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Measuring & Communicating Marketing Performance
Nick Panayi
Head of Global Brand & Digital Marketing
2 May 1, 2023@nickpanayi
• Air-tight Ecosystem
• ONE Single Lexicon
• ONE Dashboard
• Closing Thoughts
3 May 1, 2023@nickpanayi
First, Build a Tightly Coupled Ecosystem; Optimally Managed by a Single Global Function
Analytics
Big Data Stack
CRM
Global Marketing Dashboard
Marketing Automation
MAP Analytic
s
Website
Web Analytic
s
Social Media Listening and
Publishing
Lead Forms
Reverse-IP Analytics and
Targeted Advertising
Social Media
Advertising
Leads-to-Cash Process
4 May 1, 2023@nickpanayi
Then Shield Against “Off the Grid” Adventures Across Marketing
NO secondary marketing
databases!
NO team gets to pick their own marketing
automation platform!
NO email lead forms that ask people to send responses to someone's email!
NO demand gen agencies that use their own marketing automation platform!
NO roll-your-own KPIs across marketing functions.
NO marketing campaigns without green light and active participation from a Demand Center function
5 May 1, 2023@nickpanayi
• Air-tight Ecosystem
• ONE Single Lexicon
• ONE Dashboard
• Closing Thoughts
6 May 1, 2023@nickpanayi
Great Idea Guys but..
Something Got Lost in Translation
7 May 1, 2023@nickpanayi
Establish A Single Leads-to-Cash Lexicon Between Marketing & Sales
1. Establish an SLA with sales based on it2. Stick to It!3. Adjust only if changes in business demand it
8 May 1, 2023@nickpanayi
• Air-tight Ecosystem
• ONE Single Lexicon
• ONE Dashboard
• Closing Thoughts
9 May 1, 2023@nickpanayi
ONE Live Dashboard - Updated Daily
Content Mgt System
10 May 1, 2023@nickpanayi
This First Thing You Do Every Morning (Right After Coffee)
11 May 1, 2023@nickpanayi
Every Question Has An Answer!
Regional Marketing: Are you really pre-qualifying the leads you send to my regional sales team?
Lazy Question Answer
Visit The Dashboard!
Optional Snarky Comment
“Yes! We are rejecting ½ of them before they get to sales and they are accepting 86% of them. If you would focus your time on getting sales to close them those leads, we’d be in a very happy place!”
12 May 1, 2023@nickpanayi
Every Question Has An Answer!
Random Marketing Guy: How’s that global campaign doing?
Lazy Question Answer
Visit The Dashboard!
Optional Snarky Comment
“And if you were to eventually find your way to that magical place we call the global marketing dashboard you’d be able to see we have a huge funnel, over 100 marketing sourced leads, 295 marketing-assisted leads and almost 40k visitors to the campaign microsite.
You’d know all of that and more if you would JUST visit the #%@& dashboard!
Have a nice day …”
13 May 1, 2023@nickpanayi
Every Question Has An Answer!
Content Zone Owner: Is my content working?
Lazy Question Answer
Visit The Dashboard!
Optional Snarky Comment
“Well, Looking at the composite index which uses 6 different weighted dimensions to score and rank every single piece of content we have on the website, your content ranks 12,325 out of 12,342 pages (including a few pages tagged to be deleted today). So I’d say…not so good!
On the bright side your overall zone ranking is NOT dead last, but heading in that direction. It may be a good idea for you to check the dashboard once in a while..”
14 May 1, 2023@nickpanayi
Every Question Has An Answer!
ABM Practitioner: Do we have any reports showing this company's digital behavior on our website?
Lazy Question Answer
Visit The Dashboard!
Optional Snarky Comment
“Yes, we know what the trends are for the last 2 years! We know what countries the traffic is coming from, what zones this company’s employees visit on our website, what they download, what solutions they are looking at and what videos they are watching.
What we don’t know is how long it will take for you to figure out that all the information, updated daily, is at your fingertips on the $^@$ dashboard!!
15 May 1, 2023@nickpanayi
• Air-tight Ecosystem
• ONE Single Lexicon
• ONE Dashboard
• Closing Thoughts
16 May 1, 2023@nickpanayi
Stay Flexible but Disciplined
Stay flexible to accommodate new views/charts and retire old ones
1
Insist that the only real KPIs are measurable ones and trackable on the dashboard.
2
Always point EVERYONE (including your CMO….) to the Dashboard. Minimize “off-the-grid” reports
3
Insist on total transparency. Make dashboard available to all that ask for it (and many who don’t!)
4
17 May 1, 2023@nickpanayi
THANK YOU
Q & A
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