05/02/2023

Sam MelnickVice President, Marketing

@SamMelnick

Debbie QaqishChief Strategy Officer

@DebbieQaqish

Modern Marketing Operations is Marketing Performance Management

Marketing Operations in its Infancy

Marketing Performance Management

Reactive Proactive

Task Oriented Strategic

Service Center Advisor to all Marketers

“Island of Misfit Toys” Chief of Staff to CMO

Considers Marketing Department Analyzes Company Dynamics

Evolution

Leading Industry Analysts are Helping to Define Marketing Performance Management (MPM)

“If B2B marketing measurement represents what a driver sees in a car’s rearview mirror, then MPM serves as the headlights and the steering wheel of the car itself that improve both visibility and control for the driver.”-Vendor Landscape: New Technologies Make B2B Marketing Performance Management A Reality

Allison SnowSenior Analyst

“Marketing performance management (MPM) encompasses the technologies and services for solutions that support marketing’s ability to gain access to insights, analyze data, make predictions, and optimize marketing programs, campaigns and resources… …At the foundational level, MPM includes a data repository, BI tools and analytical workbenches. At the strategic level, MPM provides role-based access to information and KPIs through dashboards, visualization, point-and-click analysis, modeling, simulation and optimization.”

Definition of Marketing Performance Management

What is Marketing Performance Management?

Planning Operating

Evaluating

MPM

Why Marketing Performance Management is Important

Plan

OperateAttract

Acquire

ConvertRetain

Advocate

Measure

Evaluate

Optim

ize

Marketing Performanc

e Manageme

nt

Marketing Execution

Allocadia’s Marketing Performance Management Benchmark Study

• Primary research conducted in the fall

• 217 Marketers surveyed• Subsequent research from

initial report: “The Essential Framework for Optimizing Marketing Performance Management”

Study Demographics

< $20M; 24.0%

$51M to $200M; 13.7%

$501M to $999M; 13.1%

$21M - $50M; 13.7%

$201M to $500M; 5.5%

$1B to $2.5B; 15.8%

> $2.5B; 14.2%

Participant Demographics: Revenue

B2B + B2C; 27.7%

B2C; 36.7%

B2B; 35.6%

Participant Demographics: Channel

CPG; 4.3%Edu & Non-Profit; 13.4%

F&B; 4.3%

Financial; 16.0%

Govt; 2.7%Pharma & Health; 7.0%Hospitality, ; 2.7%

Tech; 16.6%

Manufacturing; 4.3%

Media & Enter-tainment; 8.6%

Other; 8.0%

Retail; 5.3%Services; 7.0%

Participant Demographics: Industry

Defining a High Performing Marketing Organization

Increasing Company Revenue Growth

Increasing Marketing Budgets

Advanced MPM Maturity

MPM at High Performing Organizations

1. Double Down on their Current Marketing Technology

2. Create Business Oriented Metrics

3. Act as Strategic Partners with Finance

Characteristic 1: Double Down on Your Current Marketing Technology

High performing companies Integrate Marketing Technologies 5 Times More than low performing companies

High performing companies are2 Times More Likelyto have Consistent Marketing Technologies across their organization

70% of high growth companies report having Clarity into their Marketing Technology Roadmap…

…only 27% of low performing companies report the same

You can’t control what you don’t know about …

Paid Search Marketing

Case Management

Direct Mail

Email Service Provider

Master Data Management

Web Analytics

Financial SystemSearch Engine

Optimization

Web Site / Content Mgmt System

Marketing Automation

Enterprise Resource Planning

Partner Resource

Management

CRM

Revenue Marketing Architecture

Marketing SalesIt used to be easy…

Now, it’s challenging and required…

Chat

Paid Search Marketing

Case Management

Direct Mail

E-Commerce

Email Service Provider Master Data

Management

ContentSyndication

Web Analytics

Financial System

Video Streaming

Affiliate Marketing

Data Warehouse

Search Engine Optimization

Form Append

Tag / Script Management

Social Channel

Social Monitoring / Management

Marketing Performan

ce Manageme

nt

Web Site / Content Mgmt

SystemCall Center (Integ Voice Response)

Analytics

Enterprise Resource Planning

Partner Resource

Management

CRM

Marketing Sales

Personalization

Data Providers

(Anonymized) Data

Management Platform

Demand-Side

Platform

Ad Networks / Exchanges

Event Management

WebinarManagement

Marketing Automation

Characteristic 2: Business Oriented Metrics

2 of 3 of high performing companies provide metrics around Marketing’s Contribution to the Business to their CMO

…only 1 of 3 low performing companies do the same

80%+ high performing companies report their Marketing Performance Goals Align with Corporate Goals…

…only 50% of low performing companies report the same

4 of 5 low performing companies Do Not Have a globally Agreed-Upon Approach to Measurements or are only capable of baseline reporting

It all leads back to … what gets measured gets done.Case Study: Verint• MO function supports the CMO

– CMO uses the MO group for intelligence and data to help executive team make decisions

• CMO aligned to corporate goals– The mission of MO at Verint is to make the

global marketing team effective and efficient in pursuit of marketing objectives.

• Agreed upon approach to metrics– Operational – for marketing– Revenue – for executive committee

VP, Marketing Operations at VerintListen to his interview on Revenue

Marketer Radiohttp://bit.ly/2jwlthE

Characteristic 3: Make Finance a Strategic Partner

Marketing & Finance are Rarely Strategic Partners

It’s non-existent

Finance is a trusted strategic partner

We speak… but only when forced to

We collaborate often for transparency around projected revenue and expenses

We have joint projects and the relationship is getting better

7%

14%

21%

28%

30%

How would you describe Marketing’s relationship with Finance?

High performance companies report Working Well With Finance3X More Oftenthan low performing companies

2 of 3 high performance companies report being Aligned with Finance on Budgets & Returns

1 of 3 low performing companies report the same

An interview with a CMO & a CFO: REAL Accountability!

Liz Sophia, SVP MarketingRon Shaw, CFOHodges-Mace

Listen to their interview at Revenue Marketer Radiohttp://bit.ly/1Xsuy9j

Debbie’s Slides

1. Rethink how to run marketing like a

business and your role in doing that!

2. Create a physical representation

of your martech stack.

3. Identify metrics that matter to key

stakeholders inside & outside of marketing

& understand the actions they will take.

4. Find a finance partner & interview them

More Resources to Improve your MPM Approach

Download the Full Benchmark Report

andTake a self-assessment

to find your MPM maturity level

The Rise of the Marketing Operations Function

What does a marketing ops organization look like?

Hear what 20 different organizations had to say.The Rise of the Marketing Operations Function

Questions