive.
We spoke to a group of high-performance marketing leaders and analysts to uncover 4 of the most effective & practical ways they’ve evolved planning at their organizations, including:
• Aligning marketing plans with company-wide strategy;
• Making practical use of analyst frameworks;
• Combining top-down with bottoms-up planning; and
• Achieving harmony with the finance
12. What We Will Cover Today
• Where Planning Fits in With Marketers Jobs
• The 4 Best Practice for Marketing Planning
1. Align marketing plans with company-wide strategy
2. Making practical use of analyst frameworks
3. Combine top-down with bottom-up planning
4. Achieve harmony with the finance department
14. Plan
Operate
MeasureEvaluate
Optimize
Manage and Optimize the
Business Of Marketing
Run Marketing
Today’s Marketer Has Two Jobs
Attract
Acquire
ConvertRetain
Advocate
Create Engaging Customer Experiences by
Overseeing the Customer Lifecycle
Do Marketing
CMO Customer
15. Marketers Must Merge Both Jobs To Succeed
Plan
Convert
Run Marketing
MPM
Do Marketing
Execution
16. What is Marketing Performance Management?
Planning Operating
Evaluating
MPM
17. MPM Category: Planning
• Corporate Marketing starts with a
top-down plan that supports
corporate goal.
• Marketers in the field build their
bottom-up plans and budgets.
• These planning activities meet in
the middle.
Planning
MPM
18. MPM Category: Operating
• At this point the plan has been set
• The different marketing teams
across the organization use the plan
as a roadmap while executing
• The CMO supports the field with
processes and technologies that
collect data, fine tune plans, and
reconcile results
Operating
MPM
19. MPM Category: Evaluating
• As execution occurs data is collected the
marketing department measures performance.
• This includes targeted and actual: Investments,
results, and ROI calculations.
• In-quarter or in-year evaluations allow
Marketing to adjust so they meet and beat their
targets.
• During planning season it gives Marketing the
insights to build a more effective and efficient
plan for the next quarter or year.
MPM
Evaluating
21. 4 Planning Best Practices to Focus On
1. Align marketing plans with company-wide strategy
2. Make practical use of analyst frameworks
3. Combine top-down with bottom-up planning
4. Achieve harmony with the finance department
22.
23. Marketing Planning Theory
ü Identify Process & the
Key Stakeholders
ü Start Early and
Communicate Often
ü Don’t Forget to “Launch”
24. Marketing Planning Reality
X Time Creep…It’s Already
November?!?!
X Corporate Budgets
Delivered With No Time
to React
X Department Planning
Goes Rogue…
25. Real Life Examples
Success Areas
Company objectives around:
• Growth
• Product Differentiation
• Customer Satisfaction
• Operational Efficiency
26. Your Take-Away
Keep your planning in-line with
Corporate Objectives.
If those aren’t clear, look to your
corporate vision, mission, or strategy.
27.
28. Marketing Planning Theory
ü Choose a Framework that
Fits Your Org
ü Look Outside Your Org to
Avoid Bias
ü Benchmark!!!
29. Marketing Planning Reality
X Standardize & Stay True
X Frameworks are Good.
Project Managers are
Better
X Every Company is
Different, External Help
May Lack Context
30. Real Life Examples
Benchmarks: Focus on Efficiency
Goals
• Expense to Revenue
• Program to People
• Looking for Areas That Help Plan
for the Future
31. Your Take-Away
Have a template for Marketing Heads.
BUT FIRST. Assure they are all aligned
to Marketing priorities.
32.
33. Marketing Planning Theory
ü Start with the C-Level or
VP-Level Vision
ü Then Bottom-Up Plans
From the Field
ü Communicate Often and
“Meet In the Middle”
34. Marketing Planning Reality
X Last Minute Budget Cuts
L
X Field is Easily Influenced
by Sales (or Channel)
X Lack of Alignment
Between Marketing &
Sales
35. Real Life Examples
Aligning to Corp Objectives
• Agreed on by Exec Team
• Marketing Priorities Set by the CMO
• Will Still “Allow” Some Unaligned
Field Activities
36. Your Take-Away
Bottom up plans are VERY important, and happen
naturally.
But…
Buy-in around the overall planning process &
Corporate Objectives is where you should start.
37.
38. Marketing Planning Theory
ü Communicate in
Finance’s Language
ü Gain Trust Early & Often
ü Predictability is Your
(and Finance’s) Friend
39. Marketing Planning Reality
Ø Lots of Truth to These
Theories
X Marketing & Sales Has
Been a Focus…Finance,
Not as Much
X Weekly Meetings with
Finance. Or Else.
40. Real Life Examples
Rise Above Cost-Per Metrics
• Cost Per/MQL Wasn’t Good
Enough
• Needed to Focus on Customer
Acquisition Costs
• Partner with Finance (where
needed)
41. Your Take-Away
Find a Finance partner.
Seriously. Find one.
Candidates Include: The head of FP&A,
the CFO, or one of their Lieutenants.
42.
43. Marketers Must Merge Both Jobs To Succeed
Plan
Convert
Run Marketing
MPM
Do Marketing
Execution