Sam MelnickDirector,

Customer & Marketing Insights

@SamMelnick

Matt HeinzPresident

@HeinzMarketing

What We Will Cover Today• What is Marketing Performance• Introduce Allocadia’s Maturity Model• Identifying What Stage You are in & Tips to

Advance• Key Take-Aways• Questions

Context.

Plan

Invest

MeasureAnalyze

OptimizeCMO

Manage and Optimize the Business Of Marketing

Run Marketing

Today’s Marketer Has Two Jobs

Attract

Acquire

ConvertRetain

AdvocateCustomer

Create Engaging Customer Experiences byOverseeing the Customer Lifecycle

Do Marketing

Marketers Must Merge Both Jobs To Succeed

Plan

Invest

Attract

Acquire

Convert

Retain

Advocate

Measure

Analyze

Optimize

Run MarketingMPM

Do MarketingExecution

Defining Marketing Performance

Marketing’s results or output compared against previously set objectives.

Optimizing Marketing PerformanceMaturity Model

Allocadia’s Marketing Performance Maturity Model

Interviewed 15+ senior level marketers

Held conversations with analysts on MPM

Built maturity framework with 5 stages & 6 dimensions

Published The Essential Framework for Optimizing Marketing Performance

Allocadia’s Marketing Performance Maturity Model

Advancing Through the Stages

Example of a Static Organization• Marketing leadership

lacks influence

• Metrics are tactical and activity based

• Inconsistent marketing technologies across the organization

Improving From Stage 1 to 2• The ‘arts and crafts’

department• The activity-based reporting

dashboard• Iterative vs outcome

metrics focus• Is the tail waging the dog?

Example of a Transitional OrganizationAcknowledgement that:• Data, tech, & analysis skills must

be improved

• Marketing & sales are disjointed (but still not executing together)

• Different metrics must be used, but unsure how to get to that data

Improving From Stage 2 to 3• Common objectives,

definitions, scorecards

• Common marketing & sales tech budget

• Perfect is the enemy of good

• Periodic marketing technology audits

Example of a Progressive Organization• Core Data has been

normalized/ cleaned

• CRM, MAP, & MPM have been linked, but silo’d techs still exist

• Executives have mapped KPIs to corporate objectives

Improving From Stage 3 to 4• Disciplined, proactive data

management program

• Dedicated marketing ops & sales enablement functions

• Defined, integrated martech stack (actively managed)

• Marketing viewed as profit center

Example of a Proactive Organization• Marketing, Sales & Finance

have agreement on pipeline contribution

• Majority of marketing data is accounted for in a single place

• Core tech stack is best-in-class, now onboarding advanced point solutions

Improving From Stage 4 to 5

• Complex buyer journey orientation

• Full Funnel Marketing approach

• Marketing compensation tied to sales & revenue performance

Example of a Optimized Organization(AKA Marketing Nirvana)

• Marketing and sales think/act as one

• All metrics are outcome-oriented• All marketing staff think like

entrepreneurs• All dollars are justified, reviewed

and audited• “Can you buy a beer with it?”

Take Aways

Pause – Breath - Assess

- Align objectives & definitions (at least

get started)

- Redefine success metrics

- How do you move the cheese?

- Proactive martech strategy &

management

- Buyer journey content map development

Don’t Forget the Run Side of Marketing

How Allocadia Helps• Gain Control and Visibility into the “I”

• Aligns Plans and Investments to CMO and Corporate Level Objectives.

• Decision Support by Marrying the ”R” & the “I” Together to Provide Real ROI insights.

Find Out Your Organization’s Maturity

Stage

http://bit.ly/MPM_Assessment

Questions