Anna AlexanderManager of Marketing

Budget Systems

Allison Smith TerreyVice President

Marketing Operations & Analytics@asmithterrey

James ThomasCMO

@jthomas_44

In today’s world marketers mustmake every dollar count.

Marketers are responsible for more than ever before.

Brand Agency Communications Demand Gen Customer Experience

And this makes Marketing more complex than ever before.

Higher Customer

Expectations

50-70% of research before making contact

More Channels

Traditional DigitalSocial

More Data

Growing 40% a year

More Technology

~4,000 martechvendors

Execution AND

Strategy

Must Do Marketing &

Run Marketing

More Spend

$290 billion in

2016

In order to win, Marketing must understand what is working and what is not…

…And prove real business impact.

If you can’t figure out what’s working, and you struggle to prove impact, you risk losing power, trust, and control.

What does it take to thrive?

Insight into core operational data

Investments Returns ROI

And optimized marketing performance

Control Alignment ConfidenceVisibility Accountability

#RUNMARKETING

In other words:Marketing Performance Management

Without MPM With MPM

Data only in spreadsheets SaaS = Easy global access & control

Excel gymnastics to answer just 1 question Flexible, configurable, multiple dimensions

Lack of alignment with finance Finance is a trusted partner

Inaccurate tactical-level attribution Strategic attribution & measurements

No way to get to ROI insights Map actual returns to actual spend

Different truths, No system of record for marketing Board-level agreement & alignment

If I Run marketing more efficiently, I can Do marketing more effectively.”

Senior Business DirectorMajor Banking & Financial Company

“

You must master both to succeed.

PlanC

onvert

Run MarketingMPM

Do MarketingExecution

The Marketers Dilemma: ROI

A global technology company:• 15,000 employees• 1.5 million clients, including 90%

of the Fortune 500

Why we Measure ROI

Marketing’s Goal: Trusted Advisor

Reaching Trusted Advisor Status

üDemonstrate Operational Effectiveness

ü Provide Data-Driven Marketing Insights

But it’s Not That Simple

Data Organizational Change

Alignment Technology

The Reality 3 Years Ago at Pitney Bowes

Needed Tools & Process to Bring Marketing Together

Wanted To Enable & Encourage Transformation

End Goal Seen as a catalyst for innovation

Spoiler Alert: We’re on our way to making this a reality!

Took 2 Phases

Phase 1: Gaining Control of the “I”

Phase 2: Leverage Returns Data to Connect the “R” & “I”

Needed a Technology Partner To Make This Happen!

Why Allocadia?ü Helps with planning and better investment management

ü SFDC integration = ROI calculations

ü They understand marketing

ü Looked Elsewhere – Allocadia was the best fit.

Phase 1: Gaining control of the “I”

• All Plans and budgets were in Excel

• No unified view

• Moving from Multiple BUs to a single marketing Org

How’d we take this on?

Year 1

• Align with finance & enable forecasts

• Rolled out planning functionality globally

• Provided budget visibility to BUs and budget owners�

How’d we take this on?

Year 2• Used Allocadia as the

planning & budgeting system of record

• Conducted more than 50 training sessions

• Removed the need for spreadsheets

Marketing Investments With Allocadia

Gaining Buy-In

Gaining Buy-In: Finance and Marketing

Finance:• Saw the system and quickly believed in it

• Finance now uses using Allocadia for forecast calls

Marketing:• Started with CMO and BU marketers – agreed this is where data

should live

• Marketing Ops (Anna) setup the system & socialized

• Key to success: SHOW don’t tell how it works

Phase 1 Success!

• Allocadia is now accepted as the source of truth

• STRONG Marketing – Finance Alignment

• Transparency of spend across programs, campaigns, and geos

• Data preparation for ROI reporting

Bonus: Benchmarking!

Marketing Investment Metrics Can Provide Data Driven Insights”

- Anna Alexander

“

Phase 2: Meaningful Metrics

• The job wasn’t done with just the ”I”

• How do we show “return”?

• How do we exhibit budget effectivness?

Phase 2: Three Levels of ROI Measurements

Company-wideStrategic

Geo & BU

Campaign Type

Tactical

Program & Campaign

Multi-touch tactical attribution

Geography, Country & Line of Business

COMING SOON for PBI!

Phase 2: Why Allocadia

• Central global marketing platform used for budgeting processes

• Integrated with SFDC

• Will enable us to provide the following future reports: • Attribution reporting • Regression analysis • Ratio of pipeline to spend

How Did We Get There Technically

41

• SFDC Campaigns

All demand gen investments must

have SFDC campaign ID

• Allocadia Campaigns

• Investments

Map spend to campaign

• Campaign Outcomes

Investments

Leads

Opps

Won Opps

ROI

Cost pers

SFDC Integration and ROI Measurement Process

Additional outcomes: campaigns that touched won opps (influenced buying decisions)

ROI Analysis Parameters and Metrics

42

ROI Analysis Parameters

• BU• Geography• LoB (Software) • Program group (other BUs)• Country • Campaign type (direct mail, event, etc.) • Program • Campaign • Call to action

Metrics Available For Reporting

Summary Reports• # of leads • # and $ of open opportunities• # and $ of won opportunities• # and $ of total opportunities

ROI with ratios

• Cost per lead• Cost per total opp• Cost per won opp• Lead to converted • Lead to won opp• Converted to total opp• Converted to won opp• Total to won opp• E/R (without headcount)

Getting Buy-in for Phase 2

• Easier once we set the stage with the “I”

• Started with 2 of the BUs, but now rolled it all out

• First looking at investments and strategic ROI

• Now moved to campaign, campaign types and BUs.

• Next looking at multi-touch attribution.

Phase 2 Bringing Us to Trusted Advisor Status

Allocadia is the single system of truth for marketing investment.

It helps us determine if we are being successful and where best to reallocate funds.”

- Anna AlexanderPitney Bowes

“

Start Your Path Towards ROI with Allocadia

Learn More About Allocadia

Email Us: Hello@Allocadia.com

Schedule a Demo Today!

Questions