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Marketing Performance Management (MPM)
Improving Commercial Efficiency
© The House of Marketing
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Although RoMI(1) is a top buzzword in YMS(2) 2012, it does not appear as a top challengeHowever, other top challenges in the list indicate the need for RoMI
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N = 436
(1): RoMI = Return on Marketing Investment(2): Yearly Marketing Survey by The House of MarketingSource: Yearly Marketing Survey by The House of Marketing
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Are marketeers scared of RoMI and MPM?
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Marketing Performance Management (MPM) is about process, people and technology
How can technology facilitate?
•Alignment with business objectives•Set up and/or implement tools to create insights from data
How are people contributing to performance?
•Motivation & change management•Competence
development & management
How is MPM embedded in the organization?
•Link with strategic business objectives•Process mapping•Roles & responsibilities
PROCESS
PEOPLE
TECHNO-LOGY
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Where does it often go wrong?Major blocking issues can be linked to process, people and technology
PROCESS
PEOPLE
TECHNO-LOGY
Not insightfulMetrics should be well-designed & attractive to deliver their message at a glance
Too isolated Indicators should reflect the business objectives and be targeted at a specific audience
Too outdated Indicators should be updated and evolve through the time with the company
Too manual Collection & delivery of data & insights should be automatic to ensure sustainable and efficient solution
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We tackle MPM issues in a 4 step process, as well on strategic, tactic, as on operational level
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Set up measurement pro-cesses, roles, systems and tools
Business objectives as defined in the corporate or BU strategy
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Imple-ment, measureandlearn
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Input
Define marketing strategy set & objectives
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Translate objectives into KPI’s & set targets
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Marketing scope
STR
ATEG
IC
TA
CTIC
OP
ER
A-
TIO
NA
LSet campaign objectives/marketing drivers
Set action objectives
Learning cycle
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THoM MPM methodology delivers operational, tactical ánd strategical benefits
• Dashboard giving a clear view on tactical and operational actions/issues
• Continuous learning and improvement
• Doing more with less
• Higher efficiency and effectiveness of marketing (impact on cost ánd revenues)
• Higher transparency &visibility of objectives
• Turns your marketing efforts into tangible and measurable actions towards Sales & Management
• Organizational alignment and focus on the Business Objectives (as defined on coporate or BU level)
• Learning organization that makes decisions on hard facts supplemented with experiential intuition
Operational and tactical benefits Strategical benefits
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THoM Marketing Performance Mgmt Expertise
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The House of MarketingKardinaal Mercierplein, 2
B-2800 Mechelen
Belgium
Office +32 (0)15 444 000
Fax +32 (0)15 444 044
www.thehouseofmarketing.be
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Pieter Lievyns
Mobile: +32 (0) 495 29 31 14
E-Mail: [email protected]
Pieter Lievyns
Mobile: +32 (0) 495 29 31 14
E-Mail: [email protected]
