Optimize Marketing Spend with Data-Driven Planning

HOW-TO WEBINAR

Don't spend another year Welcome!
smashing your marketing and We’ll be starting in 5 mins
finance spreadsheets together -  Everyone is on Mute
-  Send us questions via Chat
console
•  How we’d like to help 1 min
•  Introductions & About Us 5 min
•  The Problem Statement 10 mins
•  Project Goals and ROI 10 mins
•  Demo 20 mins
•  Q&A 5 mins

1 Copyright © 2009 Juniper Networks, Inc. www.juniper.net

OUR GOAL
Our Goal of this how-to Webinar
To help you:
•  Reduce marketing investment planning pains!
•  Implement best-practices
•  Bridge the Marketing and Finance gap
For:
•  Marketing Operations
•  Marketing VP’s, Managers
•  CMO’s
•  Finance


INTRODUCTIONS

Susan Vanin, Senior Manager,
Global Marketing Operations

Jeff Fong, Senior Manager,
Finance (and marketing liaison)

Roger Lines, VP Business
Development


ABOUT US

•  Leading the charge to architecting
The New Network
•  Top 130 global service providers,
96 of the Global Fortune 100
•  Global marketing team with
hundreds of users & a marketing
budget in the hundreds of millions

•  A SaaS budgeting and planning
solution for marketing
•  Growing MRM and Reporting &
Analytics market
•  Great option for companies with
Marketing Automation investments

THE BUSINESS CHALLENGE
Problem Statement – Planning & Financial Management
•  Lack a consistent, global marketing planning and budget management process, system
•  Many resources tasked with budget management however no integrated systems to plan,
capture, approve and track investments and the associated return
•  Manual, time consuming, prone to error, and therefore not scalable

Result:
•  Difficulty in answering basic budget,
expenditure questions
•  Limited visibility into planned or actual
marketing program spend
•  Limited ability to align program expenditures
to marketing goals and objectives
•  Inefficient utilization of resources required to
collect and synthesize data to make
informed decisions
•  No best-practices employed / efficiency
gains in current planning process

THE BUSINESS CHALLENGE – VISUAL
CMO

Manual effort to collect data by
Multiple views of data and various categories
associated analysis

•  Multiple spreadsheets
Global
Global •  Multiple data sources
Corporate Marketing
Marketing
Marketing •  Multiple requests from Ops
Finance Finance
Ops
Operations and Finance
•  Difficult to perform plan to
actual analysis
CMO
LEADER

•  Multiple budget
spreadsheets
•  Monthly line item
reconciliation
AMER APAC EMEA ADV ENT SP SOLNS OPS CHNL
COMMS BGs •  Accrual tracking
MO MO MO MO MO MO MO MO MO
MO •  Manual forecast
•  Detailed analysis
and review with
Finance


PROJECT GOALS

Solution:
1.  Adopt an automated, simple, consistent approach to marketing investment planning and
budget management
2.  Ensure consistent data is captured across the organization to permit proper investment
planning, analysis and reporting
3.  Partner with a SaaS vendor for a light-weight, easy-to-use, and quick to implement
automated solution
4.  Addresses Marketing spend (Opex & MDF) within one solution
Solves for:
•  Visibility: Track planned / committed / uncommitted dollars / MDF.
•  Impact: Ability to ensure 100% alignment of spend; 1-10% reduction of wasted
investment; Expected 5-20% repurposed campaign dollars
•  Efficiency Gains: Significant reduction in staff time & effort; Time-savings calculator
•  Agility: Repurpose underperforming investments throughout quarter
•  ROI: Assess the effectiveness and value of investments


PROJECT GOALS – EFFICIENCY
CMO
•  Ensures consistent, global data
•  Leading-edge marketing
Consistent on-line dashboard analytics on plans, budgets,
and marketing investments
•  Negates multiple, manual
requests to MO primes and
Global
Global CMO leaders
Corporate Marketing
Marketing
Marketing •  Alleviates spreadsheets and
Finance Finance manual consolidation efforts
Ops
Operations

•  MO primes input
plans to MRM
Planning & Financial Mgt Application •  Actuals loaded in
the system for
complete closed
loop and ROI
•  Data can be
pulled by primes
AMER APAC EMEA ADV ENT SP SOLNS OPS CHNL in multiple ways
COMMS BGs
MO MO MO MO MO MO MO MO MO
MO


PROJECT GOALS

In visuals:


PROJECT GOALS – VISIBILITY


PROJECT GOALS – ONE SOURCE


ROLL-OUT
•  Up-and-running: Under 1 month to start Investment Planning
•  Set-up: Fully configurable
•  Training: Web-based training in 3 parts, internal trainer
•  Uptake: Easy-to-use
•  Complete: Plans inputted; Actuals brought-in; Forecasts set-up;
Dashboards
•  Future – Marketing ROI: Tie investment data to Metrics


ROLL-OUT - TIMELINES


LIVE DEMO

- Mapping Oracle actuals to Plan
- Admin steps
- End-user steps

LIVE Demo

Importing Oracle data:

PO Rules
1. If spreadsheet column header Owner = value Susan AND Department =
Americas, send to Americas Events in Allocadia

(Can use anything, eg: If Cost Center and Country Code = xy, map to budget y)

Actuals Rules
1. PO is unique identifier

2. When no PO: If If spreadsheet column header Cost = Other Program and
Theatre = Americas, send to Americas Theatre People related in Allocadia

QUESTIONS

Roger: roger.lines@allocadia.com 1-866-684-0935

Susan: svanin@juniper.net

Jeff: jefffong@juniper.net

MORE INFORMATION www.allocadia.com

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Optimize Marketing Spend with Data-Driven Planning

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