Watch the webinar here: https://content.allocadia.com/webinars/uncovering-the-most-useful-metrics-for-planning-season
It seems like every year, once the chaos of your marketing planning process is over, you look back and think to yourself, "next year, I'll be more prepared for this!" Yet when the next year rolls around, planning season sneaks up and becomes just as troublesome once again.
With FY19 planning season knocking on your door, now is your chance to break this vicious cycle. But where should you start?
By examining the metrics that will guide marketing as to where to invest their resources in the coming year.
Ken Evans, Senior Director, Marketing Operations at Fuze shares how he wrangles the right metrics to make sure planning season is a success.
We’ll answer these questions:
- What metrics should I use during planning season and why?
- Who within marketing (and beyond) cares about these metrics?
- What technologies does Ken use to collect these metrics?
26. Before We Start:
3 Truths About Marketing Planning
1. There are non-demand gen, non-campaign activities that must
be prioritized and there are not clear metrics to measure them
27. Before We Start:
3 Truths About Marketing Planning
1. There are non-demand gen, non-campaign activities that must
be prioritized and there are not clear metrics to measure them
2. However, almost always, final decisions are based on data.
Having the data is the first step
28. Before We Start:
3 Truths About Marketing Planning
1. There are non-demand gen, non-campaign activities that must
be prioritized and there are not clear metrics to measure them
2. However, almost always, final decisions are based on data.
Having the data is the first step
3. Your Goal: Know your business better than your CMO & make
decisions easier for her
36. Core Investments: Metrics for Planning
Questions Answered
• Where did we place our bets last year?
• How was spending distributed?
• What has flex vs what is “committed”?
Example Metrics
• Programs : People spend ratio
• Marketing activity spend types
• Awareness : Demand spend ratio
• Actual spend by quarter/geo/more
Audience
• CMO
• Marketing Ops
• Marketing Leadership Team
• Finance
Technology Involved
• Netsuite (ERP)
• Allocadia
38. Tactical Results: Metrics for Planning
Questions Answered
• What activities garnered responses?
• Where were we active in market?
• What personas and/or accounts responded?
Example Metrics
• Inquiries/marketing responses
• Geographical breakdown of activity
• Impressions from media
• Account engagement
Audience
• Campaign managers
• Field marketers
• Department leaders
Technology Involved
• Eloqua/SFDC
• Full Circle Insights
• Google Analytics
• Engagio
40. Advanced Measurements: Metrics for Planning
Questions Answered
• What produced the most initial meetings?
Qualified pipeline? Deals?
• What did we spend across campaigns or
stages of the buyer’s journey?
Example Metrics
• SALs/SQLs driven
• Pipeline generated and/or influenced
• Cost per campaign or buyer’s journey stage
Audience
• CMO & Marketing Leadership
• Campaign managers
• Department leaders
• Sales Ops
Technology Involved
• Eloqua/SFDC
• BI Tools/Excel
• Allocadia
• Pipeline analysis tool (e.g. Clari)
42. Business Impact: Metrics for Planning
Questions Answered
• What is the right context of all our actions?
• What is the most efficient way to drive pipeline
or revenue?
Example Metrics
• ROI (Aggregate & attribution based)
• Planned/predictive ROI
• Market Share & TAM
Audience
• CMO
• Marketing leadership
• Sale leadership
Technology Involved
• Eloqua/SFDC
• BI Tools/Excel
• Allocadia
• Your Marketing brain
43.
44. Let Allocadia Help You This Planning Season
Try it today – Free Trial
Sam.melnick@allocadia.com
Contactus@allocadia.com
Notas del editor
Check out the webinar here: https://content.allocadia.com/webinars/uncovering-the-most-useful-metrics-for-planning-season