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Intro
Sam Melnick
Vice President,
Marketing
@SamMelnick
Ken Evans
Senior Director,
Marketing Operations
@DGMatters
Planning in
a Perfect
World
Planning in
the Real
World
Hey Ken, talked with our
CEO yesterday. Budgets are
coming down on Friday and
plans are due next Wed.
That time line works, right?
CMO
Uhh, thanks for the
heads up. We’ll make
the timing work, boss!
Oh C#!&, its planning
season and we’re
already behind.
Another fire drill awaits
us!
Field Marketing
Corporate Marketing
So, Where Do You Start?
So, Where Do You Start?
So, Where Do You Start?
So, Where Do You Start?
Corporate Strategy
So, Where Do You Start?
Corporate Strategy
So, Where Do You Start?
Corporate Strategy
Input from sales
So, Where Do You Start?
Corporate Strategy
Input from sales
So, Where Do You Start?
Corporate Strategy
Input from the field
Input from sales
How Can you Get a Head Start?
Before We Start:
3 Truths About Marketing Planning
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
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
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
Where we will focus today
Metrics for Pre-Planning
Allocadia’s Hierarchy of Measurements
Core Investments: Metrics for Planning
“Where am I spending my time &
money?”
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
Tactical Results: Metrics for Planning
“What are my frontline
results?”
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
Advanced Measurements: Metrics for Planning
“How is marketing performing as
a business?”
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)
Business Impact: Metrics for Planning
“Where should we spend our
next dollar?”
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
Let Allocadia Help You This Planning Season
Try it today – Free Trial
Sam.melnick@allocadia.com
Contactus@allocadia.com

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Webinar: Uncovering the Most Useful Metrics for Planning Season

  • 2. Sam Melnick Vice President, Marketing @SamMelnick Ken Evans Senior Director, Marketing Operations @DGMatters
  • 3.
  • 5.
  • 6.
  • 7.
  • 8.
  • 9.
  • 11. Hey Ken, talked with our CEO yesterday. Budgets are coming down on Friday and plans are due next Wed. That time line works, right? CMO
  • 12. Uhh, thanks for the heads up. We’ll make the timing work, boss!
  • 13. Oh C#!&, its planning season and we’re already behind. Another fire drill awaits us!
  • 15. So, Where Do You Start?
  • 16. So, Where Do You Start?
  • 17. So, Where Do You Start?
  • 18. So, Where Do You Start? Corporate Strategy
  • 19. So, Where Do You Start? Corporate Strategy
  • 20. So, Where Do You Start? Corporate Strategy Input from sales
  • 21. So, Where Do You Start? Corporate Strategy Input from sales
  • 22. So, Where Do You Start? Corporate Strategy Input from the field Input from sales
  • 23. How Can you Get a Head Start?
  • 24.
  • 25. Before We Start: 3 Truths About Marketing Planning
  • 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
  • 29. Where we will focus today
  • 30.
  • 31.
  • 32.
  • 35. Core Investments: Metrics for Planning “Where am I spending my time & money?”
  • 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
  • 37. Tactical Results: Metrics for Planning “What are my frontline results?”
  • 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
  • 39. Advanced Measurements: Metrics for Planning “How is marketing performing as a business?”
  • 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)
  • 41. Business Impact: Metrics for Planning “Where should we spend our next dollar?”
  • 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

  1. Check out the webinar here: https://content.allocadia.com/webinars/uncovering-the-most-useful-metrics-for-planning-season